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Lowering Technology Costs Through Education

11 May, 2007 By: Editorial Staff imageSource

Lowering Technology Costs Through Education

In every walk of life, technology is doing two things: getting better and
costing less money. Therefore, whether you’re buying a new home entertainment
system for your living room or investing in business technology products for
your office, you need qualified expert advice.

Coordinated Business Systems, recently recognized by ITEX with a 2007 Perfect
Image Award for "Outstanding Marketing Campaign," is the firm that many
Minnesota businesses are turning to for everything from copiers to document
storage and retrieval systems to forms management to printer service and related

"Many dealers keep their customers in the dark so they can have better
control of the account," says Jim Oricchio, President of Coordinated Business
Systems and a 30-plus year veteran of the office technology industry. "We want
our customers to be educated so they get the maximum return on investment from
the technology, software and services they acquire from us.  That is why the
receipt of The Perfect Image Award is gratifying because it validates that
Coordinated is on the right track in bringing value to our customers."

> Marketing and Education

A key component to educating customers are thoughtfully planned and executed
on-site and off-site open houses along with in-house seminars focusing on the
customer benefits of electronic forms, printing color in-house and scanning and
electronic storage products.  Also, Coordinated regularly publishes a custom
magazine designed to inform their customers about the rapid changes taking place
in document imaging technology.

Coordinated has also developed an Education Technology Center in its
Burnsville headquarters where customers learn more about the hardware and
software products they’ve acquired or are considering. Their "Print Management
Team" also provides education before the sale by striving to understand the
prospect’s business and then analyzing their document workflow before making
recommendations that boost productivity, streamline costs and produce great

"Most businesses we’ve run across dramatically overspend on their office
technology products," adds Oricchio. "First of all, any business that still has
old desktop printers at every employees desk can potentially save hundreds, if
not thousands of dollars a month by either replacing them with new Kyocera
printers that operate for a fraction of the current cost or printing to a
centralized digital copier/printer that also costs far less to operate."
Coordinated has consistently been ahead of the technology curve, entering into
document storage & retrieval over 10 years ago, being at the forefront of forms
management and bundling printer service & supplies into their customer’s copier

> It’s in the Training

"We’ve been able to stay ahead of the competition due to the quality of
manufacturers we represent, like Kyocera, but also by making sure our sales
people have better training than anyone else," added Oricchio, who founded
Coordinated in 1983. "All of our sales people are CDIA+ trained and understand
that placing a piece of hardware is worthless unless it provides a productivity
or cost cutting solution for the customer."  In addition, Oricchio and his
managers have a monthly "Raving Fans" meeting (based on Raving Fans by Blanchard
& Bowles) to review input from customers and employees. The result has been to
assure Coordinated as a leader in the local marketplace, not just in document
solutions, but also in customer service.

Oricchio has also kept the Coordinated Business Systems name and identity in
the forefront of the communities he serves with a consistent advertising
campaign.  "From the beginning I made the decision to position Coordinated as a
local brand verses emphasizing my manufacturer relationships" said Oricchio.  "I
am very happy with the result, as I believe Coordinated is viewed as a market
leader and we have a loyal customer base."

Currently, Coordinated’s advertising features Minnesota Twins baseball
manager, Ron Gardenhire as the spokesperson.  "Ron is fantastic. He not only
brings a high level of awareness to Coordinated, but he embodies the traits I
see in our people. "We promote integrity, fairness and consistency of
performance as the ingredients that keep customers for a very long time."

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