july 2010 office technology

Cover July 10:Cover June 10 6/28/10 4:34 PM

BTA East Spread:Layout 1 7/2/10 10:10 AM Page 1

BTA East Spread:Layout 1 7/2/10 10:11 AM Page 1

Farming for Opportunities

‘Plow’ your field to bring

MPS to current accountsby Kelli JonesStrategy DevelopmentMarketing folks who are not usingthe latest marketing technologies are putting them-selves at a great disadvantage, but often, they just donot know it.

4 | w w w . o f f i c e t e c h n o l o g y m a g . c o m | J u l y 2 0 1 0

CONTENTS

MPS Everywhere!

A guide to the industry’s

many resourcesCompiled by Brent HoskinsOffice Technology MagazineToday, the promise of managedprint services (MPS) has cap-tured the attention of most officetechnology dealers. MPS programs and initiatives havebecome commonplace among the industry’s manufac-turers and suppliers. As a resource for its readers, Office

Technology invited a number of players in the MPS arenato submit brief overviews of how they can assist dealersin developing and supporting successful MPS programs.

Volume 17 � No. 1

F E A T U R E A R T I C L E S

D E P A R T M E N T S

6

8

30

Executive Director’s Page

BTA President’s Message

Advertiser Index

Business Technology Association� Education Calendar� BTA Highlights

25

M P S S T R A T E G I E S

Dealer Strategies

BTA Southeast hosts

educational event June 16-17By Brent HoskinsOffice Technology MagazineThe BTA Southeast district’s DealerStrategies Summit 2010 featured two education tracksand 20 exhibiting sponsors. The event, which drewapproximately 80 dealer and vendor attendees, washeld June 16-17 in Orlando, Fla. At the conclusion ofthe event, BTA hosted a Data Cleansing Summit, tohelp the industry better address the risks associatedwith confidental information being left on copier/MFPhard drives.

C O U R T S & C A P I T O L S

Even More Cool Technology

Products that might make

a big difference for youby Tim McMahonThe BizCAT GroupHere is a look at four products thatmight make a big difference in your business andwill not break the bank: Gmail, Google Alerts,MyKlpz and LogMeIn.

22

10

27

29

Q&A: Rock Janecek

BTA’s new president

assumes office July 1by Brent HoskinsOffice Technology MagazineOn July 1, Rock Janecek became the76th national president of the Business TechnologyAssociation (BTA). He serves as a division service man-ager for Burtronics Business Systems Inc., a Lanier andKonica Minolta dealership located in San Bernardino,Calif. Recently, Office Technology magazine had theopportunity to visit with Janecek. He was asked aboutthe association, the dealer channel and his role as aBTA volunteer.

18

Effective Interviewing

Begin by selecting fully

qualified individualsby Robert C. GoldbergBTA General CounselAs individuals return to the work-force, they must be recruited and interviewed.Conducting an effective interview is essential to agood hire.

24

P R I N C I P A L I S S U E S

04OT0710:04OT0710 7/2/10 9:14 AM

ww

w.d

ocuw

are.

com

Maximize margins and hardware pull-through

Generate professional services and a recurring revenue stream

Extend the customer relationship beyond the life of the lease

How? Enter the profi table world of selling document management solutions.

Learn how to build your own successful professional services team

Benefi t from one-of-a-kind proven training and go-to-market programs

Outstanding certifi cation program and technical support

Onsite sales representatives working with your sales team

Contact us today at (888) 565-5907 or [email protected] and start realizing

the benefi ts of a lasting Partnership.

Put More Green in Your Bottom Line

Docuware ad June 10:Layout 1 5/17/10 2:20 PM Page 1

Executive Director/BTAEditor/Office Technology

Brent [email protected]

(816) 303-4040

Associate EditorElizabeth Marvel

[email protected](816) 303-4060

Contributing WritersRobert C. Goldberg, General Counsel

Business Technology Association

Kelli Jones, Strategy Developmentwww.strategydevelopment.org

Tim McMahon, The BizCAT Groupwww.thebizcat.com

Business Technology Association12411 Wornall Road

Kansas City, MO 64145(816) 941-3100

www.bta.org

Member Services: (800) 505-2821BTA Legal Hotline: (800) 869-6688

Valerie BrisenoMembership & Marketing Manager

[email protected]

Mary HopkinsDatabase Administrator

[email protected]

Teresa LeerarBookkeeper

[email protected]

Brian SmithMembership Sales Representative

[email protected]

©2010 by the Business Technology Association. All RightsReserved. No part of this publication may be reproduced by anymeans without the written permission of the publisher. Everyeffort is made to ensure the accuracy of published material.However, the publisher assumes no liability for errors in articlesnor are opinions expressed necessarily those of the publisher.

EXECUTIVE DIRECTOR’S PAGE

Iam pleased to an-

nounce the avai l-

ability of the 2010

BTA Business Equipment

Quota Index (BEQI), pro-

viding market potential

(product demand) in-

dices for the U.S. mar-

ket. If you have not used the BEQI in the

past, I encourage you to take a close look at

this valuable industry resource.

Based upon the results of a comprehen-

sive study conducted on behalf of BTA, users

of the BEQI are provided with market poten-

tial indices for the desired ZIP codes, coun-

ties, MSAs (metropolitan statistical areas) or

states within the United States for 17 office

technology product categories. The BEQI is

commonly used to forecast sales, evaluate

territories, measure sales potential, establish

sales quotas and measure sales performance.

Shipment volumes by geography can be esti-

mated by combining the indices with

Gartner Inc. forecast numbers, included in

the BEQI Introduction and User’s Guide.

Each BEQI index number is based on two

data sources: (1) Dun & Bradstreet data

showing the number of employees by

industry in each geographical area; and (2)

data from a survey of 721 decision-makers

regarding the amounts of equipment pur-

chased in 2009, and planned for 2010 and

2011. Respondents took part in a Web-based

survey (stratified by 13 industries) conducted

by Lieberman Research Group, a marketing

research and consulting firm, in partnership

with MarketResearch.com. Respondents were

screened to verify that they were involved in

business equipment purchasing decisions,

and that they were employed by non-govern-

mental organizations with at least 10

employees. To derive the BEQI indices, ratios

of equipment purchases per employee were

computed at the industry level and then

applied to the distribution of employment by

industry at each geographic level.

As noted, the BEQI provides market

potential indices for 17 product categories.

In the monochrome category, they are: 11-30

pages per minute (ppm) MFPs (Segments 1

& 2); 31-69 ppm MFPs (Segments 3 & 4); 70-

plus ppm MFPs (Segments 5 & 6); all mono-

chrome MFPs combined; and all single-

function laser printers. In the color category,

they are: 11-30 ppm MFPs; 31-69 ppm MFPs;

70-plus ppm MFPs; all color MFPs com-

bined; 11-30 ppm (single-function) laser

printers; 31-69 ppm laser printers; 70-plus

ppm laser printers; and all color laser

printers combined. In addition, the BEQI

provides market potential indices for the

following: all monochrome and color MFPs

combined; facsimile machines; wide-format

printers; and dedicated scanners.

There are several new enhancements to

the BEQI over the 2007 edition. They in-

clude: an increase in survey sample size by

28 percent; the results of questions of those

surveyed on current and planned use of

managed print services; and the results of

questions on centralization/decentral-

ization of office equipment purchasing.

In addition, BTA is now offering a State &

Local Government Supplement to the

BEQI. It is based on 95 interviews with

state and local government offices with 10

or more employees.

I encourage you to place your order for

the 2010 BTA BEQI today. You can do so at

www.bta.org/2010BEQI. If you have any

questions, e-mail me at [email protected]. �

— Brent Hoskins

2010 BTA BEQI NowAvailable to Dealers


®

06OT0710:06OT0610 7/2/10 2:46 PM

877-427-3261

Equipment and service dealers are often challenged with how to handle supplies. Coordination can be painful. And, there are the concerns about distributor reliability, responsiveness and taking customers direct.

Supplies Network has earned the trust of thousands of dealers like you.

The OEM and compatible supplies you need for transactional and MPS fulfillment.

1 or 2 day ground shipping direct to your customer or technician.

The performance excellence and integrity you demand.

Contact us about our full line of printer, copier and fax supplies, including laser printer maintenance kits/parts. We’ll help you streamline IT supplies to make your business run smoother.

Trouble keeping up with IT supplies?

HP | BROTHER | CANON | IMATION | INFOPRINT | LEXMARK | KONICA MINOLTA | OKI | SAMSUNG | XEROX

doing better!www.suppliesnetwork.com

Supplies Network is the distributor you can rely on.

®

Supplies Network ad June 10:Layout 1 5/12/10 9:35 AM Page 1

BTA PRESIDENT’S MESSAGE

It is an honor for me to

assume the presi-

dency of the Business

Technology Association

this month for the 2010-

11 year. I am following in

the path of some great

leaders, including my

predecessor, Bill James. I am also taking on

the responsibility of leading an organization

with an incredibly rich heritage — one that

has played an important role in so many

businesses throughout the years.

I am confident that this is going to be

another great year for BTA. In case you

haven’t noticed, BTA has made some signifi-

cant strides in recent years. And , I ’m

pleased to say, we just finished another

fiscal year with a positive membership

retention rate; so, another year of growth. I

attribute our successes, in part, to the

efforts of our volunteers and the BTA staff

members who have collectively worked to

add to our benefit offerings, increasing the

value of membership. Of course, beyond

those efforts, in today’s competitive market-

place — on the heels of the recession —

more dealers are seeing how BTA can help

them achieve greater levels of success.

