1.1 hp imaging and printing sales fundamentals

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Imaging and Printing Sales Fundamentals
Instructor’s name
Version 14.2

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to 2 change without notice.
Course introduction
•
Instructor introduction
•
Group introduction and expectations
•
Course goal
•
Course agenda

Instructor introduction
Let me tell you about myself
•
Personal
•
Professional

Group introduction and expectations
•
Your name
•
Your company
•
Your position within the company
•
Your IT and HP experience
•
Describe the typical general office print job (type/# of pages etc.)
•
What do you expect from this course?

Course objectives
•
Describe trends in imaging and printing.
•
Introduce HP Imaging and Printing products and solutions.
•
Provide an overview of HP Imaging and Printing core technologies, product lines, and solutions.
•
Discuss the use and the impact of color.
•
Identify online resources for partners and customers.
•
Differentiate between horizontal and vertical markets.
•
Propose green solutions.

Course agenda
•
Imaging and printing overview
•
Selling HP color
•
HP multifunction printers
•
HP imaging and printing advantage
•
Selling HP imaging and printing services
•
Helping customers succeed
•
Horizontal and vertical markets
•
The green initiative
•
Review and conclusion

Chapter 1: imaging and printing overview

Chapter objectives
•
Explain the three-tiered HP imaging and printing strategy.
•
Discuss the importance of documents in the marketplace.
•
Identify and summarize industry and consumer trends in imaging and printing.
•
Differentiate between customer segments, and identify their unique printing needs.
•
Demonstrate methods for better understanding of your customers’ needs.
•
Present key product categories in the HP imaging and printing portfolio.

HP imaging and printing strategy
Optimize infrastructure
Improve workflow
Improve business outcomes
Improve IT and business efficiencies
Reduce costs
Customer pain point
Balance productivity with cost
Streamline workflows, and increase compliance
Increase IT productivity and system availability
ROI
Customer benefit
COSTPRODUCTIVITY
Manage environment

What is a document?
Technology has helped to redefine the document.
A document can be almost anything:
•
Business letter
•
Billboard
•
ID card
•
Retail sign
•
Sides of building
•
Canvas artwork
•
Photograph
•
Brochure

Are paper documents still relevant?
Are paper documents less valuable in the digital world?

The value of documents (some examples)
Quote and proposal:
•
Drives new business
•
Meets targets
•
Satisfies customer needs
Marketing materials:
•
Horizontal business
•
Print quality and color make the difference
Business cards:
•
Include bar code for contact information and other data
Airline boarding pass printed at home or on the go:
•
Instant access to traveling
•
No waiting
•
Printed at customer’s convenience
Insurance policy:
•
Contract detail
•
Physical proof of coverage
•
Makes the intangible more tangible
Medical lab results:
•
Security, accuracy, and traceability imperative to the success of the document

The impact of a document
All relationships – personal or business – begin with a first impression.
Enable processes
Support products
Create revenue
•
Purchase orders
•
Invoices
•
Instruction manuals
•
Personnel manuals
•
Product manuals
•
Warranty sheets
•
Proof of purchase
•
White papers
•
Insurance policies
•
Consultants reports
•
Gift certificates
•
Marketing pieces

HP – Creating imaging and printing trends
HP has a long history of setting trends in the imaging and printing marketplace.
HP’s installed base and ongoing market leadership can help increase revenue and profitability:
•
Help your customers grow and prosper with new technology.
•
Broaden your presence in your accounts:
−
Update devices.
−
Add accessories, supplies, solutions, and services.

Imaging and printing industry trends
•
Color LaserJet and Ink technologies
•
Convergence
•
Networking
•
Mobility

HP Officejet Pro X with HP PageWide technology
Up to twice the speed and half the cost
Professional print quality
The next generation of business printing:
•
Fast printing speed: up to 70 pages per minute in general office quality mode
•
Powerful savings: up to 50% lower cost per page than color laser printers
•
No-compromise print quality, reliability, and energy savings
•
Compatibility with corporate enterprise networks for management and workflow solutions
Original HP pigment inks deliver superb output quality and resist smearing on a broad range of papers. Plus, offices save money through low acquisition and operating costs and can save additional money and resources with an ENERGY STAR® qualified device.

