1. COMPETITIVE ADVANTAGES & YOUR CUSTOMER’S VOICE Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

2. Smart Advantage Process Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 1.Keynote presentation: July 20, 2012, Seattle, WA 2.Smart Advantage sessions: March 12-13, 2013, Aspen, CO 3.Market research review: July 18-19, 2013

3. Smart Advantage Process Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 1.Keynote presentation: July 20, 2012, Seattle, WA 2.Smart Advantage sessions: March 12-13, 2013, Aspen, CO 3.Market research review: July 18-19, 2013

4. Smart Advantage Team Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Craig Mowrey Senior Partner Brian Neff Senior Consultant

5. Smart Advantage Process Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

6. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

7. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

8. Why is Competitive Advantage Important? ● Arms the Sales Force ● Foundational to Operational/Strategic decision making ● Makes your message RELEVANT Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

9. Increase Your Revenues Strengths Relevant Selling Differentiators Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

10. ● Unique Selling Position (USP) ● Distinguishing features/services ● Competitive edge ● Differentiator ANSWERS “ WHY US?” Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

11. Board Answers to “#1 Competitive Advantage” ●Customized document & imaging solutions ●Customized & accurate billing ●Track all assets ●Umbrella provides our customers one number to call ●Understand customer needs ●30 years of consistency ●Sustainability ●Security ●Relationship ●In-house leasing ●Large, locally-owned company Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

12. BLAHBLAHBLAH

13. First Step IdentifyDeliverables Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

14. Deliverables ● Anything and everything you do to add value to your product/service, but… ● Not a line item on an invoice Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

15. Deliverables ●Speed of resolution ●Measurable service response time ●Customized billing, program ●On time delivery ●High retention rate ●Industry certifications ●Experience of technicians ●Vendor relationships ●Frequency of repair callbacks ●On-board training Full list on Page 5

16. Value Equation Value = Deliverable X Relevance x Confidence Price Benefit = Benefit Benefit Benefit Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

17. The Mantra Build Confidence Remove Risk Minimize “Price” Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

18. Second Step Deliverablesto Competitive Advantages (pages 6 - 7) Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

19. Criteria ● Objective, not subjective ● Quantifiable, not arbitrary ● Cannot be, or is not currently, claimed by the competition ● Not a “given,” or “cliché” Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

20. Clichés Google Search World Class Quality 1,560,000 The Company You Can Trust 3,720,000 Exceed Your Expectations 9,720,000 Family Owned and Operated 16,300,000 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

21. Customer - centric 7,380,000 Customer - oriented29,500,000 Customer - focused 77,200,000 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Clichés Google Search BLAHBLAHBLAH

22. Criteria ● Objective, not subjective ● Quantifiable, not arbitrary ● Cannot be, or is not currently, claimed by the competition ● Not a “given,” or “cliché” Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

23. ● True (Provable) ● Past Tense or Fact ● Relevant to your Customer Criteria Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

24. Deliverables Statements Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. ●Speed of resolution: In 2012, we responded to over 95.2% of emergency calls within one hour ●Training: For more than 10 years, we have invested 25 hours/month in training each of our service technicians.

25. Increase Your Revenues Strengths Relevant Selling Differentiators Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

26. How to determine which ones matter Copyright © 2012 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

27. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

28. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

29. Market Research Double Blind Contact lists provided by CDA members 10 - 12 Minutes All Data in Raw Numbers or % Statistical validity Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

30. Contact Lists RegionCustomersProspects Northeast (NE) - 3 400431 Southeast (SE) - 3 375358 Central - 6 738690 West - 3 383367 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

31. Contact Lists RegionCustomersProspects 173 Customers Completed 127 Prospects Completed Northeast (NE) - 3 4004314827 Southeast (SE) - 3 3753584629 Central - 6 7386904233 West - 3 3833673738 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

32. Market Research Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. West Central SE NE

33. Statistical Validity Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. If there are 1,000,000 potential customers, how accurate is a survey of 300 companies? Confidence LevelError Rate 90% confidence level4.8% 95% confidence level5.7% 99% confidence level7.4%

34. Survey Results Completed Interviews300 No answer / busy signal783 Disconnected Phone263 Wrong number132 Respondent not available3,097 Initial refusal519 Voice mail2,051 Total Calls Made = 7,467 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

35. Demographics Q1: # of employees in your company? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) < 25148 26 – 5041 51 – 10027 101 – 30047 301 – 1,00018 1,001+19

36. Demographics Q1: # of employees in your company? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) < 25148 26 – 10068 > 10182

37. Demographics Q2: Annual spend on copiers, printers & related supplies? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) < $25,000211 $25,000 – $50,00046 $50,001 – $100,00021 $100,001 – $500,00015 $500,001 – $1,000,0003 $1,000,000+4

