Transcript Slide 1

Accelerating your
MFP Sales!
© 2004 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice
HP MFP Sales Positioning Agenda
•
HP MFP product positioning defined
•
Prime prospects and Business Drivers
•
Sales Strategies
− Based on customer need
− How to position product by strategy & address
customer concerns
July 18, 2015
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HP MFP Product Positioning
Definition:
Extend your LaserJet experience – Increase workgroup capabilities and
save money with a device that uniquely combines the capabilities of a
printer, digital copier, fax, scanner, and the advanced technology of digital
sending
Key Benefits:
Optimizing workgroup through consolidation of devices
• Getting 90% of your daily printing and imaging needs in 1 reliable device
• Productivity Gains
• Functionality closer to end-users
• Easy to deploy and manage for IT
• Cost Savings
• In a 2004 study of medium to large organizations, IDC found companies
achieved cost savings of up to 40% with device consolidation - depending
on the scope of implementation (average savings achieved = 23%)
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Starting the conversation
Who to talk to?
Small and Medium Business:
Owner, IT Mgr., Line of Business Mgr., Purchasing Mgr.
Large/Corporate Business:
IT Director, CTO/CIO, Line of Business Mgr.
Stick with the message that HP MFPs are HP LaserJet
printers, but have additional functionality
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The Ideal Prospect
• Lots of opportunity:
− Small (micro) businesses (1-10 employees): need to do
more with less
− Small businesses (10-100 employees) want to add new
functionality to their devices
− Medium businesses (100-500 employees) looking at
stream-lining work-flows
− Large/Corporate companies (500+ employees) rightsizing their entire printing and imaging fleet
− Vertical industries where HP has had success
• Healthcare, legal, financial/accounting, manufacturing, real
estate related industries
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Business drivers
What are your key…… MFPs can address?
Challenges ? – too many devices, inefficient workflow
Changes? – moving to a decentralized I&P environment
Goals? – reduce costs, increase productivity
Opportunities? – moving to a new bldg. – time to right-size
Problems? – under-utilized devices, paying for copying
functionality that isn’t used
Priorities? – help to reduce paper workflows and organize
electronic workflows
Pressures? – reduced IT resources, need more efficient
management tools
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Sales Strategies
Customer Need
Printer purchases
Target: IT Managers
Business need
Looking for a single function
laser
Upgrading from older device
(mfp, aio or SF)
Out right purchase
Why HP mfp:
• HP networking, remote
management and reliability
•Incremental investment for
substantially increased
functionality
•Cost savings and improved
productivity
•Outright hardware acquisition
or simple hardware lease with
care
pack options
July 18, 2015
Device Optimization
(print, scan, fax, copy)
Target: IT Managers
Business need
Have printers, faxes and scanners that
need upgrade
Tired of managing multiple devices
Optimizing printer fleet workflow (e.g.
LAN fax, Document Mgmt., etc.)
Looking for faxing alternative
Why HP mfp:
•HP networking, remote management
and reliability
•Advantages of digital sending
•Ease of management
•Productivity gains
•Cost saving through device
consolidation
•Optimizing business model through
the integration of services and supplies
on a standard contract
Balanced
Deployment
Target: IT/FM Managers
Business need
Fleet optimization from
end-user, IT, and FM
perspectives
Distributed print and
capture
Single and multifunction
devices
Why HP mfp:
•HP Networking, remote
management and reliability
•Service contracts optional
•Digital sending advantages
•Broad portfolio of single and
multi-function devices
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Printer purchase
Biggest customer concern:
•MFPs are substantially more expensive than a
comparable HP single function printer
Biggest customer benefit:
•
Improve the productivity of the users by
− bringing faster printers closer to users
− adding additional functionality for a marginal investment
•
Reduce toner costs with higher yield standard cartridges
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Single-function printer vs. mfp product pricing
3,000
2,500
2,000
Upgrade
memory
Product price
1,500
1,000
500
Lexmark HP LJ
T634n 4345mfp
HP LJ
4250n
•Net price difference for comparable models is approx. $500
•HP mfp offers additional functionality (scanning and copying at 45ppm)
•Lower CPP than comparable single function printers
Model
Toner price
Toner Yield
CPP
Lexmark T634n
$330
21,000
$.0157
HP LJ 4250n
$149
10,000
$.014
LJ 4345mfp
$205
18,000
$.0114
July 18, 2015
Source: hp.com.
Lexmark.com
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Making the Right Choice
Questions to ask your customers as they look at
upgrading their printer
•
Do they currently have networked printers deployed?
•
What are the ages and speeds of their printers?
•
What is the current toner cost for their printers?
•
Is document security (private printing) important in my
environment?
•
What is their need for document finishing?
•
Do they have issues with paper storage and filing?
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Device Optimization
Biggest customer concern:
If the device goes down, all functionality (print,
copy, scan, fax) goes down and workers lose
productivity.
