Technology Defined10 Aug, 2007 By: Eric Stavola, Witt Company imageSource
Spend some time in our industry and you will often hear the word "solution."
It seems like we have (or at least say we have) a good solution for everything –
in document management, business processes, sales and service of copiers,
printers, scanners, and the list goes on and on -- but are we still missing the
Technology touches all aspects of our lives and our business. The use of
technology is literally endless in possibilities, thus this definite fact makes
the concept of technology and integration in business widely misunderstood,
having a variety of meanings for many people. To some, technology is hardware,
computers and keyboards; simply input & output devices. Others might describe
technology as a car, plane, or copier and fax device. Yet others would say
technology is a process. It is the actions used in designing, developing,
producing and managing our products or systems. If you look up the word
"Technology" you’ll find an abundance of definitions:
> a broad concept that deals with a human usage and knowledge of tools and
> the practical application of knowledge, especially in a particular area
> the specialized aspects of a particular field of endeavor (the list is
In short, I like to emphasize that technology in its most fundamental form,
is simply any resource to communicate information. So how can we promote and
utilize technology in a way to increase better business practices for all?
To help provide a better understanding, I will present in detail five simple
concepts of how to best integrate technology into our businesses throughout a
series of articles in upcoming issues of imageSource magazine. Topics will
include the following:
IDEA # 1: Podcasting
Are you taking advantage of pod casting? Schools, churches, and a variety of
businesses are taking advantage of this technology to get their message out.
Sales professionals spend an inordinate amount of time trying to get in front of
that special someone to tell a story about their product, services, company, and
so forth. Why not pod cast it? Think of it as a free on-line commercial that you
can download or e-mail to any one at any designated time. Save time and travel
expenses, etc. This is in a different form yet another good way to
professionally communicate information to your customers and prospects.
IDEA # 2: E-strategy
Do you have a website or a virtual e-strategy plan? Websites are almost out
of date – we live in a virtual world of
management portals that can track us, guide us, and give us endless amounts of
information that we can utilize in millions of ways. Training is always a hot
spot for potential customers. What if you could create an on-line learning
center as part of your website? It could consist of multiple videos, how-to
information, and special help files. In short, you need to make sure that you
have a strategy plan in place and to not only rely on a simple website.
IDEA # 3: E-newsletter
E-mail has become the preferred way to communicate for most of us. How are
you utilizing this technology? Some companies today have developed a monthly
e-newsletter that they send out to all their clients. The key point is that this
e-newsletter should not be considered, or end up as, Spam. In order for this to
happen, you must add some real value into it for your clients. You can have your
in-house tech geek write a brief how-to article on some particular software
product, copier/printer update, or computer issue. Or, have your sales manager
write an article on getting the most out of a lease or an owner’s perspective on
some successful business strategy. As you can see, the possibilities are
IDEA # 4: Multi-Media Video
We can literally find something on any subject by doing a simple search.
Currently, it seems like video is taking over the Internet. How are you taking
advantage of this phenomenal forum? Try creating an introductory video of your
company. By developing the perfect demo video you will use it for conveying your
corporate profile, including information on products, sales and services,
technical areas of expertise, and training. The key here is to present
information in a unique and stimulating way by utilizing current technology as a
IDEA # 5: The Most Powerful Technology of All
If technology is simply a resource to communicate information then we should
the power of questioning. Questions can be the most powerful "technologies" of
all because it allows us to gather vital information to both communicate and aid
in our customers’ needs.
As most of you know, technology is the best process to relay information
quickly and precisely. Alas, I still talk to many individuals who simply haven’t
ventured into learning more about today’s technological advances, or even
challenged themselves to learn how to navigate the use of much of it, feeling
they will be overwhelmed or will lack a competent understanding.
It’s a lot like learning a new language. First, think of going to school to
get some training, or get some great manuals and learn the basics, moving
forward while learning in stages, and becoming more familiar with the concept
that by understanding technology on some level, that you will be making your
life easier, and ultimately, be a lot less intimidated every time you read about
yet another cutting-edge technology device.
Eric Stavola is an area sales manager and a former network solutions manager
for Kyocera Mita, as well as a network service director for a dealership.
Contact him at 619.823.5395 or