“That consultative, creative sale — that’s where
my competitors go wrong. They say...

         bar code printing ❚❚❚❚ point of sale technologies

 distance from any IT s...

                                                                bar code printing ❚❚❚...
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Bsm Aug Feature Barcode Secure

  1. 1. NOT FOR REPRINT ©JAMESON PUBLISHING “That consultative, creative sale — that’s where my competitors go wrong. They say, ‘Here is our solution; it’s my way or the highway,’” says John Mahoney, president of MaconPOS.
  2. 2. NOT FOR REPRINT ©JAMESON PUBLISHING bar code printing ❚❚❚❚ point of sale technologies Bring Extra Value To Your POS Sales This point of sale (POS) VAR uses consultative sales and creative value-adds to land POS sales in a competitive vertical market. By Gennifer Biggs F or some POS resellers, the opportunity to create additional value and differ- entiate themselves to customers can be difficult to find. That is especially true if they have honed their line card to include what they consider best-of-breed components and sell a fairly standardized solution. For MaconPOS, the chance to stand out from a crowd means taking the time to practice consultative selling rather than presenting its solution set as a take-it-or-leave-it offering. This POS VAR recently took that opportunity to a new level, working against 10 competitors to win a ticketing and POS project with the Georgia National Fair and creating its own opportunity to sell a solution to fairs and other entertainment venues around the country. That opportunity started with a conversation to determine if MaconPOS had the right collection of POS products to create a simple but effective solution for the fair, says Pres- ident of MaconPOS John Mahoney. Invest Time In Consultative POS Sales MaconPOS was included in the search by Georgia National Fair CTO James MaconPOS Tingerthal after he saw a telephone book yellow pages ad featuring Macon- POS solutions. “He had reached out to various ticketing VARs already, but then 2009 sales revenue: $1 million saw our ad and gave me a call to ask if we could handle their problem,” explains Mahoney. The national fair, which handles ticketing at its entry gates, 2009 sales growth rate: 100% needed to vault well beyond its legacy Royal cash registers (the fair didn’t take credit cards) and expensive preprinted card stock tickets and was vetting POS 2010 projected sales revenue: solutions. “The first visit, I didn’t even take out my laptop; I just listened and $25 million then went home and put together a variety of scenarios for them,” says (478) 538-8311 Mahoney. He created a proposal that outlined different ticketing options, the details for using a secondary monitor in each ticket booth for customer-facing advertising, and the list of reasons to have a printer that can handle ticket Photos by Pete Winkel printing on location. “That consultative, creative sale — that’s where my com- petitors go wrong. They say, ‘Here is our solution; it’s my way or the high- Vendors: CognitiveTPG, Datalogic, HP way.’” In particular, Mahoney took into account that all-in-one systems might not be Distributor: BlueStar the right fit for the small ticketing booths at the fair, which were also quite a August 2010 49
  3. 3. NOT FOR REPRINT ©JAMESON PUBLISHING bar code printing ❚❚❚❚ point of sale technologies distance from any IT support. After listening to the cus- ly what each ticket booth is doing on a netbook. From tomer’s concerns about uptime, Mahoney felt a decentral- there, Mahoney added CognitiveTPG printers that fit easi- ized solution was a better choice; otherwise, if a server ly into the small space of the small ticket booths and could failed, all the ticket booths would be disabled. His solution print tickets as fast as the booth personnel could sell them. included HP 3000 components that are all independently While Mahoney’s price — $178,000 for 32 installations — swappable, and each ticket booth POS solution is loaded wasn’t the highest or lowest, the Georgia National Fair with the POSperfect software, which maintains a mission- selected MaconPOS after several demonstrations and con- critical database on each terminal, decoupling its POS versations with Mahoney. functions from the servers. Additionally, the POS solution can be tracked remotely, so ticket booth managers running Revenue-Generating Value-Adds Serve around the fairground in golf carts can still monitor exact- As Differentiator In Crowded POS Space To further set himself apart from his competition, Mahoney If Customer Measures ROI By Speed, suggested two revenue-generating ideas as part of his pro- posal. First, by adding a secondary monitor to each ticket Reliable POS Components Are A Must-Have booth’s POS terminal and then facing that monitor toward the customers in line at the fair ticket booths, the fair could When MaconPOS, a point of sale (POS) ers were installed at the Georgia Fair tick- sell digital advertising space to sponsors. MaconPOS also VAR in Georgia, landed a ticketing project et booths, they delivered. In one hour, the suggested that, because of the unique capabilities of the with the Georgia National Fair, it knew printers handled tickets for 6,283 people printer selected, the tickets (printed in real time at each that a reliable, fast printer was a must- coming through 29 gates, printing 2,537 ticket booth) could feature the logo of have to meet the objectives of the cus- tickets in those 60 minutes. On average, the fair and the appropriate entrance tomer. Rather than measuring ROI in terms the printers handled 42 transactions per data, but also a one-color advertise- of investment