Print Demand-Shaping the Next Big Thing?
This guest blog was contributed by Dr. David Cameron.
In a recent DOTC blog, Greg Walters raves about the value of shaping user demand through behavior modification (BeMod) software such as PREO, Print Audit 6 and others. I know the PREO package best but believe the others are good as well. So what is new about end-user management software that is creating a buzz?
The unique value that this approach brings to the managed print services sale is the ability to change the conversation from the outset. An example of this comes from Peggy X (for privacy), the sales manager for Reliable Technologies, when she called to get an appointment with the CFO at a regional bank. She said, “Talking about the benefits of the BeMod software to improve staff productivity (Preo, in this case) made all the difference. The executive told me that this was a different approach and he was interested in hearing more about how it could help them save money and operate more efficiently.” She got the appointment and a new opportunity.
BeMod software changes the conversation. Now you are talking about understanding the print environment from a user point of view. Devices remain important to enable the business processes but are secondary. The point is making the office staff more productive and achieving more efficient use of printing technology. As Justin West, MPS manager at Nationwide said during a recent seminar, “The user is everything.” He believes that giving the user information often enables them to work more productivity, and BeMod software fits that bill.
If you are not familiar with this type of product, check out the websites or call them. There are unique differences between them that, in my opinion, center on whether it is a user-managed solution that applies to a single business or is a dealer-managed solution that can look across your portfolio of business. This extends the idea of BeMod software to enable resellers to manage all aspects of the print environment. All packages of this type offer monitoring of user behavior – i.e., who is printing what, when, for which application, etc. However, end-user management software adds a new dimension to the MPS services model that is worth looking at.
Demand-shaping is affected through the end-user feedback system. The value of the approach is well documented and can pay back the investment in a ridiculously short time – i.e., typically in months instead of years. The theory is that informing users of print choices based on cost, environmental impact and other factors will positively affect their behavior. It works. Again, there are differences between solutions, some offering redirection of print jobs to lower-cost devices and others advising the user of more efficient printing means. I favor the gentler approach, which seems less disruptive to the working staff, but the other arguments have merit as well.
The downstream benefit to the reseller of end-user management software is in the quarterly business review, again changing the conversation to focus on office staff productivity. Again, the conversation shifts from device movement, changes, additions, deletions and volumes to printing activity by department, group or individual. The questions now focus on whether the technology is right for a functional group based on demand and need. This seems closer to businesses’ interest in productivity and efficient use of technology to get work done.
Is it the next “big thing”? Good question. I think anything that changes the conversation, helps you get the next appointment and offers sustained value across the engagement and life of the contract is an important differentiator. I suggest that you take another look at the BeMod software offerings and see how you can use it to gain an edge in your next sale.
Dr. David Cameron has over 25 years of experience as an executive in the hardcopy industry. He launched Cameron Consulting Group (CCG) in March 2011 to meet a market need for proprietary client advisory services, market research and consulting for the print and imaging industry including managed print services. His background ranges from managing production lines and equipment to leadership roles in business management and product development for Texas Instruments, IBM and Dell. In addition to corporate business experience he has actively participated in developing and managing a high-tech startup as well as co-owning several small family businesses with his wife. Cameron was part of the early days of outsourced managed services, leading executive sales and business process design for software system integration at IBM. Most recently, he has been COO of Photizo Group responsible for guiding research and developing strategic relationships with clients and collaborative partners. He also teaches in the MBA program at Concordia University. Go to www.ccg1.net for additional information about available services.
Posted by David Cameron on 11/15/2011