Q&A: Scanner Service And Support

By Vicki Amendola, Business Solutions magazine

During the past several months, I have purchased electronic items including a $12 digital alarm clock, a $150 iPod, and a $900 student laptop. Even though I bought each of these items at a different store, I was asked the same question at checkout for each one — "Would you like to purchase an additional service warranty for this item?" Even the cheap alarm clock had a warranty option. Obviously, retailers have figured out the huge revenue potential of selling service agreements with every electronic item sold. Why then can't some document scanner VARs see this potential revenue? In a world of thinning margins and commoditization, service may be your biggest differentiator. I recently spoke with four scanner industry experts on the topic, and here is the advice they had to share.

If you could highlight one trend in scanner service and support, what would you want to share with VARs? Scott Slack, VP of marketing, Cranel Imaging: Given the current economic slowdown, the potential for sales delays and/or cancellation of a capital purchase is very high. Older equipment will be kept in production for longer periods of time. These factors may make service and support alternatives more attractive to customers. VARs should be actively offering not only service agreements for new equipment, but also options that extend the life of currently installed products.

Used with permission from Business Solutions magazine.