and return, the fair mea- minute, or 1.5 transactions per minute ment, opening another potential rev- sured success in terms of how many visi- each. During the fair, the fair’s ticket enue stream for the fair. Just like the tors it could process through 29 ticket lines booths burnt through 25 miles of register rotating ads on the secondary moni- during its 10-day run. That meant, in par- paper without one hitch. tors, the ads appearing on the tickets ticular, a ticket printing solution that could In addition, the printers ship with Cogni- can be programmed to change each tiveTPG Receiptware marketing software, day. The fair can even rotate self- which allows Mahoney to configure the promotional language about upcom- MaconPos differen- tiates itself by using printers to produce tickets with a Georgia ing concerts at the event on the tick- the capabilities of Fair logo on them, but also to print adver- ets. “No only did the use of this par- its ticketing solu- tisements that can be rotated out each ticular printer allow us to offer a tion components to day. “We configured each printer to print way for the fair to offset the cost of offer extra value tickets with the ticket information, the fair the solution with advertising, it also to customers. logo, and advertising images that will saved the fair a tremendous amount of money on the eventually help offset the cost of this entire preprinted card stock tickets they were still going to use investment,” explains Mahoney. with the other solutions,” says Mahoney. The small size and Mahoney credits the patience and detail- During this inaugural year with the new system, the fair reliability of the A799 oriented attitude of the CognitiveTPG sup- didn’t sell either advertising space, but rather included the printer from CognitiveTPG make it a perfect fit for the port staff with successfully delivering on spots on ticket receipts and the secondary monitor as part fair ticketing solution the marketing aspect of the POS solution. of its vendor sponsorship package. For example, advertis- developed by MaconPOS. “Their support group is exceptional. They ers such as the soda brands sold at the fair could choose were a working partner rather than a cold, to include in its sponsorship of the fair a daylong spot on keep up with thousands of guests a day. big, glass box vendor,” says Mahoney. In the outward-facing monitors, and MaconPOS loaded sev- John Mahoney, president of MaconPOS, particular, the printer vendor supported eral different advertising promotions to rotate throughout called on one of his favorite products, a configuring the printers to deliver the high- the fair’s run. Mahoney loaded those images and config- small (5.6 in. x 7.25 in.) printer from est quality graphics possible. “The Cogni- ured the displays and receipts to feature changing ads as a CognitiveTPG, the A799. This POS printer, tiveTPG team worked overtime hours to value-add for the fair. which offers monochrome printing on ther- help us, tweaking the logo contrast and mal paper, is built to work in the rough- the image to get it clean and crisp,” says Experience With Vertical POS Sale Can Fuel Growth and-tumble environment of POS and to Mahoney. “Plus, they patiently answered For the customer, the MaconPOS solution offered clear deliver both reliability and speed. repeated questions from me. They are benefits, including opportunities to recapture the cost of Mahoney has deployed these printers for truly an example of what a vendor should the deployment with advertising, nearly no downtime on a several years, calling them speed demons be.” decentralized solution, and the capacity to handle ticket that just never quit. Once the A799 print- lines fast and efficiently — the solution handles on aver- 50 August 2010
  4. 4. NOT FOR REPRINT ©JAMESON PUBLISHING bar code printing ❚❚❚❚ point of sale technologies “We have already been recommended to the fair in Texas by the Georgia fair, and we are planning a trip to pitch our ticketing solution to a chain of water parks in Arizona and Southern California.” John Mahoney, MaconPOS age 42 transactions per minute or 1.5 transactions per minute on 29 registers. But MaconPOS is also reaping the benefits of this creative ticketing solution. “We have already been recommended to the fair in Texas by the MoreInfo For an alternative view on POS Georgia fair, and sales techniques, go to we are planning a trip to pitch our ticketing solution to a chain of water parks in Arizona and Southern California,” explains Mahoney. “The best part is that, to us, there wasn’t a lot of development — the compo- nents were already there. It was more a matter of listening to what this particular customer needed, putting it together for them, and then making little tweaks that made it do exactly the task for which it was needed.” By looking at each of the compo- nents in a slightly different light — a fair ticket booth versus a conve- nience store checkout — MaconPOS has found itself facing a wide-open new market. Mahoney says while the impact is yet to be seen in terms of dollars, he expects to roll this solution out to 100 new customers during the next year, adding millions to his profits. The reason, he says, he can scale so quickly is that with the solid example of the Georgia National Fair behind him, he has not only metrics but the experience to easily resolve similar POS and print- ing issues for large event venues. Since the International Association of Fairs and Expositions put the number of fairs held annually in North America at 3,200 and the International Association of Amuse- ment Parks and Attractions has 4,000 members, the opportunity for tremendous growth is clear. ● August 2010 51