Doubling your margin on hardware is often as simple as spending a couple of extra minutes explaining the benefits of an alternative product, according to Rob Francis, product manager with distributor Tecksel.
An incentive scheme offered by rising printer vendor Kyocera was helping to show resellers the benefits of having an extra brand name on the price list, Francis said.
Incentive schemes such as Kyocera's Keyo Kool Club have "encouraged sales people to highlight technical superiority" or any other standout features of a particular product that may not be backed by huge marketing hype, Francis said.
"No matter how good a product is, if it doesn't have the mass marketing dollars behind it, end users need to be sold," Francis said. That takes extra effort by sales people, so there has to be something in it for them.
With Kyocera's low-end range, he claims resellers are getting double the margin they would on comparable HP or Epson products and the awards being offered under the scheme are making it worth the time to deliver the required pitch.
The real challenge for resellers is to continually evolve their businesses. That often involves trying new ideas and products. Incentive schemes add that little bit of extra value for people who want to try new ideas and products, Francis said.
"Kyocera's printers have niche features but they do need to be sold," he said. The Keyo Club has motivated resellers to take the extra couple of minutes required to go through the benefits.
"Taking that time has definitely accelerated sales of the product and in these times of heavy competition, you have to keep trying new products to keep your business viable.
"If you just keep selling what everybody else sells then you will always come up against price cutting," Francis added.
Kyocera's Keyo Kool Club is a loyalty program for resellers who are awarded points as they accumulate sales. Individual sales staff can then turn those points into cash and other prizes, including the grand prize of a trip for two to Bali.