Article originally Published in Officelines, Sep 2009
Tech Supplies With a Twist
When United Imaging says in its tagline, ‘ We Have It !,” this reseller doesn’t limit itself to a specific product category. It promises to deliver a full range of business products (120,000 items), office equipment, network technology services, furniture, document solutions, and printer fleet management.
As Yigal Avrahamy, Vice President, describes the evolution of the company, the path United Imaging followed in its growth and development is similar to many value-added resellers – but with a twist.
President Michael Cohen broke away from his family business and formed United Ribbon in 1988. At that time the company sold ribbons and supplies for a full range of office machines, including typewriters and printers.
The change in technology; to word processing and computers, had a big impact in the marketplace. Supplies had always been the driving force of the business and when the ribbon business died, the company transitioned to toner and inkjet cartridges. As a result, United Ribbon adapted its focus and changed to United Imaging, becoming a leading Toshiba dealer in Southern California and a major supplier of technology supplies to companies in California and across the country.
Since that time, the company looked to expand from technology supplies to a combined offering that included office supplies. However, it wasn’t until United Imaging relaunched its Website in 2003, adding greater functionality such as online ordering, that the office supplies business took hold. As in so many instances in the company’s journey; these product line additions were made to better serve its growing customer base.
Going Beyond Yigal Avarahamy, vice president of United Imaging, says that exemplary customer service, provided by its office solutions specialists, is the key to success.
Exemplary Service
Customer service is key to United Imaging’s success. The “consumables” sales floor is driven by telephone sales representatives who consult with customers as office solutions specialists both locally and nationally Sales reps are articulate and they strategize to get new business, negotiate to win back former clients, and resourcefully build greater profits from current accounts.” End users can be very demanding, but we have learned through the years how to fulfill all their demands, so it comes pretty easy for us,” says Avrahamy. “We are very hands on.”
United Imaging stays on top of market developments and its research department always reviews the latest products. When a customer isn’t sure which product is best, reps know which questions to ask to advise them through the selection-making process. ” We are not going to sell them a machine that’s good for us. We’re looking to sell them a machine that’s appropriate and beneficial for their needs,” he says. These same reps are also the primary point of contact to service existing accounts. They’re scheduled in three different shifts to maximize accessibility across various time zones.
This level of contact on the part of United Imaging is the number one competitive answer to the near constant barrage of promotional messages that come from its big box competitors. “There are many choices out there,” says Avrahamy. Prospects and customers United Imaging has contacted who have bought from the super stores typically aren’t satisfied with their perceived value.
“They don’t give the service and specialized attention that customers need. We do. Our dedicated reps service all of our customers’ needs;’ continues Avrahamy. This includes details such as orders, shipment requests, and product delivery.” Customers get a good sense of security because they know that someone is hands on with their individual needs. You don’t get that from the super stores.”
Exemplary customer service enables United Imaging to win and retain customers across a wide range of businesses and geographies. “Any business that is operational, needs our supplies ‘ says Avrahamy. ” Our customers include law firms, financial companies, construction, hotels, and entertainment companies”. Some of its better-known accounts are Starbucks, Walt Disney Pictures, USA Today, The Ritz Carlton, and the FBI. The company’s marketing materials reference its national network of over 30 distribution centers strategically located throughout the United States.
Stay in Touch
Continual customer education conducted by sales representatives and marketing materials that United Imaging produces in-house combine to increase conversions. United Imaging uses a variety of media to keep in touch with customers. Marketing pieces go out monthly, mostly through e-mails sent out by account representatives. A 12-page digital online brochure that United Imaging produced is a preferred piece that is extremely portable and can be printed if a customer desires. Reps are able to e-mail this brochure to customers while they are on the phone with them. Catalogs from United Stationers are also used.
A good portion of United Imaging’s marketing efforts are directed toward charitable events. “It gets our name out there. Customers are able to see this is a company that really cares,” says Avrahamy. Particularly effective was a breast cancer campaign from United Stationers, where a percentage of sales of a pink mouse went toward contributions made to the search for a cure.
“Then a year-and-a-half ago we became a contract furnishings dealer” says Avrahamy of the newest division, United Interiors. Continuing to evaluate its customer base and anticipate customer needs is what prompted United Imaging to consider expanding its offering once again. When the opportunity arose to merge with a group of experienced contract furniture salespeople and support staff to spearhead a contract furniture division, It was a natural choice. In addition to the complementary nature of this business to United Imaging focus, Avrahamy says, “We felt It was a perfect fit for us because they felt the same way that we do about customer service.”
United Imaging is a lot like other VARs, but it has a complete contract furniture division.
Focused on Customer Needs
The same approach was taken with furniture sales as with supplies. “Our experience helps us be attuned to customers’ needs. We’re able to deliver greater efficiencies to our clients’ facilities,” says Avrahamy “We’re going to make sure that know exactly how to organize their office environment and specific department functions before we can deliver an assessment that offers appropriate solutions.”
As a result of its service commitment, the company’s Woodland Hills, California headquarters, was designated a Kimball Office Select Dealer Showroom, which was no easy feat. The bulk of our business today is still roughly 80 percent in the sales of office supplies and consumables. However, copiers and contract furniture account for 20 percent now, with the quick growth of our Contract Furniture Division.”
How is United Imaging handling the pressure of this challenging economy? All value-added resellers are particularly sensitive to pricing pressures. On the equipment and technical supplies side, competition has been driving down prices and margins on a regular basis for years. The current economy just underscores the emphasis on. “Because of the economy and prices in relation to decreasing margins, we find ourselves working harder for less,” says Avrahamy.
Even in a down market where customers watch every penny, the most innovative resellers still find opportunities. Some customers have taken to placing smaller orders more frequently. Other customers, who had told United Imaging they would only use original equipment manufacturer (OEM) supplies, are now asking about compatibles.
“Knowing this, we try to offer more options to our customers within the compatibles world because they are hurting,” he adds. “They’re very budget conscious and trying to stay afloat. These different businesses are coming to us and asking if we can help. Right now, we’re kind of like everybody else,” says Avrahamy. “Our goal is to maintain the business that we have until the economy improves.”
What is next on the horizon for United Imaging? United Imaging has always been technology driven and has its own IT department that keeps current on technology advances and clients’ needs. The company continues to fine-tune its own systems, technology, and tools, but it is also beginning to provide solutions for clients’ computer security, hardware, and networking needs. Perhaps it is yet another way that United Imaging can seek to add value to its customers.
“Customers United Imaging has contacted who have bought from the super stores typically are not satisfied with their perceived value. They don’t give the service and specialized attention that customers need. We do.”