38. Demographics Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q3: Are you a Decision Maker or Influencer? One Response Accepted Total (300) Decision Maker134 Influencer166

39. Demographics Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q3: Are you a Decision Maker or Influencer? One Response Accepted Total (300) Customer (173) Decision Maker1347644% Influencer1669756%

40. Demographics Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q3: Are you a Decision Maker or Influencer? One Response Accepted Total (300) Customer (173) Prospect (127) Decision Maker1347644%5846% Influencer1669756%6954%

41. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q5: Which best describes your role/function? One Response Accepted Total (300) Decision Maker (134) Influencer (166) Administrator1052778 IT Manager402812 Purchasing Manager271413 Assistant / Secretary25322 Owner23203 Office Manager16610 Finance16115 35 additional titles provided

42. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q5: Which best describes your role/function? One Response Accepted Total (300) Decision Maker (134) Influencer (166) Administrator1052778 IT Manager402812 Purchasing Manager271413 Assistant / Secretary25322 Owner23203 Office Manager16610 Finance16115

43. Market Research Structure Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. How do you buy? Who do you buy from? Why do you buy from them? Q6 – Q12 Q13 Buying attributes tested

44. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q6: How does your company typically acquire copiers/supplies? One Response Accepted Total (300) From an independent dealer202 From a manufacturer52 From both a dealer and a manufacturer 46

45. Market Research Structure Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Both (46) Manufacturers (52) Dealers (202) Q6: Buy or Lease Primary Who Why Who Why

46. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. How does your company typically acquire copiers/supplies? Total (300) From an independent dealer229 + 5** From a manufacturer66 + 5** ** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.

47. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Who (manufacturer) do you buy from? Multiple Responses Accepted Total (71) Ricoh Ikon16 Canon13 Xerox12 Konica Minolta9 Toshiba7 Sharp6 HP5 Kyocera Mita3 Lexmark2 5 companies mentioned once

48. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Why have you chosen to work with a manufacturer, instead of a dealer? Multiple Responses Accepted Total (66) NE (17) SE (10) Central (16) West (23) Price2842%411211 Good service812%2105 Always used them812%3212 They’re faster35%1011 Have best products35%0012 18 other responses

49. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. How does your company typically acquire copiers/supplies? Total (300) From an independent dealer229 + 5** From a manufacturer66 + 5** ** 5 respondents weren’t able to identify a dealer or a manufacturer as being a primary supplier.

50. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Why have you chosen to work with a dealer, instead of a manufacturer? Multiple Responses Accepted Total (229) Good service7224% Price5418% They’re local5017% Used them for years269% Convenient93% Larger selection/options93% Sales rep was helpful62% 37 other responses

51. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Why have you chosen to work with: (Q9) A DEALER Total (229) Good service7224% Price5418% (Q11) A MANUFACTURER Total (66) Price2842% Good service812%

52. 28 Attributes / Services Tested Q13 = 20 Attributes Q16 = 8 Services Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

53. Most Important – Your Votes Time for you to Vote! Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

54. Most Important – CDA Company Votes 1.Resolves issues quickly 2.Speed of response to service requests 3.Provides accurate invoices Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. How do you message around these now?

55. Comparison of Rank Rank Order Resolves issues quickly1 Speed of response to service requests2 Is able to repair copiers on first visit3 Orders delivered are accurate4 Provides accurate invoices4 Delivers product and supplies on time6 The experience of the technicians7 Provides performance guarantees8 Offers high degree of data security with software9 Able to improve your equipment reliability10 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

56. Comparison of Rank Rank Order Top 2 Box Resolves issues quickly191% Speed of response to service requests290 Is able to repair copiers on first visit389 Orders delivered are accurate485 Provides accurate invoices485 Delivers product and supplies on time684 The experience of the technicians782 Provides performance guarantees874 Offers high degree of data security with software971 Able to improve your equipment reliability1068 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

57. Comparison of Rank Rank Order Top 2 Box Company has strong financial stability1165% Has strong network stability1264 Offers automatic replenishment of supplies1360 Provides training to your staff on product functions1458 High client retention rate1556 Offers customized solutions for your business to increase efficiency1655 Offers consulting which helps cut costs1748 Has a 24/7 Help Desk1846 Offers remote repairs, no technician needs to come on site1944 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

58. Comparison of Rank Rank Order Top 2 Box Has reporting tools for your usage2035% Provides back file scanning2134 Offers ongoing education via webinars, lunch & learns, podcasts2229 Offers managed print services2325 Offers document management software24 Offers managed IT services2522 Supports mobile technology2619 Software that tracks all of your assets2717 Offers customized apps2811 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