Color – color – color
Easier to read:
Use of color in printed materials increases readership by up to 80%.
Easier to sell:
Invoices in color can improve payment rates by up to 30%.
Proven advantage:
People are 55% more likely to pick up a full-color mail item first.

Why do we still sell mono printers?
Adequate for internal documents:
•
Drafts for review
•
Memos
•
Text-only documents
•
Large print jobs
Reliable
•Fewer moving parts
•Simpler printing process
Costs less:
•
Hardware costs less
•
Monochrome toner costs less
•
Fewer consumables
Faster:
•Mono printing is still faster

The power of color
What is important to your reader?
Shareholder Equity Update
Assets
2013
2014
Cash and short-term investments
$6000
$7000
Accounts receivable
$900
$850
Inventories
$500
$650
Other
$300
$400
Total Assets
$7700
$8900
Liabilities
2010
2011
Accounts payable
$1500
$1750
Accrued Compensation
$200
$200
Income taxes payable
$400
$800
Other
$300
$300
Total Liabilities
$2400
$3050
Shareholder’s Equity
$5300
$5850

The power of color
Color can make a big difference.
Shareholder Equity Update
Assets
2013
2014
Cash and short-term investments
$6000
$7000
Accounts receivable
$900
$850
Inventories
$500
$650
Other
$300
$400
Total Assets
$7700
$8900
Liabilities
2010
2011
Accounts payable
$1500
$1750
Accrued Compensation
$200
$200
Income taxes payable
$400
$800
Other
$300
$300
Total Liabilities
$2400
$3050
Shareholder’s Equity
$5300
$5850

The convergence is now
MFPs
What do you eliminate?
More functionality:
•
Print
•
Copy
•
Fax
•
Digital Sending
•
Scan to file/folder
An MFP replaces many other devices:
•
Stand-alone analog copiers:
−
Unreliable, non- networked
•
Digital copiers:
−
Not network friendly
−
Copier-centric
An HP MFP gives you more:
•
Document management
•
Task management
•
Reliability
•
Simplicity
•
Security
•
Superior Output
•
Affordability
Single-function printers:
•
Less versatile
Fax machines:
•
Expensive fax lines
Document scanners:
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Centralized scanning

Networking trends
•
Access information anywhere anytime.
•
Work and print whenever and wherever.
•
Print from smartphones and tablets.
•
Share resources, and have broader access to more-advanced output.
•
Connect networking across all categories of printing devices.
•
Adopt Wi-Fi, 3G, and 4G.
•
Monitor and manage the network.

Customer trends
•
Customers expect more professionalism in the marketplace.
•
Customers want color and more sophistication in printing devices.
•
Customers want reliable products with superior print quality at value prices.

Customer buying trends
Customers use the Internet as a tool:
•
Price comparisons
•
Product searches
•
Product comparisons
•
Product evaluations and recommendations
•
Vendor and reseller comparisons
•
Best practices sharing
Customers prepare before they meet with you.

Your customer’s expectations
•
Understand their business problems and suggest ways to solve them.
•
Understand trends in the way documents are created, used, and archived to add value.
•
Know the regulatory compliance issues they face.

Customer trends: In-sourcing and outsourcing
Businesses often in-source and outsource at the same time.
Cost drives outsourcing decisions.
Strategic business needs and new technologies drive in-sourcing:
•
In-house marketing
•
POD/distribute and print
•
Information capture

Customer segmentation
Work groups
Personal buyers
Departmental groups
Small work team

Customer groupings
Personal
Small team 2-5 users
Look for simple printers:
•
Simple to operate
•
Easy to use
•
Easy to maintain
•
Limited networking
•
Unmanaged environments
•
Reasonably priced
Look for printers with additional features:
•
Networking
•
Professional print quality
•
Expandability

Customer groupings
Workgroup 5-12 users
Departmental > 12 users
Look for printers with additional benefits:
•
Convenient finishing capabilities
•
Mid-volume office applications
•
Reliability
•
Low acquisition cost
•
High performance
Look for printers with additional benefits:
•
Large volumes
•
Special applications
•
Advanced office finishing capabilities
•
High input and output capacity
•
Low operating costs