As I assume my new role, I can’t help but

look back at my years as a BTA volunteer,

first at the local level and then at the district

level. In recent years it has been a privilege

for me to serve at the national level, as a

member of the BTA Board of Directors.

Looking back, there has been a primary,

ongoing benefit that has been invaluable

to me — interaction with my fellow BTA

members. If you get involved by attending

association events and reaching out to

others, you will reap the rewards.

I recently experienced this once again. In

June, I attended BTA Southeast’s Dealer

Strategies Summit in Orlando, Fla. It was an

outstanding event. There were many quality

education sessions, the opportunity to visit

one-on-one with exhibiting sponsors in a

relaxed setting, networking opportunities

and time for some fun — an evening at Uni-

versal Orlando Resort. If you attended, then

you saw firsthand the great interaction

between the speakers and audience mem-

bers. No one was hesitant to speak up,

sharing with their fellow dealers in the audi-

ence. All left with information and guidance

that will help them in their businesses.

The growing momentum that BTA has

achieved in recent years has been apparent

at our district events. BTA Southeast’s

events have broadened in scope. In addi-

tion, the BTA East district has hosted two

very successful events, with a third sched-

uled for September of this year. Not only

have we had great attendance at these

events, but we have seen an increasing

number of sponsoring exhibitors as well,

and we are grateful for their support. It is

apparent that dealers welcome the oppor-

tunity to be in a group of 80 to 100 of their

peers, where there are many opportunities

to interact one-on-one.

More of these opportunities are on the

horizon. Recently, the board of directors

developed plans to broaden the schedule of

district events to include BTA Mid-America

and BTA West as well. Watch for details in

Office Technology and on the BTA Web site,

www.bta.org, as plans are finalized. In the

meantime, I encourage you to take a look at

your association’s growing list of benefits. I

suspect you will be surprised. �

— Rock Janecek

®

2010-2011 Board of Directors

PresidentRock Janecek

Burtronics Business Systems Inc.216 S. Arrowhead Ave.

San Bernardino, CA [email protected]

President-ElectTom Ouellette

Budget Document Technology251 Goddard Road

Lewiston, ME [email protected]

Vice PresidentTerence Chapman

Business Electronics Corp.219 Oxmoor Circle

Birmingham, AL [email protected]

BTA EastTodd J. Fitzsimons

Network Imaging LLC122 Spring St.

Southington, CT [email protected]

BTA Mid-AmericaRon Hulett

U.S. Business Systems Inc.3221 Southview Drive

Elkhart, IN [email protected]

BTA SoutheastMike Upchurch

Business Machines Inc.3121-C Glen Royal Road

Raleigh, NC [email protected]

BTA WestGreg Gray

Burtronics Business Systems Inc.216 S. Arrowhead Ave.

San Bernardino, CA [email protected]

Ex-Officio/ImmediatePast President

Bill JamesWJS Enterprises Inc.

3315 Ridgelake DriveMetairie, LA 70002

[email protected]

Ex-Officio/General CounselRobert C. Goldberg

Schoenberg Finkel Newman & Rosenberg LLC222 S. Riverside Plaza, Ste. 2100

Chicago, IL [email protected]


BTA Making Strides;Adding More Events

08OT0710:08OT0710 7/2/10 2:43 PM

© 2010 Samsung Electronics America, Inc. All rights reserved. Samsung is a registered trademark of Samsung Electronics Co., Ltd. All products and brand names are trademarks or registered trademarks of their respective companies. Screen images simulated.

Be responsible with free toner recycling. Learn more at samsung.com/consumables.

At Samsung we use our extensive R&D research to develop blazing-fast printers that deliver best-in-class performance, day after

day and page after page. The workhorse SCX-6555 black-and-white MFP boosts offi ce productivity at a rapid-fi re 55 pages per

minute. The CLX-8540 color laser MFP features high-volume paper fi nishing options while providing vibrant business color at

40 pages per minute. And as an authorized Samsung dealer, you’ll have the peace of mind partnering with a company that is

100% channel committed with great margins, exclusive programs and impressive support that you expect from the world’s largest

IT company. Because at Samsung, it’s not just business. It’s business, innovated.

Discover our full line of future-forward printers at samsung.com/printers or call a specialist at 1.866.SAM4BIZ.

Samsung MultiXpress C8540NDSamsung MultiXpress 6555N

eliver best-in-class perfo

Customizable interface.Large, 7" touch screen can be tailored to fi t your needs.

Protect your data.Up to 160 GB of storage with built-in data security.

Modular assembly.Setup that’s measured in minutes, not hours.

At Samsung we use our exte

day and page after page. The

minute The CLX-8540 color

Protect youUp to 160 Gwith built-in

SEA8590_BTA_PrinterAd_final.indd 1 6/25/10 3:15:48 PM

Samsung ad July 10:Layout 1 6/28/10 8:59 AM Page 1


Compiled by: Brent Hoskins, Office Technology Magazine

MPS Everywhere!A guide to the industry’s many resources

Today, the promise of managed

print services (MPS) has captured

the attention of most office tech-

nology dealers. MPS programs and initia-

tives have become commonplace among

the industry’s manufacturers and sup-

pliers. MPS is everywhere!

As a resource for its readers, Office

Technology magazine invited a number of

players in the MPS arena to submit brief

overviews of how they can assist dealers

in developing and supporting successful

MPS programs in their dealerships. Following are the sub-

missions received.

(Editor’s Note — Vendors and suppliers: Should your

company be on this l i st? I f so , submit your entries to

[email protected]. They will be added to this guide, which is posted

on the BTA Web site, www.bta.org/MPSResourcesGuide.)

Compass Sales Solutions www.compasscontact.net

Compass Sales Solutions is a sales force automation and

print management software developer. Our clients are deal-

erships looking to increase the bottom line. We provide

everything needed to sell copier/MFPs, services, MPS and

solution applications as individual deals or bundled into a

fleet solution. Our solutions include software to create prof-

itable print management programs, including complete

integration with the industry’s meter gathering tools and

ERP systems.

Densigraphix www.densi.com

The Densigraphix 360 program offers dealers the ability

to sell MPS by providing just-in-time fulfillment of high

quality consumables for both printers and copier/MFPs. We

have aligned with GreatAmerica to offer FleetView remote

monitoring software.

Digital Gatewaywww.digitalgateway.com

Digital Gateway continues to invest in

MPS tools to simplify the entire workflow

of conducting MPS business. Tools

include: Digital Quote Manager (DQM),

which automates proposal generation

and the profitability analysis process for

CPC, CPP and MPS contracts; real-time

pricing and automated invoice processing

connections in DQM to key MPS vendors;

e-automate Commissions Module (ECM)

with automated MPS commissions processing, history

tracking and new-models analysis engine; and automation

tasks for processing orders generated from sales teams,

service calls, meter capture tools (PrintFleet, FMAudit, Print

Audit) and/or direct-customer e-commerce requests.

ECi Software Solutions www.ecisolutions.com

ECi’s OMD® and La Crosse™ software is flexible and scal-

able, perfect for the managed print services dealer. We

understand that the biggest challenge in MPS is not just

winning the deal, but managing it after the fact while main-

taining profitability. Through our unique programs and

partnerships with manufacturers, wholesalers and third-

party applications, we help you efficiently handle all aspects

of the printer lifecycle. We provide you with the tools and

professional experience to support your MPS initiatives and

ensure success.

FMAudit www.fmaudit.com

FMAudit is a leader in the development and deployment

of software solutions for print management. The total

solution offered by FMAudit provides cost effective and

results-producing tools and workflows for device assess-

ment, data analysis, TCO proposal generation, ongoing

Cover Story July 10:Cover Story July 10 7/2/10 2:46 PM

DEALER MANAGEMENT SOFTWARE

Digital Gateway ad June 10:Layout 1 5/18/10 11:12 AM Page 1

device monitoring for supply levels, supply triggered mar-

keting, integrated ERP meter billing, service alert filtering

and green reporting. The software can be utilized to collect

device management information from both network and

local, connected print devices.

GreatAmerica Leasing Corp. www.greatamerica.com

GreatAmerica Leasing Corp. is committed to being a

leader in the delivery and execution of MPS. The primary

focus of our core business is providing financing, with a spe-

cialization in MPS contracts. We offer customized program

agreements to meet the needs of each reseller’s MPS

program. GreatAmerica has also developed MPS documents

that make establishing a contract clear and simple, and we

offer complementary MPS tools including: Navigator Execu-

tive Team Business Planning; MPS Sales 101 and 201

Training; FleetView remote monitoring software; PathShare

HR Consulting; and infozone.com.

Hewlett-Packardwww.hp.com/partners/us/partnerone

Hewlett-Packard offers a variety of MPS partner pro-

grams. HP’s Office Printing Solutions Elite program recog-

nizes partners who have a developed managed print

practice, offering marketing support, selling tools, training

and compensation. Additional managed print enablement

tools and programs are available through NER (Print 4.hp),

SYNNEX (PRINTSolv), Supplies Network (CARBON SiX) and

United Stationers (HQueue) — companies that collaborate

with HP to provide unique HP-managed print development

and sales programs. Partners working with HP gain

expertise on industry-first solutions including HP Auto-

On/Auto-Off, Smart Install, user authentication and Web

Jetadmin technology to lower costs and environmental

impact while enhancing security and workflow.

