Letter on the Third — May 2019
Dear Datamax Family,
“They Ask. We Answer.” It seems like a simple concept, doesn’t it?
Well, it is. But it’s also a profoundly important one that digs deeply into the heart of our tagline, “Relevant Technology, Raving Results.®” It’s a thought-provoking call to action that helps every one of us truly understand: “What really matters to our customers and prospects?” and, essentially, “What are our relevant, high-level differentiators?”
I was at a Copier Dealers Association (CDA) meeting when I heard Marcus Sheridan, author of “They Ask, You Answer,” speak. Marcus ran a successful home swimming pool business until 2008, when the economic downturn crushed his sales and sent him searching for a new direction. Knowing a dramatic shift in his business model was inevitable, Marcus turned to blogging.
He sat down at his kitchen table late one night and typed the answer to every question he’d ever been asked about pools — regardless of how complex or insignificant they seemed. By simply turning these questions and answers into online content, his company site eventually became the most visited swimming pool website in the world.
How is that possible? He was sharing information RELEVANT to customers – or anyone interested in purchasing a pool, frankly. Marcus transformed his business into a trusted brand. People went to him for consultation, for advice. He was no longer a pool salesman. He was a thought leader.
Just as it’s woven into the fabric of our Little Blue Book, we want to be RELEVANT in everything that we say and that we do for clients. What we can take from Marcus’ story is this: Just like a pool business, we are getting asked questions all the time – How much does Managed Print Services cost? Why is it necessary to load device management software on my MFP? What software/solution options are available with this production print equipment? How does your total satisfaction guarantee really benefit me? Do we know the answers to those questions? If not, are we searching for the answers? The answers are not always simple, but the questions themselves hold just the type of valuable, relevant content that we should be responding to AND sharing with others.
In this month’s Rave Review, you’ll find details on how each of you can participate with the Datamax “They Ask, We Answer” initiative. Whether you’re in admin or delivery or sales or service, every one of you is privy to specific questions our clients are asking every day. You’re also likely an expert at providing the resounding answer they’re looking for. I encourage you to be on the alert for reoccurring emails regarding this program. Truly embrace this idea and collectively, let’s help develop content but, more importantly, answers.
Why do we want to commit this to print or the website? Why is getting this content so important? Because we can answer the question once with valuable, succinct content. We can share those answers on the fly with links to customers and confidently share what our differentiators really are.
We’re well into the second quarter, and the summer months are around the corner, but it’s crucial that we finish the quarter strong and everybody keeps pushing ahead. How can we be relevant to customer needs today? What can we do to Create a new Raving Fan?
Let’s not be just another technology company, floating like a cork on water. Let’s be thought leaders. The Best is Yet to Be.
Your Raving Fan,