HP’s leadership in imaging and printing
•
HP offers Affordable HP color LaserJet printers and MFPs.
•
HP Deskjet products and HP color LaserJet products bring quality printing into the home and the SMB.
•
HP Officejet Pro products empower home offices and SMBs to print professional documents:
−
Now more affordable than ever with HP PageWide technology
−
Now more manageable than ever with OXP Pro compatibility
•
HP Designjet large-format printers empower SMBs to render professional large-format graphics.
•
HP Photosmart printers bring the photo lab into the home and to the SMB.
•
Affordable HP LaserJet MFPs enable convergence of multiple devices.
•
HP Mobile Printing solutions empower users to print any time anywhere.

Demo/exercise
•
Follow this link to go to the HP My Sales Guide: www.myhpsalesguide.com (need to register)
•
This guide provides localized detailed marketing, additional training and sales information on HP imaging and printing products.
•
Use this tool as a reference as you help your customers to design their imaging and printing environments.

HP – helping business evolve and thrive
Business printing trends that matter:
•
Documents are fluid moving across the spectrum of electronic to paper and back.
•
Security is more important than ever.
•
Mobile workers can print anywhere anytime with a variety of devices.
•
New network and Internet-based information is leading to more printing.
•
The cost of printing, distributing, and storing documents is becoming more visible.

Review: chapter 1
•
Documents have purpose and value.
•
The HP portfolio adds value and differentiation.
•
The latest trends in imaging and printing affect your business relationships.
•
Understanding your customer is imperative.
•
Solving customer business problems is key.
•
HP has solutions to help businesses grow and thrive.

Chapter 2: selling HP color

Chapter objectives:
•
Summarize the benefits of color printing for you and for your customer.
•
Explain the advantages of in-house marketing versus outsourcing.
•
Examine the marketing tools and templates that HP offers to help your customer’s with success in marketing communications.

Advantages of using color
•
Color can improve the image of a business.
•
Color can add value to a document.
•
Color can clarify information.
•
Color highlights the important information.

Brand identification
•
Color increases brand recognition by up to 80%*
•
Brand colors symbolize the product in the marketplace
*University of Loyola, Maryland study

The importance of brand recognition
•
Consistency of message
•
Immediate brand recognition
•
Indication of quality
•
Creates consumer expectation

Meaning of color
•
Every color has a meaning:
−
Cultural
−
Religious
•
Every color causes an emotion.
•
People associate company identity with colors and their meanings.

Color for clarity
•
Contrasting colors are easier to read.
•
Specific colors draw attention.
•
Choose colors that are easy to see.

Pitfalls to keep in mind
•
Some colors look identical to some people:
−
Blue and yellow
−
Red and green
•
Older people see color differently:
−
Blue looks white.
−
White looks yellow.
•
This is why laundry detergent is blue.
•
Men see color differently than women do.

Color models
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CMYK is the colors on a printed page.
•
RGB is the colors on the screen.
•
Colors do not always appear the same.
•
Pantone® color model assures consistent colors.
•
HP offers Pantone-certified printers.
RGB
CMYK
Pantone color library – Photoshop screenshot
Pantone color guide – Pantone.com

Office color market
General office internal
•
Microsoft Excel
•
PowerPoint
•
Word
•
Web content
•
Etc.
Sales professionals
•
Internal and external communications
•
Sales tools
Marketing professionals and graphic design
•
Internal documents
•
External documents
•
Agency-quality documents
Technical
•
Blueprints
•
Technical drawings
•
Flow charts
•
Etc.

