Johannesburg, 17 Jan 2001
The office equipment market place is a crowded and competitive one. Corporate buyers are under siege from sales people keen to sell copying, printing, scanning and faxing solutions.
While this situation has probably remained this way for many years, it is even more confusing for many buyers today, with the emergence of new choices - digital or analogue copying technology, single function, multifunctional or modular?
The answer, according to Gestetner marketing manager, Michael Stanley, is a deceptively simple one, which falls into five distinct stages. "First, potential customers should seek a company that will be happy to work with them on identifying their true needs. Dependent on the advice they receive, they should then look into the company`s track record in the appropriate area.
"Next they should research the breadth and flexibility of the company`s product range, to ensure that it is capable of supplying a truly tailored solution. Naturally, the buyer should look closely at the total cost of ownership," he says.
Finally, the consumer should carefully consider the support infrastructure the company offers.
Stanley believes that the five-point plan is appropriate for any selection process. "Essentially, it`s a method that serves to gauge a supplier`s relevant experience and its ability to understand the needs of the buyer, to supply the appropriate solutions and to provide strong after sales support," he says. "These are issues critical to customers, and are therefore what Gestetner has focused on."
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