InfoTrends www.infotrends.com

Using interactive, online training programs, dealer princi-

pals can provide their sales reps the knowledge tools they

need to effectively engage and sell MPS. There are eight key

steps in the MPS sales process, from approaching prospec-

tive customers to maintaining their MPS investments. The

Managed Print Services eLearning Sales Program, created by

InfoTrends and Strategy Development, will lead your reps

step-by-step through the MPS value chain, testing compre-

hension and certifying them as trained sales representatives.

Get started today at www.bta.org/MPSeLearning. BTA

members are eligible for discounted course rates.

Jaffe Design www.jaffedesign.com

Jaffe Design distinguishes itself by focusing exclusively on

the MPS industry. With more than 10 years experience, we

speak your language. Working with us is like having your

own internal marketing department. We strive to bring a

“Go Green” focus to your marketing initiatives while also

ensuring your message fosters brand recognition and

reflects your business. From in-depth case studies to print

brochures, corporate services overviews, e-mail marketing

campaigns, direct mail programs and sales collateral, we

customize everything.

Konica Minolta Business Solutions U.S.A. Inc.www.kmbs.konicaminolta.us

Konica Minolta’s Optimized Print Services (OPS) program

allows users, via direct and dealer channels, to customize a

total solution for Konica Minolta bizhub MFPs and desktop

printers, and OEM desktop printers. The program allows a

business to customize a total solution by choosing from an

array of support options that meet their specific needs. The

process begins with the opt-WORKFLO professional serv-

ices and software solutions — fully customized solutions

that will assess the organization’s document and print envi-

ronment, optimizing document workflow and reducing

maintenance costs to improve document output.

Kyocera Mita America Inc. www.kyoceramita.com

Kyocera has taken a multi-phased approach in creating

and delivering a comprehensive MPS program to its dealers.

Kyocera’s FASTtrack program provides dealers a guide to

integrate an MPS business model in their dealerships, com-

plete with training and KMA-tested resources. In the fall of

2009, Kyocera deployed a team of MPS specialists tasked

with certifying dealers to KMA’s MPS business standards

and supporting those certified dealers on customer calls.

Just recently, KMA opened its remote monitoring server to

its MPS-certified dealers, providing another simple, yet pow-

erful way to manage their businesses.

LMI Solutions Inc. www.lmisolutions.com

LMI Solutions has a proven track record of making dealers

profitable with its turnkey approach to managed print. As a

leading aftermarket toner manufacturer, LMI combines a

“buy-direct” relationship with the LMI PageTrac Advantage

and MPS Peak Performance System — a powerful suite of

MPS tools including software, sales training, MPS marketing

and ongoing support to maximize dealership profits.


Cover Story July 10:Cover Story July 10 7/2/10 9:34 AM Page 11

The first choice in print management

Green Reporting

FMAudit Green Results for your company. Incorporating Green Reporting into your comprehensive Managed Print Solution sellingbest practices will enhance your company’s client value and win business. Green Reporting, combined with FMAudit’s award winning EnterprisePrint Management software, provides the mostcomplete solution available today for MPS success.

Consulting with your clients on the environmental and energy impact of their printoperations adds depth to your managed print program. FMAudit Green Reportingprovides data to cover key environmental and energy issues that are important in helping your clients achieve their “earth friendly” business objectives.

for your clients

Contact FMAudit today to learn more about how

Green Reporting can add more “green” to your profits.

FMAudit ad July 10:Layout 1 6/24/10 1:18 PM Page 1

Managed Print Services Associationwww.yourmpsa.org

The MPSA is an independent, non-profit and interna-

tional organization that seeks to develop standards and best

practices within the MPS industry. Our primary charter pro-

vides educational resources to multiple segments of the

industry including customers, dealers, manufacturers and

other providers of MPS infrastructure, which we provide

through educational webinars, newsletters and special

“Beyond the Classroom” articles designed to provide our

members a competitive edge within the MPS industry.

Metrofuser www.metrofuser.com

StockWorksMPS is Metrofuser’s advance stock program

designed to reduce shipping costs and remote inventory risk

for our MPS provider customers. Metrofuser will advance or

“consign” stock of select remanufactured maintenance kits

and some high mortality printer parts. These parts are

strategically placed at customer sites, warehouses or in

technician’s vehicles and are ready for immediate use on

down printers or printers sending the “Printer Maintenance

Required” message, all but eliminating exorbitant expedited

shipping costs.

MPSConnect www.mpsconnect.com

MPSConnect provides a centralized, collaborative, non-

competitive forum for the MPS industry. Its Web portal,

newsletters, industry-specific search engine and related tools

are free of charge. The MPSConnect audience is comprised of

business managers, senior technical decision makers, print

service providers, dealers, consultants and hardware/

software vendors. Our mission is to provide free and easy

access to the fullest array of industry research and informa-

tion in order to simplify and accelerate solution acquisition

and implementation. It does this by providing centralized

access to all identified industry resource providers around

the world via its free, convenient, one-stop portal.

MWA Intelligence Inc. www.mwaintel.com

MWAi is an M2M/M2P enterprise-class asset manage-

ment solution provider of leading-edge software, enabling

full automation between service personnel, PDAs, laptop

PCs, imaging units and ERP systems. MWAi provides the

intelligent, secure and seamless integration necessary for

optimal infrastructure support, cost recovery, human and

system asset management and actionable data fields, all

leading to “value up and cost down” business returns.

NER Data Products Inc. www.nerdata.com

NER’s Print4 covers all aspects of managed print through a

comprehensive suite of software, support, mentorship pro-

grams, supplies and parts fulfillment, national service

delivery/dedicated help desk, efficient program deployment/

management, leasing options and CPP billing. We work with

you at the end-user level and teach you how to close

managed print business.

OMI www.outsourcemanagement.com

The Managed Print 4 U service provides hardware, supplies

and service organizations the ability to monitor, manage,

report and communicate events associated with the cus-

tomer’s print environment. It also offers personal branding to

the service organization with personalized reporting and mar-

keting-related activities concerning the service organiza-

tion/customer relationship. Managed Print4 U aggregates

printer information to drive additional revenue by identi-

fying new opportunities in supplies, parts and service areas.

Parts Now! www.partsnow.com

The industry is changing fast and it probably has you

wondering how you will compete when the things you have

always done do not work as well as they used to. That’s

where we come in, with the ideas and innovations that help

you not just survive, but thrive. It’s all here: MPS, training,

tech support, printer parts and toner.

Photizo Group www.photizogroup.com

Photizo Group is a research and consulting firm special-

izing in managed print services providing MPS insights, per-

spectives and success to clients around the globe. In April of

2009, Photizo hosted the first-ever Managed Print Services

Conference and has continued to offer educational and net-

working events, expanding the MPS conferences to Europe,

Asia Pacific and the Americas. Photizo offers the dealer/

reseller community many tools to assist in navigating and suc-

ceeding in this changing environment, including: the Market

Intelligence Package, reports and the MPS Insights Journal.

Print Management Solutions Groupwww.printmanagementsolutionsgroup.com

The Print Management Solutions Group supports and

accelerates print management training initiatives within the

document imaging industry. Our consulting and MPS

training solutions help you build and sustain a competitive

advantage. By leveraging our talent, experience and extensive



resources, we provide a seamless solution to improve sales

and sales management effectiveness, service productivity

and profitability, and operational efficiencies. We have built

our value proposition and reputation as a dynamic organi-

zation with the ability to provide measurable returns.

Print Tracker www.printtracker.net

Print Tracker, a print management solutions company,

offers training with modules that include: Planning for MPS

Success; A Case for Print Management — Print Tracker

Prospectus; and MPS Deployment Best Practices. The ses-

sions are available now and can soon be downloaded by

Print Tracker clients from an eLearning link on the Print

Tracker Web site. These training classes are included as

tracks in Print Tracker’s ongoing MPS Certification process.

Recharger Magazine www.rechargermag.com

Recharger Magazine offers the Managed Print Summit, a

full-day frontrunner to its World Expo. The summit features

a line-up of industry experts providing an in-depth look at

the ins and outs of managed print. Recharger also produces a

supplement, Recharger Magazine’s Managed Print; Total Print

Solutions, a quarterly e-newsletter focused on managed print;

and RechargerMag.com’s Managed Print Portal, an online

resource of managed print news and articles.

Ricoh Americas Corp. www.ricoh-usa.com

Building upon years of experience with MPS best prac-

tices, Ricoh has developed a Managed Document Services

(MDS) approach that reaches beyond the printing realm.

Ricoh offers its dealers a suite of effective MDS tools based

upon its four-phased approach of assess, design, implement

and manage. MDS enables providers to move beyond a

reseller role by becoming a long-term consultative partner

with their customers.

Strategy Development www.strategydevelopment.org

Strategy Development is a management consulting and

w w w . o f f i c e t e c h n o l o g y m a g . c o m | J u l y 2 0 1 0 | 15


training firm that offers solutions to launch or expand a

profitable, highly successful MPS program. Our suite of

offerings spans all functional areas including planning,

sales, back-office operations and service. Increase your

share of wallet and maximize account penetration with our

MPS sales consulting engagement or learn the details to

make it work with an operations and service consulting

engagement. We developed and team-teach the BTA MPS

Sales Workshop, BTA MPS Operations & Service Workshop,

BTA Sales Management Workshop and BTA Business Plan-

ning Workshop. We also developed, in conjunction with

InfoTrends, the MPS eLearning Sales Training Program.