General office users
General office applications:
•
Printing from Microsoft Word, Excel, PowerPoint, and Outlook
Requirements:
•Good output quality
•Faster printing and better performance
•Simple maintenance and operation
•Features for duplexing, collating, stapling, etc.
•Lower TCO

Sales professionals
Sales professionals use color applications:
•
Adobe Acrobat customer brochures
•
Microsoft Word and PowerPoint customized sales materials
Requirements:
•
Higher quality, customized sales materials
•
Lower volume but higher quality

Marketing professionals and graphic designers
Graphic artists print with high-end applications:
•
Adobe Photoshop and InDesign
•
Macintosh
−
Cross compatibility is a key feature in printer selection.
Requirements:
•
Professional quality
•
Greater media flexibility
•
Professional color workflows

Technical users
Technical users print technical documents, such as drawings:
•
AutoCAD
•
Microsoft Visio
Requirements:
•
Architects/network engineers produce large format technical drawings.
•
Color is essential to preserve clarity and intent.

How to sell color
•
Be prepared to dispel myths about using color.
•
Know the latest technology in color printing.
•
Assure your clients that HP technologies are available to make color printing easy, affordable, and reliable.
•
HP color printing is designed for WYSIWYG; no worry about getting it right.

Advantages of color for the reseller
•
Higher margins
•
More opportunity to sell higher-priced devices
•
More opportunity to sell supplies
•
More opportunity to sell services

In-house marketing
•
Produce smaller quantities and a lower cost.
•
Produce dynamic information with no wait time.
•
Print what you want when you want it.

Review: chapter 2
•
Color is necessary to be competitive in today’s market.
•
Color should be used with consideration for meaning and clarity.
•
Color models create color consistency.
•
The office color market has varying needs.
•
Color printing is easy, affordable, and reliable.
•
The reseller has incentives for selling color.
•
In-house marketing has advantages.

Chapter 3: Multifunction printers

Chapter objectives
•
Summarize the differences between the traditional copier sales model and the printer/MFP sales model.
•
Restate the benefits of using printer-centric HP MFPs versus copier-centric devices in the business environment.
•
Explain the value proposition of HP LaserJet MFPs.

The HP multifunction printer
•
Combines the functionality of a variety of devices into one space-saving device
•
Provides enhanced workflows and security for the imaging and printing environment
•
Important devices for digital document management

Copy-centric versus printer-centric
•
Sales are based on cost per page.
•
Cost is the same regardless of usage unless you exceed the limit.
•
Document is printed on a printer and then copies are made on the copy device.
•
Finishing capabilities, such as hole punching, stapling, collating, etc., are available.
•
Eliminates steps in document workflow
•
Consolidates devices
•
All copies are originals
•
Finishing capabilities
Copy-centric
Printer-centric

Selling HP MFPs
•
Competition is the networked copier.
•
HP MFP contracts are transparent – no hidden fees.
•
HP MFPs are sold based on the functionality the client needs.
•
HP’s goal is to avoid underselling or overselling the client.

Deployment of MFPs
•
Balance deployment between single-function printers and MFPs.
•
Find a combination of devices that is able to handle the workflow efficiently while optimizing the imaging and printing environment.

Review: chapter 3
•
An HP MFP combines the functionality of a variety of devices into one device.
•
HP MFPs can reduce costs and save floor space.
•
The primary competition with the HP MFP is the network copier.
•
A combination of HP MFP and HP single function printers is the best deployment of devices to make the workflow efficient.

Chapter 4: The HP imaging and printing advantage

Chapter objectives
•
Articulate why HP is the market leader in technology innovation.
•
Summarize the HP imaging and printing products value proposition.
•
Explain the importance of real-world performance.
•
Discuss the importance of genuine HP supplies.
•
Locate HP imaging and printing resources online.
•
Explain why HP is the channel partner of choice.

HP industry leadership
•
HP leads the market against substantial competitors:
−
Canon, Epson, Xerox, Lexmark, Ricoh, Samsung, Brother, Dell
•
Yet, the HP imaging and printing business continues to grow.
•
All segments of customers continue to choose HP over competitors – why?
•
Why HP?
−
Technology? Marketing? Price? Product?

