Reselling Fax Automation6 Mar, 2008 By: Chris Norwood imageSource
Reselling Fax Automation
Traditional fax machines are dying a slow and quiet death. And while many
have predicted the demise of facsimile transmission, fax is alive and well. Fax
is still one of the most reliable, effective and simplistic business
communication methods. The preferred fax platform is changing from fax machines
to fax enabled multifunction peripherals (MFPs), single user fax software,
internet fax services and fax automation solutions. This hardware platform
transition is an excellent opportunity for copier and MFP dealers to benefit by
selling these new products.
The “Top 5 Reasons You Should Consider Fax Automation Solutions” appeared in
the February ‘08 issue of imageSource. To summarize:
- Fax automation is easier to sell than you think.
- Fax automation solutions have high profit margins.
- As the fax automation market evolves, it creates new opportunities for
copier and MFP dealers.
- Fax automation is a mature, stable and reliable technology.
- The fax automation sales process gives vendors insights into a prospect’s
organization & infrastructure that lead to competitive advantages.
Now to add to that, a variety of fax automation solutions, designed for
every-day business needs, are available. These solutions enable faxing of the
output from applications such as email, desktop applications (MS Word, etc.),
report writers, sales applications and contact managers, through the use of
printer drivers or direct integration. There are also fax automation solutions
that fax enable mission critical back office applications such as accounting,
ERP, CRM, collaboration systems, host-based systems (AS400) and much more.
The three keys that determine the right fax automation solution for your
customer base are:
KEY #1 Understand your client’s organization
- What are your client’s characteristics? For instance, do you specialize in
vertical markets, large companies, small companies, etc?
- What is your typical sales cycle? 30, 60, 120 days?
- How strong is your organization’s aptitude for selling and supporting
software applications and computer technology?
KEY #2 Learn your client’s fax automation needs
- How many fax machines do they have and where are they located?
- How many fax pages are sent and received daily, weekly, monthly?
- Are any documents delivered by courier or U.S.P.S. that should be securely
KEY # 3 Study the fax automation industry
- Who markets these solutions through the channel?
- Which solutions compliment your organization’s sales and support
capabilities and the needs of your client base?
- What are the margins and sales prices of these solutions?
- What types of reseller programs are offered?
- What are their service and support policies?
The previous chart encapsulated the most prevalent fax automation industry
business models, but is by no means exhaustive and will be modified accordingly
in future articles.