Supplies Network www.suppliesnetwork.comSupplies Network offers a suite of training programs to

help dealers successfully sell and administer a managed

output services model. Sales/program trainings focus on a

range of topics from getting and conducting “C-level”

appointments down to deal crafting and proposal genera-

tion. Operational training focuses on the details of the

CARBON SiX Print Management program, like setting up

data collection software, arranging for our exclusive Auto

Toner Replenishment System, and setting up the optional

page billing and/or service components. Infrastructure

training is also available for owners and senior managers

interested in topics like business planning, sales compensa-

tion planning and deal pricing/profitability.

Toshiba America Business Solutions Inc.www.copiers.toshiba.com

Toshiba’s MPS program, Encompass, focuses on man-

aging an existing fleet of devices, despite brand. It allows

dealers to purchase services at three levels, from basic to

advanced, as cost-per-copy. The national customer service

dispatch for all devices with a single contact for dealers and

customers, and simplified billing directly from Toshiba, help

dealers manage their programs. LEAD 2010, Toshiba’s MPS

and PS conferences, taking place this month, provide hands-

on workshops to help dealers succeed.

U.S. Bank Office Equipment Finance Serviceswww.usbank.com/OEFS

For more than 30 years, U.S. Bank Office Equipment

Finance Services has been providing tangible finance solu-

tions focused on your unique business needs. U.S. Bank’s

Bundled Print Management (BPM) gives you the advantage

to stay in rhythm with market trends while driving deeper

relationships with your customers. By aligning your

company with a financing partner that provides you with

expert billing and collecting, professional tools and invalu-

able industry connections, you will elevate your print man-

agement proficiency.

West Point Products www.westpointproducts.com

West Point Products (WPP) offers its Axess™ MPS as part

of its portfolio of products and services intended to add

value for customers. Axess™ MPS has grown considerably

since its launch, due to the solid reputation that WPP has

built in the imaging industry. Axess™ MPS is scalable and

customizable, allowing customers to enter the MPS arena

in their own way, customizing their level of

participation to suit their needs. �Brent Hoskins, executive director of the

Business Technology Association, is editor

of Office Technology magazine.

He can be reached at [email protected].


Cover Story July 10:Cover Story July 10 7/2/10 2:46 PM Page 14

Two ways to profit from price-performance.

Outstanding Price-Performance

WorkForce is a registered trademark and ImageWay is a servicemark of Epson America, Inc. Epson is a registered trademark, Epson Exceed Your Vision is a registered logomark and Exceed Your Vision is a trademark of Seiko Epson Corporation. ©2010 Epson America, Inc.

Epson WorkForce®

Pro GT-S50 Scanner

Epson WorkForce®

Pro GT-S80 Scanner

Epson ad July 10:Layout 1 6/22/10 1:53 PM Page 1


by: Brent Hoskins, Office Technology Magazine

Q&A: Rock JanecekBTA’s new president assumes office July 1

On July 1, Rock Janecek became

the 76th national president of

th e Busin ess Technolog y

Association (BTA). He serves as a

division service manager for Bur-

tronics Business Systems Inc. , a

Lanier and Konica Minolta dealer-

ship located in San Bernardino, Calif.

In 1980, after four years of service in

the U.S. Marine Corps., Janecek went

to work for Saxon Business Products.

He later worked at two Southern Cali-

fornia dealerships — the second one

International Images, purchased by

Burtronics in 1999. Janecek is PDI+

and CDIA+ certified and is also a Microsoft Certified Profes-

sional and Microsoft Certified Technology Specialist.

Recently, Office Technology magazine had the opportunity

to visit with Janecek. He was asked about the association,

the dealer channel and his role as a BTA volunteer. Fol-

lowing are his responses:

OT: How did you get involved as a BTA volun-teer and how have you benefited from yourservice to the association?

Janecek: I attended some of the BTA West district events

and really enjoyed the interaction with others in the

industry, being able to listen to and visit with them about

their best practices, learning what they were doing in

certain situations. Those experiences led to my interest in

volunteering — first at the local level, then for the district

and, in recent years, at the national level.

At the national level I have found that it is particularly

valuable to interact with members from different parts of

the country, since they often view certain aspects of the

industry from a completely different perspective. Plus, until

I volunteered at the national level, I

wasn’t aware of probably half of what

BTA has to offer. For example, I wasn’t

familiar with the full scope of the edu-

cational programs being offered or the

many legal documents and forms that

are available on the members-only

section of the association’s Web site.

OT: What has kept you activeas a BTA volunteer through theyears?

Janecek: I think it’s two things. One

is the friendships and the camaraderie

among the volunteers. I ’ve really

enjoyed developing friendships with dealership owners and

others. The other part is, I have become very excited about

the course BTA has taken. It has been renewed in recent

years. Today, there is a stronger effort to bring dealers back

into the association and let them know the impact BTA can

have on their businesses. It is always exciting to be part of a

winning team, a growing movement.

OT: Looking to the year ahead, what are someareas you believe will be your primary areas offocus as BTA president?

Janecek: One of my goals is to see BTA broaden its reach

to include more non-office-equipment-centric companies.

For example, I would like to see more printer repair compa-

nies and network VARs join BTA. BTA can provide such

companies great value that can help them boost the bottom

line as it has done with traditional copier/MFP dealerships.

Similarly, there are also many companies that have only

worked with low-end product manufacturers or have only

bought hardware through distributors, never aligning with a

large, full-line manufacturer. I believe some of these companies

Janecek July 10:Janecek July 10 7/2/10 3:26 PM Page 10

have never really been exposed to BTA.

They don’t know that for only $430 a year

they can get access to a vast amount of

information, educational programs,

research reports and legal assistance,

plus all of BTA’s many discount pro-

grams. I plan to guide BTA to bring more

of these companies into the membership.

OT: Why do you believe BTA isimportant to the industry and dealers today?

Janecek: Looking back at BTA’s long history and its many

educational programs, BTA has set the ground rules for how a

dealership should be operated. Through the BTA educational

programs of the ’70s, ’80s and ’90s, BTA has played a signifi-

cant role in helping to grow some of our industry’s largest

dealerships. Today, that has not changed. For example, BTA is

now setting the ground rules and helping dealerships achieve

success in managed print services through its latest educa-

tional programs, including our MPS Sales Workshop and MPS

Operations & Service Workshop. Dealers who take advantage

of BTA membership know what a great partner the associa-

tion can be in helping them achieve the greatest level of

success possible. That was true in BTA’s earlier years. It

remains true today.

In addition, as I mentioned, there is

BTA’s research, legal services, etc. Col-

lectively, all of these offerings — along

with the educational programs — make

BTA vital to any dealership looking to

set itself apart from competitors.

OT: What do you see as someof the greatest challenges today

for office technology dealerships? How can BTAhelp dealers address those challenges?

Janecek: Today, technological advances are occurring so

quickly that it is difficult for dealers to stay up to speed with

software developments, document management require-

ments and the changing complexity of machines. Sales-

people have to be well-equipped so they can confidently

show how today’s equipment will benefit end users on a daily

basis. Similarly, the demands of customers are changing,

which, in part, is giving rise to MPS.

Manufacturer training is helpful, particularly when it comes

to the capabilities of machines, but it is not enough. If you

only rely on a manufacturer’s training and do not keep an open

mind in terms of the other choices that are out there, then you

Looking back at BTA’slong history and itsmany educational programs, BTA has set the ground rules for how a dealershipshould be operated.


BTA 2010-11 President-Elect Tom OuelletteNearly 25 years ago, after receiving his

honorable discharge from the United StatesNavy, Tom Ouellette began his career in theoffice technology industry. He first took coursesat the Electronics Computer ProgrammingInstitute (ECPI) in Chesapeake, Va. After gradu-ation, Ouellette began working as a servicetechnician on electric typewriters and copiers.

In 1989, Ouellette founded Budget Document Technology in hisgarage as a single-man operation. Since then, the company hasgrown and now employs 20 people serving central and southernMaine. The company sells Kyocera Mita and Konica Minolta prod-ucts and has two locations. It is headquartered in Lewiston, Maine.

In 2009-10, Ouellette served as BTA vice president. He nowserves as president-elect. He says he originally decided to volunteerfor BTA in order to give back to the association. “I just felt it was timeto give back to an organization that has been good for the industry,”he says. “We work on providing discount programs, as well as bring-ing education and multiple vendors together. This gives dealers moreoptions when they make choices for their businesses.”

During his time on the BTA Board of Directors, Ouellette has beenable to work with other board members to better the experience ofBTA members. “Last year’s president, Bill James, recommended thatwe start task force teams in order to increase membership, promote

education and research, and to discuss marketing strategies,” saysOuellette. “We assigned two board members to each task force,and asked them to brainstorm to come up with new ideas. I wouldlike to see this continue and would welcome any BTA member to for-ward his or her ideas on to BTA so that we can use them to furtherhelp the dealer community.”

In addition to being visible in the dealer community, Ouellettesays BTA has made an impression on manufacturers and vendors inthe last year. “When I attended ITEX this year, the vendors I talkedto seemed to realize that the BTA channel is a great point of distribu-tion for their products or services,” he says. “This tells me we are onthese vendors’ radars. At our district events, it does not take us longto fill our vendor sponsorships. I believe we are on the right trackand need to keep the momentum going.”