HP history
Over 80 years of innovation:
•
Testing and measurement devices
•
Electronic equipment for the military
•
Desktop calculators
•
Digital computers
•
First laptop computer
•
2008: The 20th anniversary of the HP Deskjet
•
2009: The 25th anniversary of the HP LaserJet
•
2012: New innovations in printing technology:
−
HP PageWide technology in HP Officejet Pro X

HP imaging and printing value proposition
Reliability:
•
Proven design
•
Rigorous testing
Reliability
Simplicity
Real-world performance
Superior output
Affordability
Quality
Complete product
Simplicity:
•
Out-of-the-box set up
•
Fewer steps to complete the process
•
HP Universal Print Driver
•
HP Web Jetadmin
Real-world performance:
•
Instant-on fuser technology
•
Intelligent calibration
•
Efficient processing of complex files
Superior output:
•
Image Ret
•
FastRes 1200

Legendary HP reliability
•
Proven design
•
Rigorous testing
•
Low maintenance
•
Integrated HP supplies
•
Scalable service and support offerings
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product

HP simplicity
•
Easy to set up, use, and manage
•
Smart install drivers and software (desktop devices):
−
The printer drivers and other software are included in the printer itself for easy installation.
•
Industry-leading maintenance tools:
−
HP Jetdirect networking
•
Latest technology: USB wireless
−
HP Universal Print Driver
−
HP Embedded Web Server
−
HP Web Jetadmin
•
Latest technology: industry standard page counting
−
HP SureSupply
−
HP Instant Support
−
HP Color Access Control
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product
•
Common user interface:
−
Intuitive control panels and printing software
•
Intelligent integrated supplies
•
Long-life consumables
•
Fewer replacement parts

Real-world performance – laser & ink
•
Efficient design
•
Instant-on technology
•
Intelligent calibration
•
Laser modulation
•
HP FastRes 1200
•
HP ImageREt
•
Scalable print technology
•
HP PageWide technology
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product

•
Data sheets fail to tell the real performance story.
•
The sales process often becomes a comparison of specifications that have little meaning in a customer’s environment.
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product

HP best print quality
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product
HP Color LaserJet CP2025
Brother HL-4040CN/4070CDW
Dell 2130cn
Lexmark C540N/C543DN/C544N
Samsung CLP-610ND/CLP-660ND

Superior HP color LaserJet output
•
HP color tables
•
HP ImageREt
•
HP ColorSphere toner
•
HP laser modulation
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product

Superior HP color LaserJet output
•
HP consistently outperforms the competition in print quality comparisons.
Reliability
Simplicity
Superior output
Affordability
Quality
Complete product

HP color LaserJet technologies
HP instant-on fuser
HP transmit once/RIP once
HP universal color tables
HP laser modulation
HP ImageREt
HP FastRes 1200
HP ColorSphere print cartridges
HP scalable print technology

HP monochrome LaserJet printers
HP instant-on fuser
HP transmit once/ RIP once
HP laser modulation
HP REt
HP Fast Res

HP ink printers
HP PhotoREt IV
HP FastRes 1200
HP Vivera Inks
HP scalable print technology

HP instant-on fuser
Conventional fuser technology
HP instant-on fuser
Longer warm-up time,
more power required, more noise,
more space required
1/4 warm-up time,
reduced power consumption, reduced fan noise, smaller fuser

Comparing fusing technologies
Traditional fuser technology
HP instant-on fuser technology
•Less waiting time
•Less noise
•Less energy wasted
time
Energy
pre-heating ~ 45–60 sec.
printing
Powersave mode after 30 min to ~ hours
Powersave- mode
post-heating ~ 45–60 sec.
pre-heating ~8-10 sec.
printing
Energy
Powersave mode
NO post-heating
time
Data

Consume less power with HP LaserJet printers
0
100
200
300
400
500
600
HP
LaserJet
Pro
P1606dn
Brother HP
2270
Samsung
ML 2240
HP
LaserJet
P2055dn
Lexmark
E360dn
HP
LaserJet
Enterprise
600
M602dn
Samsung
ML 5510
ND
Xerox
Phaser
4600
HP
LaserJet
Pro
M1536dnf
MFP
Samsung
SCX 4828
RN
HP
LaserJet
M2727nf
MFP
Xerox
Phaser
3300
Dell
2335dn
HP
LaserJet
Enterprise
M4555f
MFP
Samsung
SCX 6555
N
Lexmark
X654de
146
kWh
381
kWh
* HP printer results are based on internal HP testing using the ENERGY STAR® program’s Typical Electricity Consumption (TEC) methodology. Competitive printer data was collected at www.energystar.gov in December 2010. All data is based on 115V and extended to 1 year. Individual product configurations and usage will affect power consumption.
41
kWh
73
kWh
76%
more
93
kWh
125%
more
114
kWh
190
kWh
156
kWh
36%
more
375
kWh
97%
more
401
kWh
111%
more
172
kWh
154%
more
203
kWh
39%
more
245
kWh
67%
more
469
kWh
23%
more
522
kWh
37%
more
67
kWh

