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Value vs. Cost Dilema

31 Dec, 1969 By: Editorial Staff imageSource

Value vs. Cost Dilema

After customers weigh all the pros and cons that are part
and parcel of choosing a fleet of office machines, the sale price is often a
deciding factor. Keep in mind, that you can show them how a brand and model
with a low price tag can end up costing more in the long run than higher-priced
devices in its class.

When it comes to eating into those dollars they may have
saved on the purchase price, downtime caused by performance issues can become a
major culprit. Also, many buyers of office equipment don’t realize that the
installation can be just as big of a financial drain. As a dealer going to your
customers with the “whole story” can give you the competitive edge that
qualifies you as the one they trust.

When dealers help customers answer questions like --“Can it
be installed across our network in one shot, or does it require a tech
specialist to go from desktop to desktop in order to complete the
installation."-- they become a valued commodity.

 As dealers know, if MFPs or copiers can’t be installed in
one shot, the installation costs may more than make up for any savings in the
purchase price. By pointing out the total cost, we give business owners choice.
 This is especially true if you bring in an outside company that charges
by the hour to install the equipment. To be forthcoming is the building block
of trust which in turn is the building block of long-term business

Be certain that your buyers of office equipment also factor
in usage patterns when deciding value vs. cost. Will the devices be used for
scanning or sending fax transmissions? Is the volume of output low, medium or
high? After all, the more a machine is used, the more service it may require.

When balancing value vs. cost, the amount your customer pays
to purchase office equipment is different from the amount it will cost to
operate and own it, and it’s your responsibility to earn customers business by
pointing out the number of factors that must be considered before making the
final decision.

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