One goal he has is to revisit the subject of a group health insuranceplan for BTA members. “Now that health care reform has passed, Iwould like to see us rethink this subject again to try and create a BTAgroup plan that could be put in place nationwide,” says Ouellette.

Ouellette has high hopes for BTA’s future. “I imagine the associa-tion will keep growing and growing. I believe with the board of vol-unteers that is in place, as well as vendor members taking an activerole in BTA, we have nowhere to go but up. We are a strong voicein this ever-changing industry.”

— Elizabeth Marvel


may lose some potential customers. This

is one area in which BTA can be very

helpful, again, through its educational

workshops. Dealers who attend BTA

workshops are better able to stay abreast

and more in tune with what is actually

going on in the marketplace. Through

discussion of real-world examples, best

practices and road maps to success —

whether it’s development of a business

plan, a thorough understanding of financial benchmarks or

strategies for success in MPS — BTA’s workshops are providing

dealers with the tools they need to succeed.

Of course, there are other big challenges, not the least of

which is growing competition. For example, today, compa-

nies that were once just taking care of networks and work-

stations are now selling printers and MFPs as well. We have

more competition now than we did 10 years ago. There was

a day when end users who wanted a copier would just go to

a copier dealership. Now if they want a copier/MFP, they

may also go to a computer VAR or, in some cases, just pull it

off the shelf at a local superstore. It seems to me that for a

dealer to succeed in facing increasing competition, he (or

she) can best do so by aligning himself with others with a

shared focus who are like-minded. BTA

dealers have been learning from each

other and helping one another for years

through our various educational pro-

grams and networking opportunities.

There is strength in our numbers.

OT: What is your vision for BTAas you look to the years ahead?

Janecek: Five years from now, or even

10 years from now, there is still going to be a Business Tech-

nology Association and it will be very active and thriving,

serving the needs of the industry’s leading office technology

dealerships. Consider that 10 or 15 years ago, people were

talking about the paperless office and some dealers were

afraid that the coming paperless office was going to be the

demise of their businesses. Today, dealers are pushing more

paper than ever. So, while the devices that dealers sell will

change, the purpose for placing those devices will remain

the same. Similarly, BTA’s role will remain the same —

helping dealerships achieve greater levels of success. �Brent Hoskins is executive director of the Business Technology

Association and editor of Office Technology magazine.


BTA dealers have beenlearning from each otherand helping one anotherfor years through ourvarious educational programs and networking opportunities.


BTA 2010-11 Vice President Terry ChapmanTerry Chapman has served as president of

Business Electronics Corp., a Toshiba and Lanierdealership in Birmingham, Ala., for 22 years. He isa graduate of Birmingham Southern College. Hereceived his bachelor’s degree in 1984, and hismaster’s in 1989. Before moving into office technol-ogy, he worked in the banking industry.

In 1988, Chapman’s father, Larry, who wasserving as a Xerox employee, encouraged his son to start his ownbusiness, helping him establish Business Electronics Corp.

“After working with another dealership for a while, my fatherworked with me to found Business Electronics,” says Chapman.“We’ve found it to be a great partnership and family business, andenjoy working together. Larry has been involved with BTA for many,many years, and he introduced me to the BTA Southeast group. I firstattended the BTA Southeast conference in Waynesville, N.C., withhim, and one or both of us have attended it every year since 2002.”

Chapman’s interest in BTA Southeast led him to volunteer for thatdistrict’s board of directors, which led to his position on the nationalboard. He currently serves as BTA’s national vice president. He isalso a past president of BTA Southeast. In 2008, he was namedBTA’s Volunteer of the Year.

Chapman says most of his work for BTA is done in the areas ofmembership recruitment and conference planning. “I’ve worked on the

BTA Southeast conference since 2007, recruiting speakers, workingwith venues and recruiting sponsors and exhibitors,” says Chapman.“As to membership, I volunteered for the national task force on mem-bership. We are working there to build up the prospective member listsand target the most important non-members in each region.”

He cites several strengths that will help him with his work on thenational board of directors. “I’ve had a vision for how to improvethe organization and have been able to bring other people into theorganization to work on it,” says Chapman. “People tell me I’m aborn salesperson, and selling BTA is not that difficult to do, so that’sbeen an area where I’ve been able to help — to promote BTA andmake sure people understand the benefits of the organization andwhat it can do for them.”

Chapman anticipates that BTA will become more integral to BTAdealers’ businesses in the years to come. “I think the organizationis going to continue to become more important to dealers,” hesays. “We’re certainly offering more benefits to them, and we’redoing a much better job of representing the dealer community. Notonly are we offering more benefits, but we’re also doing more toadvocate positions that the dealers want. We are the advocate forour dealers, which is something that really hasn’t been done fullyuntil now. We’re doing a better job of that, and I think we’ll con-tinue to improve.”

— Elizabeth Marvel


Manage More Meter Contracts

Taking your business to the next level is easy when you have the tools you need for MPS success.Our complete dealer management systems let you simplify and automate your meter billing and contract administration. Optimize your supply orders based on usage trends. Know the profitability of every contract. See your people become more productive. And watch your profits grow.

Get the power of automated service management at an affordable price. We’ve helped thousands of dealers in over 40 countries optimize their field services and gain a competitive edge.

Call us today. Let us put our know-how to work for you.

is

ne

g yeasy when yo

eed for MPS su

ou have the too

uccess.

ols you

Our ou

baspeo

Gete’Wvser

Call

complete dealer managemer meter billing and contract

ends. Know ted on usage troductivee prple become mor

the power of automated se’ve helped thousands of deavices and gain a competitive

. Let us put our knl us today

ent systems let you simplifyadministration. Optimize y

y conofitability of everthe profits gre. And watch your pr

fvice management at an aferalers in over 40 countries ope edge.

now-how to work for you.

y and automatedersour supply or

ntract. See your .owr

dable price.forptimize their field

Project1:Nexent ad Feb 10 1/15/10 8:36 AM Page 1


by: Brent Hoskins, Office Technology Magazine

Dealer StrategiesBTA Southeast hosts educational event June 16-17

Expanded in scope over previous BTA Southeast edu-

cation and networking events in recent years, the dis-

trict’s Dealer Strategies Summit 2010 featured two

education tracks and 20 exhibiting sponsors. The event,

which drew approximately 80 dealer and vendor attendees,

was held June 16-17 in Orlando, Fla.

“Based on the positive response to our recent confer-

ences, the schedule in Orlando was expanded to include 15

education sessions and 10 presenters,” said 2009-10 BTA

Southeast President Mike Upchurch. “As expected, this

change proved to be the right decision, based on the com-

ments we have received and the high degree of audience/

presenter interaction that occurred in each session.”

Feedback from Hector Bezuidenhout, president of Digital

Business Machines, Nashville, Tenn., supports Upchurch’s

comments: “I really appreciated the event because I got to

hear other dealers’ solutions to the same problems I face. I

always learn a lot at BTA events. They are a great investment.”

Another attendee commented on one presenter in partic-

ular. “Thank you for a great conference,” said Chris Gaiser,

assistant service manager at North American Office Solu-

tions, Orlando, Fla. “I thought it was very insightful. The

speakers were very pleasant and knowledgeable. I especially

liked Mike Woodard’s ‘Service Delivery in the MPS World.’ I

gained a great deal of knowledge from him.”

Sponsors for the event were: Color Imaging, De Lage

Landen, Digital Gateway, Digitek Computer Products,

DocuLex, DocuWare, ECi Software Solutions, Epson America,

Equipment Data Associates, ESP, FMAudit, GreatAmerica

Leasing, Image Star, Muratec America, Polek & Polek, Print

Audit, Print MIB, SalesChain, Sharp Electronics and Supplies

Network. The next BTA Southeast event is scheduled for Oct.

22-23 in Waynesville, N.C. Watch www.bta.org for details. �Brent Hoskins, executive director of the Business Technology

Association, is editor of Office Technology magazine.


Clockwise from top: Attendees and exhibiting sponsors visit in

the exhibit hall at the BTA Southeast Dealer Strategies Summit;

Teresa Hiatt, Ricoh Americas Corp., presents “New Skills

Required for Solutions Selling,” one of two sessions she

presented; Terry Chapman (left), immediate past president

of BTA Southeast, presents a Past President’s plaque to

outgoing 2009-10 BTA Southeast President Mike Upchurch;

Upchurch presents the 2010 BTA Southeast Volunteer of the

Year Award to Debra Dennis, incoming 2010-11 BTA Southeast

president-elect; and Larry Breed, MarketMentorOnline Inc.,

presents “Multiply Sales Without Adding Salespeople.”

BTA Southeast July 10:BTA Southeast July 10 7/2/10 2:51 PM Page 10


Data Cleansing Summit Held in OrlandoIn the wake of the April 19 CBS Evening

News investigative report and other televi-sion news reports regarding the risks associ-ated with confidential information being lefton copier/MFP hard drives, many in theoffice technology industry have beenresponding to numerous inquiries from con-cerned end users. To help the industry betteraddress these concerns, BTA hosted the DataCleansing Summit at the conclusion of theBTA Southeast event in Orlando, Fla. TheSummit drew 26 attendees.

“This is a critical issue,” said BTAGeneral Counsel Robert Goldberg, organ-izer and moderator of the June 18 Summit.“There has been a lot of fanfare and a lot of concern from all levelsof the industry. Our purpose today is to come up with a direction, sothat we can go back to the government and say how we as an indus-try can, perhaps, address the data cleansing issue and the retentionof information on hard drives.”