Biggest customer advantage:
•
•
Save money by consolidating devices
Increase productivity by
− simplifying the end user experience
− Bringing multiple functions closer to the user, and using the same
interface to perform those functions
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Multiple device vs. single device (printing, scanning and faxing)
3,500
3,000
2,500
2,000
1,500
1,000
500
Multiple
devices
Additional
memory
Xerox
documate 250
scanner
Canon L170
Fax Machine
HP LJ
4345mfp
w/fax
Printer price
• One consolidated device is actually ~ $400 less expensive to acquire than three
separate devices with the same functionality (including memory)
•Price does not include any stand alone copy functionality
•Lower CPP
Model
Toner price
Toner Yield
CPP
Lexmark T634n
$330
21,000
$.0157
Canon L170 fax
$119
3,500
$.0340
LJ 4345xmfp
$205
18,000
$.0114
July 18, 2015
Sources:
hp.com;
Staples.com;
Lexmark.com
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HP LaserJet 4345 mfp
For Small Offices: Breakthrough Price/Performance
•
Use HP’s proven printer
technology to deliver a fast, low
cost, highly reliable mfp.
•
First side-oriented print engine:
− desktop footprint
− copier look and feel
− stapling and mailbox output
options
HP LaserJet
4345mfp: $2,5993,999
+
Fax: $299
Desktop copier: $999
+
•
Using printer-based technology
delivers new levels of
price/performance.
45ppm network printer:
$1,899
600 dpi Color Scanner:
$199
Total: $3,400-5,500
45ppm copier:
$15,000-18,000
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MFP usage by function & why HP MFPs
are the perfect solution
1. Printing is the predominant
use for MFPs
HP MFPs are printer based devices
2. Scanning is the
emerging functionality
Percent of Documents per Function
Faxing
18%
Scanning
5%
Printing
47%
HP MFPs come std. with send-to-email
3. Copying is on the decline
HP MFPs offer reliable, convenience copying
4. Distributed imaging and
printing is fast replacing
centralization
Copying
30%
Source: Gartner August 2003 - User wants and Needs
HP MFPs smaller footprints allow them to be
deployed closer to the workgroup
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Making the Right Choice
Questions to ask your customers who are consolidating
their workgroup
• What is their need for printing vs. copying vs. faxing?
•
Are personal printers used by certain employees? Why?
•
How much do they currently fax, and what does their
existing fax infrastructure cost?
•
Could some fax volumes be replaced or complimented
with send to email?
•
Can their paper-based work flows be simplified by using
digital sending to send, store and archive documents?
•
How much time is spent maintaining and managing
multiple devices (toner replacement, trouble-shooting, etc.)
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Test your
Knowledge
© 2004 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice
Customer Scenario #1
• An IT manager from a local hospital calls with the following situation:
− Aging fleet of devices, various manufacturers, and can’t be remotely
managed
− Wants to consolidate functions (fax, print, copy, scan) into one device that
takes up less space in the nurse’s stations
• Nurse stations primarily print information and copy insurance cards
− Need devices that can help the hospital comply with patient privacy laws,
primarily HIPAA
− Looking at ways to automate the document flow through the organization
to maintain privacy and help improve productivity of employees
What do you recommend?
•Go with a single vendor – HP – for simplicity and consistency across his network
•Recommend a demo of the LJ 4345mfp for the nurse stations. This product can
consolidate the functions they need for a very low price point
•Highlight the fact that the 4345mfp is incredibly small for a 45ppm device, and was
designed for these environments with high print needs, basic copy needs
•Ask additional questions regarding what they need from a scanning standpoint.
Inform them that hp scanning solutions range from simple scan to folder to complex
document management with the hp Autostore solution
•Emphasize the security features that we have standard (secure printing, LDAP
authentication for send-to functionality
•Inform them that if they need additional security solutions, HP has partners
that can help with essentially any type of security solution they could need
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Customer Scenario #2
• An office manger from a regional mortgage brokerage company has several issues he
needs help resolving:
− They consistently receive faxes on letter and legal media, and need a faxing solution that can
recognize the size of incoming faxes
− The different locations need a fast way to transmit copies of documents to the corporate
headquarters
•
The currently use a courier service, as the quality of faxes is not acceptable
− Need the ability to be able to remotely monitor the devices, and streamline ordering of supplies
− Basic stapling is a requirement
− Looking for a solution under $5,000
What do you recommend?
An HP LaserJet 4345xs mfp will accomplish all of these objectives.
• Small footprint for less than $4500
• Print, copy, fax, scan and digital send. Digital send technology will allow the
different locations to send near original quality documents to corporate at
substantially lower costs than the current courier service
•DSS 4.0 will allow them to upgrade sending capabilities as the business
grows
• Convenient document finishing capabilities – 30-sheet stapler/500-sheet stacker
• Robust enough to handle up to 20 users
• WebJet Admin will allow them to LaserJet technology means it’s easy to install,
configure and manage. It also means a product with high reliability.
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THANK YOU!
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