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Our Archive:
Check out "The Root Cellar" where we keep all the old editions of our newsletters.
A forum for the discussion of Xerox wide format technical issues.
Xertec:
A great forum for the discussion of Xerox narrow format technical issues.
The Printer Network
This forum covers nearly every manufacturer of both narrow and wide format equipment.
In this forum, you will find all the help you need for KIP technical issues.
The ongoing adventures of our friends in Tampa who turned a Xerox 8830 into a meat smoker!
A free site sponsored by Xerox for sending cards to the troops.
The leading writer about Wide Format issues. Enables dealers to sponsor educational materials for their customers.
A program from Xerox for increasing revenue by managing your customer's small format equipment.
A one stop source for service tools & supplies.
Fluid that should be used to address oxidization on electronic pin contacts.
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A New Day is Dawning
How Will you Choose to Meet it?
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Greetings!
This newsletter will be presented in a different format than usual. As most of you know by now, Xerox recently announced it will transition away from the Wide Format market.
We could discuss for hours the disruptive force Xerox's decision will have in the Reprographics Industry. However none of this would change the harsh reality of the position Xerox dealers now find themselves in. Most loyal Xerox dealers are feeling betrayed and stunned by this announcement. Despite this truth, I would suggest that there is much good to be found in this new reality.
Instead of focusing upon the negative aspects of this situation, I suggest we take an alternate view and begin aggressively charting a new course.
Answer this question: Is there really such an enormous difference between the three main brands of Wide Format product? True, each OEM has its own advantages and disadvantages. However, removing Xerox from the equation narrows the field.
The true differentiating factor is not the brand of equipment you sell, but instead your brand. Your customers count upon you to counsel them in their best interests, and to support them after the sale. You will continue doing just that regardless of which manufacturer's brand you sell them. The only difference is that you won't be leading with Xerox anymore. So lead with you!
As always, I welcome your feedback regarding what I have to suggest below. Count upon Evergreen to remain ready to assist in any way you require.
Thank you,
Carl Byrne and the Evergreen Team
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The competition will hit us over the head with this one!
Don't be like Xerox, whispering the news about loss of this brand. You don't want your customers to hear about this change from your competitors. Aggressively inform your customer base about the change. They will feel reassured that you are on top of this new change, and have their best interests at heart. Let them know that you are positioned to protect the investment in their Xerox equipment, and will stand behind it for many years to come.
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Loss of the Xerox Brand
True, we will no longer be champions of this brand. Many would argue that each year has become increasingly difficult to carry the Xerox banner into the competitive fray. Having one less brand narrows the field. Once you have chosen your new brand, you will have one less competitor to market against. Embrace this new dynamic and make it work in your favor. |
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Xerox Wide Format equipment will drop in value
No one likes to lose money on their investment. In this case, you don't have to. Instead of unloading your Xerox gear, you may find yourself actually buying more. However, instead of selling the Xerox equipment you have, place them in FM or Cost Per Foot environments. In these situations, customers don't care about the brand of equipment, only the output they provide.
No one knows Xerox equipment better than you and your team does. So put this equipment to work making money for your company. You will be able to find bargains out there on used Xerox equipment, which will reduce your costs, eventually translating into more profit.
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Now we have to change my website
How long has it been since you updated your website? Maybe this is something you have been meaning to do, but simply have not found the time to get around to.
This change is the catalyst to update your site. Take this opportunity to rethink the way you market your company. Play up the strengths your dealership brings to the market. Allow the loss of the Xerox brand to cause you to place less emphasis on the brand of equipment you sell, and more on your own brand. In the end, that is what your customers are buying!
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I will have to retrain my staff
True, there will be investments to be made in training. As there is little choice, embrace the training. With this new training will come greater knowledge and renewed enthusiasm. We all become stagnant after a while, learning new things draws something from deep inside us, allowing us to grow. Look at the new learning as what it is, a growth experience.
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Now I have to stock new parts inventory
Just like the training, this is also true. However, from all that I have learned, the variety of parts required to maintain KIP and Oce' products is less than what it is for Xerox. The dirty little secret is that Xerox equipment has been an expensive line to support from a parts perspective. So after the initial investment, you may find your parts inventory will shrink dramatically. |
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How to sell a brand that you may have slammed in the past
Be honest. Up to now, you placed your faith and support behind the Xerox brand. From that perspective, you were unable to truly get to know the strengths that the competitive equipment had to offer. Now that you fully understand your new product line, you realize that Xerox was not as good as you once thought. More importantly, come back to the real value you offer is in the unique services and strengths your dealership throws behind whatever brand it sells. It is that special mix of talents and people who make any manufacturer's product worth owning. |
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Which OEM to choose now
You will have to do your homework on this one. From conversations with dealers across the country, we hear arguments to be made for both KIP and Oce'. From our perspective, neither is a clear cut winner over the other. It seems that all dealers favor the OEM they carry, so pick one and run with it. Remember, you will bring the knowledge and strengths you developed on Xerox gear to bear on whichever OEM you ultimately select. That is where your true value lies.
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What to do about parts and technical support
Xerox has stated that it will support the present line of their equipment for five years. Count on Evergreen Technologies to fill the vacuum Xerox is creating. Dealers around the world rely upon Evergreen Technologies to make Xerox Wide Format equipment more reliable and less expensive to maintain. We will continue to introduce more ways to do just that. In addition, Evergreen is putting into place numerous programs which will insure continued parts and technical support for the entire Xerox Wide Format line. Evergreen will be there to assist you with Xerox Wide Format equipment as long as that product is in the field, not just the next five years! Ask us about our lifetime warranty on parts. Don't delay, call us and learn why so many Xerox dealers turn to Evergreen Technologies for their parts and technology needs. |
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We will be sending out our regular newsletter soon. Expect our usual mix of technical articles, new parts introductions, news, and something to make you smile. Until then, begin making plans for the next chapter developing the Wide Format market in your area.
Make this a great month!
- The Evergreen Team 
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