Kyocera Electronics Australia's managing director, David Finn, has sounded a warning for the IT channel, claiming too many resellers are simply taking orders for the replacement of existing printers.
Finn believes resellers in the high-end laser printer market from the office equipment channel are leaving traditional IT resellers behind as the convergence of printers and copiers gathers pace.
According to Finn, IT resellers are either selling down to a price or replacing what the customer already has, rather than proactively identifying how the higher speed network printers can deliver improved performance and cost savings. "This is especially true in terms of TCO," Finn said.
"I'm sure that the other vendors have the same frustration. We're trying to get everyone to sell the correct printer for the correct job and the resellers are just pushing what they think is the easiest to sell," he added.
Finn said this is despite the fact that by selling the right printer, resellers will make more money and have less problems, and have a happier customer. "It's a no-brainer. Often the customer doesn't have a clue how much they are printing a month. There's not enough consultative selling."
Finn said that as it stands now, approximately half of the 20 direct-dealing resellers of Kyocera printers are from the office automation channel.