Goldberg told attendees that he had been in contact with theFederal Trade Commission (FTC) and U.S. Representative Ed Markey,D-Mass. He shared with Summit attendees a copy of a letter fromMarkey to the FTC that states, in part: “I am concerned that these harddrives represent a treasure trove for thieves, leaving unwitting con-sumers vulnerable to identity theft as their Social Security numbers, birthcertificates, medical records, bank records and other personal informa-tion are exposed to individuals who could easily extract the data fromthe digital copier’s hard drive and use it for criminal purposes.”

Markey’s letter also expresses his interest in learning about actionsthe FTC has taken to investigate the issue and includes this counsel: “Ialso encourage the Commission to pursue measures to provide con-sumers with additional information about the privacy risks associatedwith the use of digital copiers for copying sensitive information and thesteps consumers can take to protect themselves against these risks.”

Goldberg also shared a copy of the FTC’s reply to Markey fromFTC Chairman Joe Leibowitz. Leibowitz states, in part: “The FTC isnow reaching out to copier manufacturers, resellers and retail copyand office supply stores to ensure that they are aware of the privacyrisks associated with digital copiers and to determine whether theyare warning their customers about these risks, whether they are pro-viding education and guidance on this subject, and whether manufac-turers and resellers are providing options for secure copying.”

Referencing several telephone conference calls he has had withrepresentatives at the FTC, Goldberg said they had suggested severalpossible responses, including a national registry for copier/MFPs,where each machine would be linked to a title, like in the automobileindustry, so that ownership could easily be traced. However, discour-aging a regulatory response, Goldberg said he had, instead, encour-aged the FTC to focus on consumer education as the best avenue forthe FTC and others to pursue. FTC representatives are receptive to thestrategy, he said, and they are open to partnering with the industry infacilitating consumer education.

During the open discussion at the Summit meeting, it was notedthat state legislation may increasingly emerge regarding copier/MFP

hard drive security. In fact, explained oneof the Summit attendees, a legislator inNew Jersey had recently introduced legisla-tion that would require that records storedon a digital copier be destroyed under cer-tain circumstances. In part, the legislation,proposed by Assemblywoman LindaGreenstein, D-N.J., states: “Any person thatwillfully or knowingly violates the provi-sions of this act shall be liable to a penaltyof not more than $10,000 for the firstoffense and not more than $20,000 for thesecond and each subsequent offense.”

Following the Summit, Goldberg wroteGreenstein, stating that the Summit had

taken place and that efforts are underway to address the risks associ-ated with confidential information on copier/MFP hard drives. Hewrote, in part: “We believe our educational effort, industry-wide, is abetter alternative than legislation with financial penalties for end-userswho fail to erase or have their data erased. BTA would welcome theopportunity to discuss our efforts with you and share our plans to edu-cate end users to the perils of un-cleansed hard drives.”

Also subsequent to the Summit, Goldberg sent the following list ofstrategies to the attendees, documenting what had been agreed uponduring the meeting as action steps going forward:

(1) Develop an end-user publication regarding data and imageretention on copier/MFPs and printers.

(2) Coordinate education efforts with the FTC on data and imageretention.

(3) Work with Congress regarding industry efforts to educate endusers regarding data and image retention.

(4) Monitor, testify and submit comments on any proposed state orfederal legislation.

In addition to dealers and BTA staff, the vendor representativesattending the Summit were as follows: Laryssa Alexander, ECi SoftwareSolutions; Bob Blais, CopEx Inc.; Anthony Bragoli, Ricoh AmericasCorp.; Peter Davey, Toshiba America Business Solutions Inc.; LanceDickson, GreatAmerica Leasing Corp.; Jim D’Emidio, Muratec AmericaInc.; Mark Hart, Lexmark International Inc.; Michael Howard, Hewlett-Packard; Terry Knopsnyder, Kyocera Mita America Inc.; Mike Marusic,Sharp Imaging and Information Company of America; Bryan Punzel,U.S. Bank Office Equipment Finance Services; Kim Rivera, TygrisCommercial Finance; Paul Scarlett, GE Capital; Mike Stramaglio,MWA Intelligence; Raj Thadani, Mars International; Jonathan Fischer,Samsung Electronics America; Jay Reagan, Wells Fargo FinancialLeasing; and Calvin Rosen, Kyocera Mita America Inc.

The group plans to have a second meeting in conjunction with theBTA East “Grand Slam 2010” event, scheduled for Sept. 23-24,2010, in White Plains, N.Y.

(Goldberg has prepared two documents that are intended to helpBTA member dealers address the data cleansing issue: “DataCleansing or Hard Drive Removal Agreement” and “Data CleansingWaiver.” Both are available to members only via the BTA Web site,www.bta.org. On the home page, click on “BTA Legal Services” andthen “Legal Documents.”) �

Representatives of 17 vendors were among

the Data Cleansing Summit attendees.

BTA Southeast July 10:BTA Southeast July 10 7/2/10 10:45 AM Page 11

As the economy begins to improve, there

is a reduction in unemployment as

well. As individuals return to the work-

force, they must be recruited and interviewed.

Conducting an effective interview is essential

to a good hire. Gut decisions may bring stom-

achaches, whereas a thorough interview

should result in a sound employment decision.

Start with a standard application for all

candidates. There is a sample employment

application on the BTA Web site, www.bta.org.

Review the completed application outside of

the applicant’s presence. Determine if the

applicant has the necessary job requirements for the position.

Many candidates may be eliminated based upon their applica-

tion responses. This process will save considerable time and

allow you more time to interview the fully qualified individuals.

Of course, you will have determined the job’s requirements by

preparing a job description at the start of this process.

Determine the format of the interview process. Will a single

individual, a panel or a succession of individuals conduct the

interview? A combination of the approaches can be used if a

candidate is going to be asked back for a second or third inter-

view. Attempt to ask the applicant a core set of questions.

Questions should be open-ended so you can learn from the

applicant. An interview is not an opportunity to impress

someone about your own accomplishments.

Confirm the details of past employment and inquire about

any gaps in employment. If an applicant took time off to have a

family, do not start asking about his (or her) family. All ques-

tions should be related to the open position. An applicant who

volunteers information not related to bona fide occupational

qualifications should be steered back on track without

comment on the information shared. In regard to past employ-

ment, you should inquire about the size of the company,

reason for leaving, references he would expect to receive,

duties, salary information, what he liked best and, of course,

his dislikes as well.

Determine the individual’s interest in the position. What

part of the job interests him most? What does he know about

your company? Ask a question or two about your Web site to

determine if he has done any preparation prior

to the interview. Inquire as to why you should

hire the individual. Ask him for a description of

his ideal boss, the hardest thing he may

encounter about his new position and the avail-

ability to travel or work overtime, if required.

You may inquire about military experience if

military experience is related to the position.

You may ask about convictions, but not arrests.

If the job requires driving, ask the applicant if

he has a valid driver’s license and to summa-

rize his driving record. After a conditional offer

of employment is made, you can confirm the

driving record with the completion of an authorization from the

applicant. A sample authorization is on the BTA Web site.

Following the candidate’s interview, check all references. If

the applicant provides family members as references, ask for

additional non-family references. Ask each reference how he

knows the applicant and the length of time he has known him.

Also ask on what basis is the reference being provided — by

personal observation or second hand. For employment refer-

ences, verify the position held, dates of employment, compen-

sation, reason for separation and an opinion of the individual.

All information received should be documented.

There are numerous areas that should not be discussed

during an interview: age, dates of school attendance, previous

home addresses, religious affiliation, name of priest, minister, or

rabbi, maiden name, marital status, whether pregnant or plan-

ning to become pregnant, children, whether the candidate

owns or rents his home, if he has loans outstanding, sexual pref-

erence, any workers’ compensation claim, nationality or family

medical history. The simple rule is that if the question is not

related to the job or a job qualification, it should not be asked.

Finding good employees is a difficult task. Asking the wrong

questions or conducting an ineffective interview can cost you

more than a bad hire. Prepare for interviews,

consider your questions carefully and be sure to

verify the information provided. �Robert C. Goldberg is general counsel

for the Business Technology Association.


by: Robert C. Goldberg, General Counsel for the Business Technology Association

COURTS & CAPITOLS

Effective InterviewingBegin by selecting fully qualified individuals


Goldberg July 10:Goldberg July 10 7/2/10 2:53 PM Page 26

EDUCATION CALENDAR

August10-11 BTA MPS Sales Workshop Kansas City, MO

Taught by Tom Callinan and Ed Carroll of Strategy Development, this two-day educationworkshop is designed to provide dealerships with the tools they need to establish a managedprint services strategy that will allow them to significantly increase the quantity of capturedprints, lock in customers, distinguish themselves from competitors and sell more hardware.

11-12 BTA ProFinance Chicago, ILProFinance instructors John Hanson and John Hey of Strategic Business Associates will teachyou the financial model that helped them make the decisions that grew DC Hey from a $5million to a $170 million IKON-acquired enterprise. In addition to helping you implement themodel in your company, they will help you understand the strategies required to become moreclient and employee focused.