0
100
200
300
400
500
600
HP LaserJet
M2727nf MFP
Xerox Phaser
3300
Dell 2335dn
HP LaserJet
Enterprise
M4555f MFP
Samsung SCX-
6555dn
Lexmark
X654de
HP Color
LaserJet
CM3530 MFP
Konica Minolta
bizhub C35
Lexmark
X738de
HP Color
LaserJet
Enterprise
CM4540f MFP
Sharp MX-
C401
Xerox
WorkCenter
6400/X
Consume less power with HP LaserJet MFPs
* HP printer results are based on internal HP testing using the ENERGY STAR® program’s Typical Electricity Consumption (TEC) methodology. Competitive printer data was collected at www.energystar.gov in December 2010. All data is based on 115V and extended to 1 year. Individual product configurations and usage will affect power consumption.
146
kWh
203
kWh
245
kWh
307
kWh
339
kWh
370
kWh
381
kWh
469
kWh
522
kWh
417
kWh
490
kWh
495
kWh
39%
more
67%
more
10%
more
20%
more
23%
more
37%
more
17%
more
18%
more

HP LaserJet Enterprise 600 M602dn Printer
HP instant-on fuser technology performance
First page out after 60 minutes in energy save mode
26 sec
Kyocera FS4020 DN
Lexmark T652dn
33.5 sec
27.5 sec
Dell 5330dn
20
25
30
35
14.5 sec

HP universal color tables
Problem: Different types of objects are converted in the same way rather than according to specific characteristics.
Solution: Universal color tables analyze each page, tag each object by type, and determine optimal settings.
•Text (A)
•Graphics (B)
•Photographs (C)

HP laser modulation
•
600-dpi modulated (HP ImageRet)
•
1 data object
•
Faster and simpler
Desired color
•
1,200-dpi binary
•
4 data objects
•
Processor heavy and slow

HP ImageREt
High quality
ImageREt 2400
Professional quality
ImageREt 3600
Commercial quality
ImageREt 4800

HP inkjet printers: PhotoREt technologies
Three-color system:
•
29 drops/dot
•
17 levels of shades/primary
•
3,500 directly printable colors
Six-color system:
•
32 drops/dot
•
289 levels of shade/primary
•
1.2 million directly printable colors
Eight-color system:
32 drops/dot
•
4097 levels of shade/primary
•
72.9 million directly printable colors

HP PhotoREt color layering technology
High print quality, smaller file size, faster printing:
•
Double the DPI, and automatically quadruple the data/file size.
•
High dpi reduces print speed and increases network traffic.
600 dpi grid
HP PhotoREt printing
1
2
3
1
2
7
8
3
4
9
10
5
6
11
12
1200 DPI grid binary printing

HP resolution enhancement technology
•
Halftoning
ProRes1200
FastRes1200

HP FastRes 1200
•
Print high-quality text and images without the performance sacrifices associated with 1200-dpi printing.
•
Print finer details, sharper images, and better gray scales.

