Use Complementary Technologies To Drive Sales

By Business Solutions magazine

It's easy to say "no" — especially when it comes to selling and servicing technologies that you're not familiar with. However, can you imagine the missed sales opportunities if mainframe VARs had refused to sell and service PCs? How about if mechanical cash register dealers refused to sell POS (point of sale) systems? Or, if PC VARs stuck with DOS and refused to sell Windows when it came out? As ridiculous as those examples may sound, they're not far from what's happening today with the convergence of technologies such as digital copiers, MFPs (multifunction peripherals), ECM (enterprise content management), data storage, file servers, and networks.

It's safe to say that Pennsylvania-based Keystone Digital Imaging, Incorporated (KDI) won't be left behind when it comes to selling and servicing complementary technologies. KDI is a systems integrator that began as a copier service company 19 years ago in President and CEO Rick Salcedo's garage. Since then, Salcedo and his partners have morphed the business into one that integrates complementary technologies —an integrator that expects to hit $20 million in sales this year. If you're a copier dealer looking to diversify your line card, KDI's success may provide some direction and inspiration.

"Everything has an IP (Internet Protocol) address these days," explains Greg Bryan, CTO for KDI. "Technologies are overlapping so much, it was only natural for us to transition to complementary technologies. Focusing on a single technology may be a good strategy for some VARs, but we don't think it's the best approach for long-term success." Bryan makes a good point. You may be the best at what you do today, but how long will it be before your competitor provides a more complete solution? Are you willing to take that chance?

Used with permission from Business Solutions magazine

Read more...