59. Comparison of RankResearch Resolves issues quickly1 Speed of response to service requests2 Is able to repair copiers on first visit3 Orders delivered are accurate4 Provides accurate invoices4 Delivers product and supplies on time6 The experience of the technicians7 Provides performance guarantees8 Offers high degree of data security with software9 Able to improve your equipment reliability10 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

60. 20 Attributes + 8 Services Comparison of RankResearchCDA Resolves issues quickly11 Speed of response to service requests22 Is able to repair copiers on first visit36 Orders delivered are accurate44 Provides accurate invoices43 Delivers product and supplies on time65 The experience of the technicians79 Provides performance guarantees815 Offers high degree of data security with software911 Able to improve your equipment reliability107 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

61. Comparison of RankResearch Company has strong financial stability11 Has strong network stability12 Offers automatic replenishment of supplies13 Provides training to your staff on product functions14 High client retention rate15 Offers customized solutions for your business to increase efficiency 16 Offers consulting which helps cut costs17 Has a 24/7 Help Desk18 Offers remote repairs, meaning no technician needs to come on site 19 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

62. Comparison of RankResearchCDA Company has strong financial stability1113 Has strong network stability1214 Offers automatic replenishment of supplies1324 Provides training to your staff on product functions148 High client retention rate1512 Offers customized solutions for your business to increase efficiency 1610 Offers consulting which helps cut costs1716 Has a 24/7 Help Desk1827 Offers remote repairs, meaning no technician needs to come on site 1918 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

63. Comparison of RankResearch Has reporting tools for your usage20 Provides back file scanning21 Offers ongoing education via webinars, lunch and learns, podcasts22 Offers managed print services23 Offers document management software24 Offers managed IT services25 Supports mobile technology26 Software that tracks all of your assets27 Offers customized apps28 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

64. Comparison of RankResearchCDA Has reporting tools for your usage20 Provides back file scanning2126 Offers ongoing education via webinars, lunch and learns, podcasts2225 Offers managed print services2319 Offers document management software2420 Offers managed IT services2522 Supports mobile technology2623 Software that tracks all of your assets2716 Offers customized apps28 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. 20 Attributes + 8 Services

65. RankComparison of Rank Customer (173) Prospect (127) 1Resolves issues quickly 94% 88% 2Speed of response to service requests 92 87 3Is able to repair copiers on first visit 90 4Orders delivered are accurate 87 82 4Provides accurate invoices 82 88 6Delivers product and supplies on time 84 85 7The experience of the technicians 80 84 8Provides performance guarantees 76 72 9Offers high degree of data security with software 70 72 10Supplier is able to improve your equipment reliability 64 73 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Top 10 Attributes – Customer vs. Prospect

66. RankComparison of Rank Decision Maker (134) Influencer (166) 1Resolves issues quickly 92% 91% 2Speed of response to service requests 89 90 3Is able to repair copiers on first visit 87 91 4Orders delivered are accurate 81 87 4Provides accurate invoices 84 86 6Delivers product and supplies on time 84 85 7The experience of the technicians 80 8Provides performance guarantees 72 77 9Offers high degree of data security with software 66 75 10Supplier is able to improve your equipment reliability 66 69 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Top 10 Attributes – Decision Maker vs. Influencer

67. RankComparison of Rank 1-25 EES (148) 26-100 EES (68) 100+ EES (84) 1Resolves issues quickly 91%93% 92% 2Speed of response to service requests 8993 88 3Is able to repair copiers on first visit 88 93 4Orders delivered are accurate 8582 86 4Provides accurate invoices 8387 86 6Delivers product and supplies on time 8587 82 7The experience of the technicians 8085 82 8Provides performance guarantees 7874 68 9Offers high degree of data security with software 7072 71 10Supplier is able to improve your equipment reliability 7066 67 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Top 10 Attributes – By # of Employees

68. Top 10 Attributes – By Region RankComparison of RankNESECentralWest 1Resolves issues quickly1111 2Speed of response to service requests2231 3Is able to repair copiers on first visit4311 4Orders delivered are accurate2556 4Provides accurate invoices4744 6Delivers product and supplies on time6474 7The experience of the technicians7667 8Provides performance guarantees8888 9Offers high degree of data security with software11998 10Able to improve your equipment reliability910 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

69. Q14: Anything Else? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Multiple Responses Accepted Total (300) Nothing else 280 Customer service 7 Price6 Performance5 Location1 Web interface1

70. Competitive Intelligence Q12: What was the most important factor in choosing a supplier of copier hardware and supplies Multiple Responses Accepted Total (300) Customer service 112 Price100 Performance55 Reputation11 Ease of use9 Location8 Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

71. Q12 vs. Q14 Comparison Multiple Responses Accepted Total (300) Nothing else 280 Customer service 7 Price6 Performance5 Location1 Web interface1 Multiple Responses Accepted Total (300) Customer service 112 Price100 Performance55 Reputation11 Ease of use9 Location8 Q12 – What’s most important? Q14 – What else is important? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

72. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q15: Who’s best at the attributes most important to you? Up to 3 Responses Accepted Total (300) Named a Regional Dealer 194 Named a Manufacturer 152 Didn’t know / refused 9

73. Competitive Intelligence Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q15: Who’s best at the attributes most important to you? Up to 3 Responses Accepted Total (300) NE (75) SE (75) Central (75) West (75) Named a Regional Dealer 19440655039 Named a Manufacturer 15245203750 Didn’t know / refused 92133

74. Competitive Intelligence Q17: Do you currently outsource your IT services? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) Yes110 No190

75. Competitive Intelligence Q17: Do you currently outsource your IT services? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) 1-25 EES (148) 26-100 EES (68) 100+ EES (84) Yes110732512 No190754372

76. Market Research Structure Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. No (190) Yes (110) Q17: Outsource IT? No (99) Why? Why Not? Planning on changing suppliers? Yes (11)

77. Competitive Intelligence Q18: Are you planning on changing IT suppliers? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (110) 1-25 EES (73) 26-100 EES (25) 100+ EES (12) Yes7421 No99652311 Not sure4400

78. Competitive Intelligence Q20: Why not? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Multiple Responses Accepted Total (99) Satisfied with service78 Timing15 Been with them a long time6 7 other answers given

79. Competitive Intelligence Q21: Are you planning on changing copier suppliers? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. One Response Accepted Total (300) Yes16 No273 Not sure11

80. Competitive Intelligence Q23: Why not? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Multiple Responses Accepted Total (273) Satisfied205 Timing71 Been using a long time21 We own our copiers3 8 other reasons given

81. Competitive Intelligence Q24: If there is one thing you would recommend a supplier of copiers improve, what would it be? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Multiple Responses Accepted Total (300) Dealer (202) Manufacturer (52) Both (46) Nothing / everything is good 11639%742319 Service9130%581617 Price3612%3042 Speed3411%2473 Improve equipment performance 2910%2153 Supplies (better)145%932

82. CONCLUSION Your market needs better communication. Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q15: Who’s best at the attributes most important to you Total (300) Named a Regional Dealer194 Named a Manufacturer152

83. CONCLUSION You don’t need different messages: Customer / Prospect Decision Maker / Influencer By Region Size of Company Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

84. Increase Your Revenues Strengths Relevant Selling Differentiators Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Opportunities

85. 1.Better convey your “good service” vs. manufacturers. Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q11: MANUFACTURER Total (66) Price2842% Good service 812% Q9: DEALER Total (229) Good service 7224% Price5418%

86. Opportunities 2.Measure what they value, hold staff accountable, and tout your results: Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Resolves issues quickly1 Speed of response to service requests2 Is able to repair copiers on first visit3 Orders delivered are accurate4 Provides accurate invoices4

87. Opportunities 3.Small companies may not know that CDA companies provide IT services. How do you locate them and define your IT services? Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q17: Looking to change IT services Total (300) 1-25 EES (148) 26-100 EES (68) 100+ EES (84) Yes110732512 No190754372

88. Opportunities 4.Change marketing materials to reflect RELEVANT competitive advantages. Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

89. Opportunities 4.Change marketing materials to reflect RELEVANT competitive advantages.

90. 5.Price is less important than you may think – sell your value proposition to command higher margins. Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Q12: What’s most important? Total (300) Customer service 37% Price33% Q14: What else is important? Total (300) Nothing else 93% Customer service 2% Price2% Opportunities

91. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

92. Today’s Map 1. 1.Review Principles of Competitive Advantage (page 3) 2. 2.Market Research findings 3. 3.Homework Tomorrow’s Agenda 1. 1.Review and Refine Statements for Top Attributes 2. 2.Communication Opportunities 3. 3.What's Next Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

93. Homework Rank AttributeDrafted Statements 1 Resolves Issues Quickly 2 Speed of Response to Service Requests 3 Able to Repair Copiers on First Visit 4 (tie) Orders Delivered Are Accurate Provides Accurate Invoices

94. Homework Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. Rank AttributeDrafted Statements 1 Resolves Issues Quickly In 2012, we responded to over 95.2% of emergency calls within one hour 2 Speed of Response to Service Requests 3 Able to Repair Copiers on First Visit 4 (tie) Orders Delivered Are Accurate Provides Accurate Invoices

95. Tomorrow Sit with someone from your team. If you are not with someone, buddy-up with someone at similar company Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc.

96. Smart Advantage is available immediately following this session: Questions and Ongoing Work Copyright © 2013 by Smart Advantage, Inc. All rights reserved. Not for reprint or reproduction without the express written permission of Smart Advantage, Inc. ? ?? ???