Brothere-LearningHelping you to sell Product Basics Part 2 of 3
Introduction• When choosing a product it’s a balancing act between want and need• The customer might want the lowest priced machine but they actually need a higher priced machine• You are here to give advice and sell the right product that suits the customers needs• Confidence in knowing what you are talking about is key when advising a customer• This course introduces you to the product basics, which will help to guide you when choosing the right products for your customers
Laser, Duplex, 4 in 1……?• One of the problems with the printer market is that there so much different terminology used, it’s easy to get confused. And, to make matters worse, vendors sometimes use different terms that actually mean the same thing • For example: All in one / multifunction / 3 in 1 / 4 in 1 • All these simply mean that the product has more than 1 function (Print, Copy, Scan and sometimes Fax)• Once you understand what the terminology means we can then put a spin on it so you can sell it• Let’s have a look at the most common terminology used in the printer market
Terminology uncovered Technology Translated Who would need it? LASER The LASER and DRUM work together to position the TONER on to a Laser machines have the label of “work horse” meaning they page, this is then fixed to the paper by the FUSER. Products can will churn pages out day in, day out. This isn’t 100% right, you either have combined or separate drum and toner units. With can get lasers that are designed to print all day, everyday, but separate drum and toner models, the customer only has to replace you can also get a laser for occasional printing too. the part that runs out which generally means lower running costs. So, what type of customers would buy a laser? If they don’t You can get MONO (black and white) or COLOUR laser products need colour then straight away you can rule out inkjet, ask which take BLACK, CYAN (light blue/ turquoise), MAGENTA (light what the customer is printing, if it’s general office documents red/ pink) and YELLOW coloured toners (text, spreadsheets, presentations etc) then a laser would be ideal. If the customer wants to print photo’s regularly then they might want to consider an inkjet. Another reason to go for a laser, over an inkjet, is that the running costs are generally lower. LED Basically the same as laser, although a series of LED’s and the Same as laser however a customer might be more suited to DRUM position the toner on the page. The only advantage of LED is LED when space is an issue that the machines are generally more compact than laser INKJET Tiny droplets of INK are fired directly onto the page by the PRINT As with Lasers, Inkjets have been labelled too, this time as HEAD. The main colours you’ll find in an inkjet machine are BLACK, “photo printers”. Again, this isn’t 100% right, Inkjet machines CYAN, MAGENTA and YELLOW, although some machines can have will print photo’s better than lasers as they are designed to more colours. Products can either have combined or individual ink do this. But, they are also designed to print text too. tanks. With individual inks, the customer only has to replace the colour that runs out, meaning if you print a lot of blue then you Customers that are considering an inkjet machine will require only replace the CYAN Ink cartridge. colour printing, then it’s down to what they will print, more photo’s than text means a inkjet is the ideal choice The ink droplet size is measured in PICO litres – the general rule is the lower the PICO rating the more detailed the print out will be.Most customers will already know what type of machine they want – however, it’s still important to check what they are printing.Remember, if the machine suits their needs and they are happy with it they will return to you the next time they need a printer.
Terminology uncoveredProduct Terminology Translated Who would need it?Duplex, Double-sided There are 2 types of duplex, MANUAL and AUTOMATIC, Listen out for the word “OFFICE” as usually the Manual simply means you have to turn the page over to print customer will be more than happy to go for a duplex on the other side! Where as Automatic means the machine machine as it saves 50% on paper costs will do this for youWired network/ Ethernet / This means the machine has a built in NETWORK card Again listen out for ”OFFICE”, the customer might10,100 or 1000 base TX meaning you can simply connect it to your network, so more need more than one person printing to a device. They than one person can use it. The network rating (BASE TX) might not have considered a network device which tells you how fast the machine will receive the data, 10 can save them money on having multiple devices being the slowest and 1000 being the fastestWireless/ B, G, N As with wired networks, WIRELESS allows you to connect the Wireless gives the user the freedom to print from device to your network so, it can be used by multiple people. anywhere (within reason). This is very popular with the HOME user but also OFFICE users too, due to the However, you don’t need any wires. A letter determines how increased security that wireless offers now fast and secure the network is B being the slowest and least secure, N being the fastest and most secureOptional Lower Tray/ A printing device always has a standard paper capacity. Having a larger paper capacity means you don’t needAdditional Tray Some devices allow you to add optional lower trays which to keep refilling the tray. Ideal for the OFFICE worker increases the total paper capacity that regularly prints over 100 pages in one goMultifunction/ All in One These can perform more than one job, PRINT, COPY, SCAN Ideal for anyone, the purpose of an all in one device and sometimes FAX is to save money on multiple devicesSpotting whether a machine has the above feature is easy, just look out for the letter in the model number • D Automatic Double-sided printing/ Duplex • N Wired Network/ Ethernet • W Wireless • LT or T Optional Lower Tray as standard • DCP/ MFC All in one device (DCP = Print, Copy & Scan / MFC = Print, Copy, Scan & Fax)
Terminology uncovered• In the Sales Basics course we spoke about the 3 step seller’s guide, in this guide entry level, mid range and high end was mentioned, these terms are used when we talk about the class a machine fits in, but what do they mean? Entry Mid High Level Range End When a customer is looking for a real a customer is requiring a machine If work horse, they look for a product with a high office and is concerned about for an duty cycle (how many pages it can print in price and running costs but purchaseMono a month) they generally are willing to pay also wants a high specification a higher purchase price, they will expect machine then look at a mid range 2000 7000 very low running costs and a high product 5000 8000 6000/ 7000 Series Series specification Series Series Series If a customer is looking for a low cost product and also has a lowColour usage requirement then an entry level machine is ideal 3000 9000 4000 9000 Series (LED) Series (Laser) Series Series • This is simply designed to prioritise and simplify the vast amount of terminology you will come across
Almost there…• So now you know everything about printers, right?• Not yet... there are other factors to consider in this industry, such as the Supplies that the machine uses – take a look at the Supplies Basics Course• Remember these courses are designed to introduce you to the world of selling printers• Over the next few months look out for more content such as: • Selling colour laser machines • Selling mono laser machines • Selling A3 all in one machines
Take the Product Basics Test Now you have learnt the basics check your knowledge on whatyou have learnt in the product basics course, from understanding what a multifunction machine is to benefits of certain Click here to take test