Print.IT Reseller - issue 110

01732 759725 44 VOX POP continued... What we have found is that the wider market isn’t very good at explaining any more than CPC and model speed history in driving change for the better, especially in the sustainability area. We’re proud to put our sustainability message at the heart of our solution. Driving purchasing behaviour and having the conversations upfront with our customers. David Smith: Almost every RFP we complete contains a highly relevant sustainability requirement, and these are now scored with increasing priority. You need to be on top of your subject and recommending the right solutions to maximise your chances of winning future net new customer contracts Terence Hargreaves: There’s been a significant shift in the landscape of RFPs; they no longer focus solely on cost, features, or service quality. Increasing numbers of RFPs now require comprehensive sections on environmental stewardship. For DMS Digital Group, this is less of a challenge and more an opportunity. We’ve incorporated a range of quantifiable environmental benefits in our solutions, such as reduced energy consumption, extended product lifecycles, and waste minimisation. This ‘Green ROI’ is now an essential part of our value proposition when approaching potential clients. PrintIT Reseller: More than two-thirds (69%) of respondents to the Quocirca study said customers are showing strong or moderate interest in sustainable offerings, and 92% say that customers are prepared to pay more for solutions with stronger sustainability, at least some of the time. Has this been your experience, or with the cost of living crisis, is cost still king? Mark Goulding: Cost isn’t king. It is definitely in our experience the messaging and the product sustainability that are key points for buyers. Energy costs are on everyone’s minds so anything that helps with that is also sought by businesses. Liz Budd: Every customer is different, but rising costs mean a cheaper option is still sometimes preferred over a greener one. The magic happens when we can offer a more sustainable option that is *also* a more competitive one, pricewise. Part of this comes down to a responsibility on behalf of a reseller to discuss the total cost of ownership (TCO) and be clear about all costs associated with taking on new services and solutions. What appears a cheaper option on paper isn’t a more affordable option over the course of a contract if the device isn’t energy efficient vs the alternative, for example. Resellers need to talk to more people in businesses to see the value of a more sustainable solution – marketers, premises managers, and environment teams working toward different goals that all add value to a solution. Andy Ratcliffe: At Key Digital, we emphasise value over cost. Customers are now placing a value on sustainability and how it adds to their ESG credentials. They will also have to present the actions they are taking to lessen environmental impact to their prospective customers, so it is vital that they value it. Cost differences tend to be negligible in the market these days, so presenting additional value can prove very advantageous, be that sustainability, productivity, or increased workflow efficiencies. Mark Bailey: Let’s face it, the first response when anyone is purchasing a service or product is costs. Does this service fit how much I am willing to pay? What we have found is that the wider market isn’t very good at explaining any more than CPC and model speed. Forcing a new customer down the price argument. When EBM onboards a customer, we are very transparent and open in our approach. Whilst the cost of living has been noticeable, once you have really found out what’s behind the customer’s purchasing decision. Commonly it’s not just price. Customers show great interest in the sustainable offerings. Whether it be devices that are heat-free or ones with long-life parts. Customers care about being ethical and knowing their decisions directly lead to a better environment. David Smith: It is not our experience that customers are prepared to pay more for sustainability. The market is exceptionally aggressive and competitive, with more and more suppliers chasing fewer and smaller opportunities. It is safe to say customers in a market like this expect very strong commercial offerings, that come complete with top notch environmental credentials. Terence Hargreaves: Our experience aligns well with the study’s findings. Despite an escalated sensitivity to price owing to the cost of living crisis, a substantial segment of the market views sustainability as a non-negotiable criterion. Indeed, many are willing to pay a modest premium for solutions that are environmentally responsible. However, ‘value’ is a multi-dimensional concept that extends beyond cost or sustainability, and our strategy aims to achieve an optimum balance of both. Mark Bailey