Imagine having 114 years experience in the office technology industry. The know-how and experience that would be gained would allow you to make almost any dealership successful. With that very thought in mind, Elizabeth Davidson assembled an elite core group of individuals, with 114 years combined office technology experience in the east Texas area office technology industry, to launch one of Texas’ newest dealerships, Texas Imaging Systems.

Obviously, a team with such industry experience can offer insight on how to make a dealership succeed whether that dealership is new or old. By analyzing the programs, decisions and goals that this experienced team incorporates, you quickly find that the ingredients behind the success focus on customer care, exceptional service, knowledgeable salespeople and the ability to be flexible in every aspect of their operation.

Texas Imaging Systems, Inc. opened its doors on January 16, 2001. Celebrating its one-year anniversary, the dealership sells and services one of the industry’s leading brands: Sharp. “The Sharp product line is an excellent product that represents itself well in terms of technology and value. As one of the top three manufacturers in the industry, we feel Sharp is the cornerstone of our success because it is essential to have a quality product to offer customers,” said Davidson.

Customer Care
Texas Imaging Systems opened its doors with ten competitors already in the market. What sets them apart from that competition is their exceptional customer care. “Everything we do in our organization revolves around how to serve our customers better,” commented Davidson. Drawing from her fourteen years of experience in office technology customer service, Davidson realizes that a customer’s point-of-view can be drastically different from what a sales or service technician’s is. To alleviate this difference, Texas Imaging Systems incorporates an unparalleled commitment to flexibility when handling a customer’s needs.

 “Every customer that we have has unique needs for how their document technology incorporates into their business environment,” said Davidson. “As an independent operation, we choose to be flexible, which enables us to work with those needs, instead of around them. This allows us to offer the customer exactly what they require in terms of their document technology, servicing needs and billing requirements.”

Texas Imaging Systems’ Sales Manager, Greag Modisette is aligned with Davidson on this sales philosophy. “Most all customers need a reassurance that they are getting what they really need. With our experience and knowledge, we are able to listen to those needs, and provide educated solutions that are flexible enough to accommodate virtually any business environment,” said Modisette.

The result of this flexibility won an “Outstanding Achievement” award from Sharp Corporation for reaching 206% of their sales quota for their first year of operation. Pretty astonishing, when consideration is given to the soft economy of 2001, and the fact that ten established dealerships (including another Sharp dealer) were in direct competition with Texas Imaging Systems.

Exceptional Service
As with any new dealership, service contacts are an integral part of growing a client base, and developing long-term relationships. Because of the local experience that the core team has in the East Texas area, their reputation as industry professionals and knowledgeable, friendly service technicians preceded them. “With an excellent prior track record, Texas Imaging Systems customers already know that we will provide them with the service they need, when they need it,” said Modisette.

To enhance its service, Texas Imaging Systems has developed a unique service plan program for lease customers. Again, the flexibility that they offer is unmatched. The customer can choose virtually any service plan option to fit the need of their business. Whether it is a monthly, quarterly or annual agreement, or even a cost-per-copy agreement, the customer can choose any option on any piece of technology. In addition, the customer can change their option at any time during the lease in the event that the organization’s needs change.

Texas Imaging Systems also gives customers a guaranteed four-hour average response time on all service calls. “Every aspect of Texas Imaging Systems is geared towards flexibility for our customers,” commented Davidson. “From sales to service we want our customers to know that we are committed and focused on providing solutions based solely on what their needs are.”

Knowledgeable Salespeople
Often when a new dealership enters into a crowded market, gaining market share is a hurdle that many dealerships have trouble jumping. So, how did Texas Imaging Systems prepare itself for making the jump? First, there is a streamlined sales team that is considerably smaller than that of many other dealerships in their area. However, this sales team is backed by an extensive knowledge of Sharp products, and of the industry overall.

“Our sales territory covers close to seventy miles, and has about 300,000 people located in it. Each of our sales representatives has a specific geographical territory to work,” stated Modisette. “Every morning, however, the sales team meets to discuss the overall territory as a whole, allowing the entire sales team to have a certain degree of knowledge about every aspect of the territory,” Modisette added. With this knowledge, any sales representative can answer any questions arising from any part of the territory.

Excellent communication among the team is only the first step. Their centrally located facility offers a completely connected virtual office demo area, allowing customers to experience first hand the Sharp product in a “real world” situation before they invest resources. After customers experience the demo room, they are guided on a complete tour of the facility, familiarizing them with whom they are doing business with.

To enhance and support the sales team’s efforts, Texas Imaging Systems has a consistent marketing campaign designed to make the customer aware of who they are, and what benefits the customer gains by dealing with them. That message is delivered using radio media, direct mail and even by blitz cold calling. “We want people to think of us first when they are in need of office technology. We want to let our territory know that we are there for them. By the use of radio and blitzing, that message is being delivered,” stated Modisette.

Achieving Goals
On January 16, 2001, Texas Imaging Systems had three main goals for their first year of business: 1) Become an established dealership, 2) Become a leading dealership in the Deep East Texas market, and 3) Create customer awareness. Proudly, Davidson and her team met and surpassed those goals. Looking towards 2002 and beyond, the team has set new goals in order to grow Texas Imaging Systems into a powerhouse of the East Texas market.

“First and foremost, we want to aggressively grow our customer base, by maintaining our level of customer service and satisfaction, and continued marketing efforts,” commented Davidson. “Also, as with most new dealerships, we want to gain more market share. Our goal is to increase our revenue and customer base by 50% each year over the next two years.”

“By striving to generate customer awareness and build long-term relationships, we will be able to hit our sales goals. As a result, it is our hope that we grow our territory and customer awareness,” said Modisette.

Experience can be a valuable asset in the office technology environment. For Elizabeth Davidson and her core team, 114 years of local experience developed into a tremendous first year of business for Texas Imaging Systems. Looking forward, it is clear that experience will be leveraged further as Texas Imaging Systems grows into one of East Texas’ premiere office technology dealers.