Sometimes, when selling a printer, you may need to tell the customer how much it's costing not to replace the old one. According to Hewlett-Packard, some of its newest laser printers can reduce annual running costs by more than the price of a new unit.
This is an age-old sales strategy - the payback period - so HP has introduced some software to demonstrate the costs of its old versus new printers. TrueView is described as a software sales tool which will enable HP resellers to provide their customers with a detailed breakdown of the comparative costs of its own laser printers.
One reseller involved with the pilot of the scheme is Leading Solutions. New South Wales manager Greg De Laine said that it has been involved with a TrueView-based sales promotion since February.
According to De Laine, the program has helped awaken people to the ongoing costs of older printers. "It really hits the financial people between the eyes," he said.
Clare Tipler, market development manager for HP LaserJet, said that the Australian-developed TrueView program is being evaluated for deployment throughout the Asia-Pacific region, and potentially worldwide.
Tipler said it is still not fully understood that the real cost of a printer includes all of the costs associated with the printer over its entire life. "As well as acquisition, these costs include power, toner, paper, time and management," said Tipler.
At this stage the program only compares HP printers, and doesn't always deduce that a new replacement is in order. But Tipler said that there is an estimated $60 million worth of old HP LJ IIIs in service around Australia, so TrueView could be a useful sales tool to illustrate the comparative costs. She added that, for now, the program will only be available to HP's channel partners and those who are trained in its use.