In 2014, Edge Business Systems, an Atlanta based Xerox Authorized Dealer, doubled in size and won Xerox Newcomer of the Year. Recently I spoke with Josh Salkin, one of four owners helping to elevate this three-year-old company from start-up to rising star. Here’s what Josh said about driving their success:
Lead with a solution
Most typical copier reps focus on ‘feeds and speeds’ like the number of paper drawers, a stapling finisher, and other features of the box. Edge focuses on the bigger picture.
As Josh explained, “When we meet with a prospective buyer, we talk about their business and most critical documents. Most buyers have obvious disconnects between hardcopy and electronic versions of files and today’s MFP can bridge that gap.”
Once the customer’s full picture is clear, they leverage software to make a comprehensive solution. Twenty percent of transactions in 2014 involved some sort of software integration. This included everything from simple one-touch buttons created with Xerox® ConnectKey® Apps to document management, workflow and cost recovery software. In today’s tech-centric environment, software is the backbone of Edge Business Systems solutions and makes the difference.
Networking is key
Edge Business Systems was built on referrals and the owners take networking seriously. Every salesperson is involved with a networking group. Doing so helps build their brand and puts their information out there. This networking mindset does not stop with external groups either. Internally, the sales team has weekly meetings to discuss wins, challenges and role-play real world scenarios. The fluidity of their experiences and what they learnt, helps improve their performance in the field.
Know your market
Edge Business Systems has four owners all with extensive backgrounds in copier sales giving them the advantage of over 60 years of industry experience in Atlanta. Well connected, they often know key contacts and the prospect’s current vendor before the first meeting.
Atlanta is a fairly large technology hub. The buyers are sophisticated. Knowing the challenges of technology companies and being able to speak to their needs helps build trust. Training the entire sales force on how the modern multifunction printer sits on the networks and interfaces with a company’s databases has been fundamental to their success because it enables and supports a consultative selling approach.
Deliver “old fashioned” customer service
Edge Business Systems tries hard to focus on delivering “Old Fashioned” customer service. Josh says, “When someone calls EDGE they always talk to a live person, even after hours. It’s an opportunity to understand details of their service or supply needs which ensures we execute efficiently.”
Edge Business Systems takes immense pride in delivering the best service experience in town. Their tech-to-machine ratio is low which helps them guarantee a four-hour response time and average under three hours. More importantly, they have an extensive parts inventory and all techs are factory-trained which has their first-call fix on service calls above 90%.
When it comes down to making a difference in your market, we can learn some important tips from Edge Business Systems. Josh summed it up perfectly when he said ”Great products and service that help solve business challenges is why a client should look to partner with EDGE.”
The next step – digital marketing
Doubling the size of their company in one year is an impressive feat. So what’s in store next for Edge? Josh says they’re starting to focus on digital marketing and a brand new website. They’ve also made a big emphasis on growing their sales organization and want to get to double-digit outside sales reps by the end of the year.
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