17-18 BTA Service Management University (SMU) Denver, COService managers are under pressure to deliver sustainable margins greater than 52 percent.In order to achieve this goal, they need to understand a multitude of profit inputs such assetting prices, how employees are deployed, parts usage and logistics, and employee perfor-mance and development. In order to be effective, today’s service managers need to be ableto communicate with other company leaders, interpret reports, use data to develop andexecute plans and develop their employees to ensure maximum productivity. When serviceleaders leave SMU, taught by Mike Woodard of Strategy Development, they will be able toassess the service department’s strengths and weaknesses, develop specific actionable plansto address areas of opportunity, execute action items to drive sustained profitability and qualitycustomer service, successfully deliver profitable service in the MPS world and more.

25 Building My Business Webinar — “Leadership Development & Empowermentfor Office Equipment Dealers”Too often business leaders take too little time to focus on their own development because theyare simply too busy running the day-to-day of their businesses. A void in your company's lead-ership can hold back or hurt your dealership. During this webinar, presented by Sally Brause ofGreatAmerica Leasing Corp., you will learn the attributes associated with successful leadershipand how you can develop these attributes yourself and within your dealership managementteam. Practical and actionable tools will be shared based on current business case studies. Freeto BTA members, this webinar is scheduled for 4 p.m. Eastern, Wednesday, August 25.

For additional information or to register for courses or webinars, visit www.bta.org or call (800) 843-5059.


Calendar July 10:Calendar July 10 6/30/10 4:34 PM

BTA HIGHLIGHTS

BTA would like to welcome the following new mem-bers to the association:Dealer MembersAlexandria Business Machines, Alexandria, LAAllied Business Solutions, Boise, IDBlue Technologies Inc., Cleveland, OHBranch Office Solutions Inc., Indian Trail, NCCopy Doctor Inc., Los Angeles, CAElectronic Business Machines, Everett, WA

Vendor Associate MemberPayable Systems Inc., Charlotte, NC

Service Associate MemberMarket Mentor Online, Forsyth, GA

For full contact information of thesenew members, visit www.bta.org.

BERTLMegaNetDiscountBERTL is pleased to

offer BTA members a free one-week trial to itsall-inclusive MegaNet service, as well as anexclusive special rate of $475 for an annualsubscription. With MegaNet’s one-stopviewing, you will be armed with the industry’smost vital digital imaging information andcomparison analysis data to make competentbusiness decisions and to position yourselfstrategically in this competitive market. Formore information or to subscribe to MegaNet,visit www.bta.org and select “Member Benefits”from the left menu.

For more information on BTA member benefits,visit www.bta.org.

For the benefit of its dealer members, eachmonth BTA features two of its Vendor or ServiceAssociate members in this space.

BTA VendorAssociate memberUnion TechnologyInternational (UTec) isone of the world’s best-known suppliers of top-

quality aftermarket printer consumables,serving customers in more than 120 countriesfor more than 20 years. UTec offers morethan 4,000 SKUs in remanufactured andcompatible laser cartridges and inkjetcartridges, CISS, wide-format supplies,compatible ribbons, print media, inkjet andlaser cartridge parts, bulk ink and toner.

www.union-tec.com

BTA ServiceAssociate member LeaseCorporation of America(LCA) is a nationalequipment lessor ded-icated to supporting

small-ticket (under $250,000) equipmentvendors, distributors and manufacturers byproviding access to convenient, competitiveand efficient financing to customers of theirproducts. LCA is dedicated to providingconvenient point-of-sale financing solutions tohelp small-ticket equipment vendors, distrib-utors and manufacturers shorten the sales cycleand facilitate the close of a potential sale.

www.leasecorp.com

A full list of BTA Vendor and Service Associate members can be found online at www.bta.org.


Highlights July 10:Highlights July 10 7/2/10 2:54 PM Page 25

Editor’s Note: Tim McMahon took a look

at other Web-based products in the Feb-

ruary and March issues of Office Tech-

nolog y. Those two articles , “Cool

Technolog y” and “More Cool Tech-

nology,” are archived for BTA members

on the BTA Web site, www.bta.org.

In this article we will look at four

products that might make a big dif-

ference in your business and will

not break the bank. The first two are

from Google: Gmail and Google Alerts — and yes, they are

serious business tools. Next comes MyKlpz, which just might

be the best prospecting tool we have come across in a long

time. And, finally, we will take a look at LogMeIn, a remote PC

and smartphone access tool that could be a handy lifesaver.

Gmail for Business Mail? Should you use Gmail for your business? For a long time my

answer was “no.” After all, having an e-mail address with

“@gmail.com” on the end is not really professional, especially

if your company already has its own Web site domain and you

want your e-mail address to reflect that domain name. Also,

you do not want to change your e-mail address.

I realize now that I was wrong. I am convinced that Gmail is

a much better business option than Outlook or any other

desktop e-mail program. So let’s look first at what Gmail is and

why it is so good. Then we will look at how to use it with your

own domain name or existing e-mail account.

With Gmail, your e-mail is accessed and stored online and

you get to it through your Web browser. You would be surprised

at just how convenient this is when you are no longer tied to

that laptop. And with virtually unending storage, you never fill

up your hard drive — or lose it all to a virus or when it crashes.

What if I don’t have an Internet connection and need to get

to my e-mail? That usually happens to me when I am in the car

and need to get to those driving directions a client sent me.

The answer is to enable the Gmail “offline” feature, which

automatically stores duplicates of all your e-mails — and your

calendar — on your hard drive. Problem solved.

Now about that @gmail.com e-mail

address. Yes, when you set up Gmail

you will have to establish a personal

Gmail account and @gmail.com e-mail

address. But if you go to the settings/

general/accounts menu, you can add

any existing e-mail addresses — like

the ones associated with your com-

pany — into your Gmail account. Once

you have set this up — and it is easy —

you can send all your e-mails via Gmail

using your business e-mail address. To

receive business e-mails at your Gmail account, just go to

your e-mail provider and set up e-mail forwarding to your

Gmail address.

If yours is a very small business of one or a few people, this

should work great for you. If your business is a bit larger and

you want all your employees on Gmail but on one system,

Google offers Google Apps — a more sophisticated offering

that comes in both free and paid versions. Give Google’s Gmail

a try. You will not be disappointed.

Wake Up With Google Alerts This is one of those great little business tools that is rela-

tively unknown but is a real winner. Google Alerts is free and

worth its weight in gold. The idea is really simple. Google

Alerts are e-mail updates of the latest relevant Google results

(Web, news, etc.) based on your choice of query or topic. Some

handy uses of Google Alerts include monitoring what is going

on with your customers, keeping current on a competitor or

industry, watching to see if your business is “in the news” or if

others are commenting about you. Each day, Google scours

the Internet on whatever criteria you tell it to watch for —

industry news, a customer name, your company name, issues

you care about, etc. — and you receive an e-mail with the

results. It looks for Web site updates, news articles in maga-

zines, blogs, newspapers, press releases, etc.

Why would you care? I remember when I was caught flat-

footed when a client assumed I knew about his company’s

merger with a major competitor. When I said I did not know,

his answer was: “Don’t you watch our Web site?” Unfortunately,

Even More Cool TechnologyProducts that might make a big difference for you

by: Tim McMahon, The BizCAT Group

PRINCIPAL ISSUES


McMahon July 10:McMahon July 10 7/2/10 2:55 PM Page 26

I rarely have the time to continuously visit

every client’s site, much less search for

what is new. Even reading industry press

releases and business news can be a hit-or-

miss proposition. That is where Google

Alerts has improved my business life.

Just go to Google Alerts (www.google.

com/alerts) and in seconds you will be cre-

ating your first alert. Google Alerts is

simply a super business tool that ought to

be in your tool kit.

MyKlpz — Power Up Prospecting If there is one issue I have with sales force automation pro-

grams, like CRMs, it is that they do not always do enough for

the sales reps who use them. Yes, there is a lot of good history

information that is valuable to the company or a new sales rep

inheriting a territory or account, but on a day-to-day basis,

SFA/CRM systems ask salespeople to do a lot of data entry

without much immediate benefit (i.e., it does not do much to

help you close a deal). So, I am always searching for a sales tool

that both inside and outside sales reps would love because it

actively works to help them make money. And being a small

businessman myself, I want something that is easy to set up,

learn and use. And, it has to be light on the wallet.

Recently, I came across a new product called MyKlpz by

Contact Science (www.contactscience.com) that is designed

to increase the efficiency of sales prospecting whether you are

an enterprise or independent sales professional. Pronounced

“my clips,” it can be a standalone tool or a front-end to an

existing CRM or contact management system. I am oversim-

plifying for the sake of space, but essentially, with MyKlpz you

create a sales prospecting campaign (goals, target customers,

calls per day, sales messages, follow-up strategies, etc.) and

then the program works continuously to keep you on track. By

actively watching the results of what you are doing, the

program can let you know if you are doing the right things or

if your campaign needs to be adjusted. The monthly cost is

less than $40, which meets my “light-on-the-wallet” criteria. It

does not take a lot of success to justify the expense.

In sales there is no “silver bullet” to success, so it is worth-

while to point out that no software package will ever take the

place of the hard work of prospecting and the commitment to

doing it. Few salespeople, inside or outside, really like to cold-

call prospects even though it is clearly one of the most neces-

sary functions of business. If a tool like MyKlpz can improve

results, however, then it can make prospecting a lot less

painful and maybe even reduce call reluc-

tance a bit. MyKlpz is definitely worth a

hard look and a trial.