Automatic color density calibration and media sensing
•
Calibration is the adjustment or modification of a device’s behavior to perform optimally.
•
Concerning color management: the reason for calibrating devices is to make the device behave consistently.
•
The three possible goals of calibration:
−
Stability
−
Optimization
−
Simulation
ETB
Measured color
detection pattern
Standard color
detection pattern
Color registration
detection unit
(Color density detection unit)

Automatic closed-loop color calibration
•
Get the most accurate color reproduction from the printing system.
Input OD
Output OD
0% 25% 50% 75% 100%
C, M, Y, or K
1
0,5
0

HP ColorSphere toner for the best quality image
Non chemically
grown toner
HP chemically
grown toner

Structure of HP ColorSphere toner
•
HP toner structure consists of proprietary technologies.
Wax core: Molecular design Heat performance design
Pigment: Color design Dispersion technology
Internal additives: Charging technology Molecular design
Resin: Molecular design Heat performance design
External additive: Surface treatment
Wax nucleus
Polymer shell

HP Vivera inks
•
Carefully engineered to work with the hardware, firmware, and printing software
•
Pigment-based or dye-based
•
Fade-resistant and water-resistant when used with appropriate HP media

HP Scalable printing technology
•
Printhead components fabricated as a single unit
•
Precise alignment of the ink chamber, nozzles, and heat element
•
Scalable to be implemented in all types of printing and MFP devices

Breakthrough ink technology
Correct order face- down output
Main Tray
MP tray
Internal duplex
Page wide print zone with between page servicing features
Printbar diagnostic system for nozzle reliability
Dryer-free, fixer- free system
Monolithic 4-color page-wide writing system
Easy to replace supplies Water fast pigment inks
Monolithic print bar and lift system

Color summary
Color is now the expected norm for business communications.
HP color technologies address many aspects of color printing:
•
Consistent colors
•
Fast printing
•
Superior quality
•
Specially-designed toner and inks

Monochrome printing
•
Cornerstone of business printing environment
•
Leverages technological breakthroughs developed for color printing
•
More grayscale tones through HP FastRes technology

HP Jetdirect network connectivity
•
Makes network printing possible
•
Provides unparalleled security:
−
IPsec mutual authentication
−
SNMPv3 secure management communications
•
Variety of connectivity capabilities:
−
External USB
−
Internal (wireless)
−
NFC and Wireless Direct

HP LaserJet supplies technologies and benefits
Cartridge authentication
Auto dam removal
•
Customers know when they have installed a genuine HP cartridge.
•
When a new cartridge is installed, the toner seal is automatically removed.
•
The cartridge automatically adjusts the drum’s charge to apply toner particles consistently over the life of the cartridge.
Electro photographic adjustments
No-shake cartridge
Remove access to printer status
•
Improved toner stirring redistributes toner in the cartridge ensuring consistent print quality to the last page.
•
Proactively sends alert messages to designated recipients when supplies reach a certain level.
Predictable supply levels
•
Real-time data on toner and paper levels
•
Usage data stored on cartridge
•
Pages remaining data

HP ColorSphere cartridges
•
70% of the imaging system is contained within the cartridge.
•
When you replace the cartridge with genuine HP supplies, you are replacing the imaging system to assure superior quality printouts.
•
HP cartridges automatically adjust the imaging drum’s charge to consistently apply toner particles over the life of the cartridge.
•
HP cartridges send pro-active alerts when supplies reach a certain level.
•
Remanufactured cartridges can cause maintenance problems with the imaging drum and other internal parts.

HP Deskjet supplies
•
HP inks are carefully engineered to work with HP hardware, firmware, and printing software.
•
Each ink cartridge contains an integrated circuit that precisely routes signals to the correct nozzles.
•
Each ink cartridge contains over 500 nozzles.
•
HP inks do not clog nozzles or cause wear and tear on the printer’s internal parts.
•
HP inks last longer than remanufactured cartridges do, and they consistently produce excellent print quality.
•
Remanufactured cartridges increase the amount of waste due to unusable pages.

HP paper
•
The choice of paper affects the results of printing.
•
Ink dries up to three times faster on HP ColorLok papers reducing the risk of smears.
•
Specialty papers provide an affordable way to produce targeted documents for in-house publishing.

HP ColorLok papers
•
HP ColorLok Papers are smoother.
•
Roughness causes wear and tear on the internal parts of the printer and effects the quality of the print on the page.
•
Compare the smoothness of regular paper filler (left) and ColorLok paper particles (right).

