01732 759725 48 to our existing print customers. Even where print revenues are modest, introducing these additional services has significantly increased the overall value of those client relationships. Q: When selling MFPs, what are the most popular software solutions you provide and why? A: Cloud print solutions such as Printix and PaperCut continue to represent the main opportunities. However, Tungsten’s Power PDF offering has recently become an increasingly important addition. We have not seen significant uptake in scan solutions, with demand primarily focused on print management, security and pull-printing capabilities. Q: If you could change one aspect of your job, what would it be and why? A: Changing customers’ perceptions of value, helping them understand that if it’s a cheap price, there’s a reason it’s a cheap price. Trying to get that across in a sales situation is tricky, because it can make you look like you’re just being defensive. If they say they’ve gone somewhere else, and you point out they won’t get the same level of service, it doesn’t always land well. Q: How do you spend your week – time on phone, face to face meetings with customers etc.? A: A little bit of everything. A big chunk of my week is taken up with existing customers and the new opportunities we’re already working on. I also tend to get a lot of business through networking, which includes organised networking groups as well as more informal meet-ups with people I know. It’s really about continually trying to find new opportunities and driving a pipeline. I don’t tend to spend so much time cold calling on the phone; I prefer to see people face to face. Q: What would make your job easier? A: I’ve been working in sales for around 26 years, and I genuinely enjoy what I do. I thrive on the excitement of the chase and the satisfaction of securing new business, so I wouldn’t really change anything about the role itself. price-driven battles that leave little immediate profit. The real opportunity comes later, using those hard-won contracts as a platform to introduce additional products and services. We’ve secured some excellent new accounts recently, which strengthens our position in the market, but the short-term financial gains are often modest. Q: Which OEMs do you partner with and why? A: Develop and Fujifilm. Both provide a consistently high level of support to our business. Q: What are your customers most interested in currently? A: What clients value most is the quality of service and support. When issues arise, they want confidence that they will be resolved quickly, with consumables delivered on time and without disruption. This is where we differentiate. Like many channel partners, we are able to provide a level of service that OEMs often struggle to match. In our region particularly, OEMs have limited local infrastructure, which can impact responsiveness and continuity of support. The ongoing support becomes the key factor in the customer relationship and is an area in which we take considerable pride. Q: How have you changed/are you changing business operations to exploit new opportunities? A: We are working with Develop UK to support our transition into a solutions-led reseller. Expanding our solutions offering has been a key focus, alongside the additional services we have introduced to our portfolio. We now provide visitor sign-in solutions, which have performed very well for us and opened doors to new opportunities. We have also expanded into telecommunications, offering mobile, cloud telephony and broadband services, with the aim of providing everything an office may need through a single trusted supplier. We have been particularly successful in cross-selling these services Q: What do you see as the biggest challenges facing channel businesses today? A: Many clients now view print as a necessary expense rather than a strategic investment, treating it more like a commodity than a service that adds real business value. In Aberdeen, that mind-set has been intensified by ongoing cost cutting across the oil and gas sector, with companies downsizing office space, reducing headcount and tightening budgets. The shift to hybrid working – typically two days at home and three in the office – has also significantly reduced demand. When contracts come up for renewal, we’re seeing customers require up to 25% fewer devices, or simply choosing to extend existing agreements rather than invest in new solutions. At the same time, protecting margin has become one of the biggest challenges in the industry. Print prices are already 10–15% lower than they were five years ago, yet customers continue to expect further reductions. In many cases, businesses are forced to accept slimmer returns just to secure or retain contracts. Winning new business is no easier, with tenders often becoming Steve Clark, Sales & Solutions Director, A1-Digital Solutions View from the channel Steve Clark Q&A
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