LogMeIn Remote Access Have you ever gone somewhere with-

out your computer and suddenly realized

there was a document you absolutely

needed on your desktop? Maybe your

computer is running slowly or acting

strangely, but your computer-guru buddy lives across the

country — and an over-the-phone walkthrough simply will

not cut it. Does your business have multiple locations or

people who work from home? Do you have an IT department

that gets swamped with phone calls and spends hours each

week troubleshooting? There might be a good solution for all

these problems, and depending on your needs, it might not

cost you anything at all.

At th e Bi zC AT S, we have b een looking at LogMeIn

(www.logmein.com) and its remote access technology.

Remote access is not really new and there are several good

competitors in this product area. I installed LogMeIn for

myself to give it a trial run. I tried a similar product some

years ago that let me access my home computer remotely

when I was traveling. At the time, I found it somewhat slow

and cumbersome. I also realized that as a small business

owner, I might only need these capabilities occasionally —

certainly not enough to justify paying a monthly fee. In other

words, it was something I could live without.

Testing LogMeIn, however, was eye-opening on several

levels: First, it was easy to set up and very fast. Second, the

basic free version does not expire. Third, the “Pro” and

“Rescue” versions are actually cost effective. Lastly, I can access

my PC from my iPhone. LogMeIn is supported on Windows

PCs, Macs and smartphones, including BlackBerry devices.

The “LogMeIn Free” product will meet the basic needs of

many very small businesses or independent professionals and is

a great way to try out this technology. Paid versions offer some

very nice additional features that are well worth considering.�Tim McMahon held senior executive positions for many years

with IBM and DEC before founding Catalyst, a global

consulting firm, in 1995. He is a best-selling

author of four books and has been featured

on CNN and CNBC International.

He can be reached at

[email protected].

Visit www.thebizcat.com/reviews.

... With My Klpz, you create a sales prospecting campaign... and then the program works continuously to keep you on track.


McMahon July 10:McMahon July 10 7/2/10 2:55 PM Page 27

Imagine what your life would be like without e-mail

and wireless Internet connections for your laptop

and BlackBerry. Sure, you could function, but if you

are not taking advantage of current technologies, you

are putting yourself at a great disadvantage. Marketing

folks who are not using the latest marketing technolo-

gies are putting themselves at the same disadvantage,

but often, they just do not know it.

Here is what most dealers’ marketing efforts look like:

You want to send out a snail mail or an e-mail blast to try

to find potential new customers, so you purchase a list

and send out the communication, blanketing the same

message to everyone. Even with a compelling message,

you will likely see response rates around 2 percent. That

is a lot of work for very little return. Is this scenario

familiar to you?

The best place to start is actually to look within your

own customer base. Why? Because you know a lot

about them and your foot is already in the door. What

do you know about your customers? Well, you know their

company names, contact names and their addresses. But you

also know their purchasing histories and environments, which

is the biggest difference. Using this information, you can

“plow” your field of customers to find hidden managed print

services (MPS) opportunities.

A key marketing technology is a customer relationship

management (CRM) system. CRMs allow you to run queries

and communicate to specific subsets of your customers. For

instance, you can run a query of those who have purchased a

production printer, but not the workflow software solution

that you sell. You can then send a communication about har-

nessing the power of the production printer and the benefits

of your workflow software. This is a not a new concept; I am

sure you have heard about it before. However, where this was

once reserved for large companies with large marketing

budgets, a wide variety of highly scalable solutions are on the

market today.

Taking it a step further, add a variable data package. Vari-

able data printing (VDP) allows you to vary the content in real

time. Go back to the CRM and export a customer list with pur-

chase histories. Instead of sending out a single message to a

targeted group, a series of targeted messages can be incorpo-

rated into a single campaign. The campaign options could

include workflow software, a sale on consumables for color

devices and information on your available maintenance pack-

ages. Those companies that purchased a production printer

would receive the workflow software message, while the sale

on consumables would go to customers who have purchased

color devices. Then you hit “Send” and the software goes

through and looks at the business conditions you defined in

the VDP software and automatically prints the appropriate

message for the appropriate customer.

The numbers speak loudly: When adding a colorful, person-

alized communication, response rates increase 34 percent;

repeat orders/retention increase by up to 48 percent; and re-

sponse times decrease by 35 percent.

I frequently shop on amazon.com and based upon my last pur-

chase, whether a DVD for me or a toy for my kids, I receive an e-

mail advertising other products I am likely to purchase based

upon my spending habits. I open Amazon’s e-mails because I

have purchased from them and have a level of trust with the

company. I at least take the time to look at their suggestions and

there is no question that these e-mails have resulted in a sale they

Farming for Opportunities‘Plow’ your field to bring MPS to current accounts

by: Kelli Jones, Strategy Development

MPS STRATEGIES


Jones July 10:Jones July 10 7/2/10 12:03 PM Page 26

would not have had otherwise. Apply this

concept to your customers.

Even if you cannot purchase a CRM

system, VDP software alone can be used to

personalize your communications.

Another idea: Put targeted marketing

messages on invoices. You are already

spending the postage to send the invoice,

so why not include a targeted message?

This is a great opportunity for cross

selling. Again, this is automated by VDP software that handles

transactional data streams.

There is a wide variety of levels of personalization; the more

personalized the message, the higher the response rate.

Adding a person’s name and title is better than “Dear Cus-

tomer.” Send a message that is relevant to the customer and

watch your response rates increase. You are spending less

because the message you are printing or e-mailing is to a tar-

geted, smaller audience. Because of this, you are getting higher

response rates.

Uncovering MPS account opportunities in your current cus-

tomer base will require flagging customers as MPS prospects.

This can be done in your CRM or, in the absence of that,

export a report from your invoicing system that includes the

following fields: customer name, address and e-mail. Sales

reps will need to go through and flag the account if they meet

the following criteria:

� They have a mix of output devices from different brands.

� They have a fleet of at least 25 output devices.

� They are a large customer with a cen-

tralized IT department.

Once you have flagged these current

customers, use this as your list to send

communications. Hit them with snail

mail and e-mails inviting them to open

houses, lunch-and-learns and webinars,

detailing the specific customer benefits

that come with your MPS offerings. It is

more work up front, but you are weeding

out a lot of time spent offering your MPS solution to cus-

tomers with no interest.

These techniques can be applied to every solution that you

sell. Giving your marketing department the proper tools will

allow you to sell more, more efficiently. It is worth the time

and investment. �Kelli Jones is the marketing manager for Strategy Development,

with more than 11 years experience marketing solutions and

services in the industry. Prior to Strategy Development, Jones

worked for Objectif Lune and IKON Office Solutions.

She is an expert in variable data printing, including

transactional, transpromotional and promotional; a sales tool

development guru; relationship-building expert; powerful

marketing and technical writer; and

skilled in the facilitation of knowledge

transfer and cross training.

Jones can be reached at

[email protected].

Visit www.strategydevelopment.org.


Giving your marketingdepartment the proper tools will allowyou to sell more, more efficiently. It is worth the time andinvestment.

ADVERTISER INDEX2-3 • BTA East District Event

(800) 843-5059 / www.bta.org

11 • Digital Gateway

(866) 342-8392 / www.digitalgateway.com

5 • DocuWare

(888) 565-5907 / www.docuware.com

17 • Epson

http://epson.com/ImageWay

13 • FMAudit

(573) 632-2461 / www.fmaudit.com

32 • GreatAmerica Leasing Corp.

(800) 234-8787 / www.greatamerica.com/Navigator

21 • Miracle Service

(866) 639-3681 / www.miracleservice.com

15 • Payable Systems

(937) 435-7818

16 • Select Dealer Group

www.selectdealergroup.org

31 • Strategy Development

(610) 527-3317 / www.strategydevelopment.org

9 • Samsung

(866) 726-4249 / www.samsung.com/printers

7 • Supplies Network

(877) 427-3261 / www.suppliesnetwork.com

Jones July 10:Jones July 10 7/2/10 12:03 PM Page 27

Moving revenue around made my service department look more profi table, but it had no impact on my bottom line: I need a consulting fi rm that understands my entire business!

At Strategy Development, the sustained success of our clients is our top priority. As the only fully integrated consulting fi rm in the imaging industry, everything we do has to have a positive impact on your bottom line profi ts. Whether improving service gross profi t, launching an MPS initiative, improving the purchase order to cash cycle or putting a business plan in place to grow market share, our focus is on your success as measured by revenue and operating income improvements. One area cannot suffer to make another look successful. Contact us and join the most successful companies in the industry.

610.527.3317www.strategydevelopment.org

Strategy Development ad Jan 10:Layout 1 12/2/09 12:35 PM Page 1

Executive Team Business Planning to help

you develop, sell, manage and grow your

Managed Print Services initiative.

Sales Training to teach the MPS sales process

and develop teams with advanced deal

crafting and interactive best practice sharing.

INTRODUCING

Your guide to MPS success

800.234.8787 | www.greatamerica.com/Navigator

PRSRT STDU.S. Postage PaidFulton, MO 65251

Permit #38 Office Technology MagazineBusiness Technology Association 12411 Wornall RoadKansas City, MO 64145(816) 941-3100www.officetechnologymag.comwww.bta.org

GreatAmerica ad July 10:32OT0408 6/17/10 8:19 AM Page 1

july 2010 office technology

Documents

t u r e

r t i c

p i t o

e sd e p

c o u r t s c

o f f i c e t e c h

p r i n c i p

i s s u e s04ot0710