Page Description Languages (PDL)
•
Collection of commands used to describe the layout of a printed page
•
Necessary to convert data from the host computer to a language that the printer can understand

HP Printer Control Language (PCL)
•
HP PDLs are called PCL. HP print driver names identify which PCL they use.
•
All HP LaserJet printers implement PCL.
•
HP PCL has the ability to ignore unsupported commands without causing the printer or host computer to crash.
•
HP PCL processes up to five times faster than Postscript does in most cases with simple text and graphics.
•
Costumers who print large quantities of graphics might require Postscript Emulation, which supports specialized applications and optimized printer performance.

HP – partner of choice
•
A strong, viable partner
•
Long history of channel leadership
•
Innovative channel programs
•
Long-term R&D investments for future growth
•
The most recognized brand
•
A huge installed base
•
Award-winning service and support
•
Environmental leadership

Review: Chapter 4
•
HP has a long history of innovation.
•
The four value propositions of HP products:
−
Reliability
−
Simplicity
−
−
Superior quality
•
HP LaserJet and Designjet technologies are the leaders in the industry.
•
HP Officejet Pro products are now more business-friendly than ever.
•
HP smart printing supplies are an integral part of HP printing.
•
HP supports its channel partners with a variety of resources.

Chapter 5: Selling imaging and printing services

Chapter objectives
•
Identify cross-sell and up-sell opportunities, and learn how to take advantage of these opportunities.
•
Evaluate the benefits and methods of cross-selling and up-selling.
•
Specify how add-on HP services can increase margins and retain customers.

Worldwide street price decline
Cost structure and business value pressure
Color single-function
Mono single-function
Multifunction
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
2006
2007
2008
2009
2010
2011
Key business drivers
•
Business shifting to the low end
•
Business shifting to color, AIO/MFP
•
Cross-sell/up-sell critical to increasing revenue and margin

A transactional or consultative approach
Meeting customer needs
Transactional
Consultative
•
Short-term focus
•
Making sales is the primary focus (volume)
•
Interaction between seller and buyer is competitive
•
Salesperson is deal oriented
•
Key driver: the product
•
Long-term focus
•
Developing the relationship is primary focus (efficiency)
•
Interaction between seller and buyer is collaborative
•
Salesperson is customer oriented
•
Key driver: customer- perceived benefits

Cross-sell/up-sell to increase margins
Cross-sell by attaching profitable options:
•
Accessories
•
Services
•
Supplies
Up-sell to provide more capabilities:
•
Base product upgrade
•
Single-function monochrome sale upgrade to an MFP or a color device

Cross-sell opportunities
•
You are the contact person for re-ordering supplies and addressing service issues.
•
Use cross-sell opportunities to develop a trusted advisor relationship with your clients.

Tips and tricks
Making $$ by attaching accessories
•
Make sure you can explain recommended hardware accessories, connectivity, supplies, and services available for the HP printers.
•
Visit your customer to understand how they produce documents, and look for opportunities to improve their processes.
•
Make sure you understand the financial benefits of selling bundles.
•
Keep the customer’s best interest in mind.
•
Leverage HP programs and promotions.
•
List or display recommended hardware accessories, connectivity, supplies, and services in your marketing collateral and sales vehicles.

Making $$ by attaching accessories
Model
Price
5% margin
Upgrade
Upgrade price
13% margin
Total profit
HP LaserJet Enterprise 600 M601n (Mono)
$699
$35
500 sheet tray
$249
$32
$77
HP LaserJet Enterprise 500 Color M515n
$699
$35
500 sheet tray
$319
$41
$76
HP LaserJet 4525n Color
$1,349
$67
500 sheet tray
$319
$41
$108
HP LaserJet Enterprise 600 M603n (Mono)
$1,419
$71
1500 sheet high- capacity tray
$499
$65
$136
HP LaserJet Enterprise CM4540 MFP
$3,799
$190
Jetdirect 635n
$450
$62
$252

Making $$ by attaching support services
•
It leads to repeat business.
•
Those who purchase service packs are most likely to return to that seller for additional products.
•
Revenues and margin increase.
•
Each Care Pack sold increases top line orders by an average of 25% to 30%.
•
On average, attaching a Care Pack at the point of sale doubles your net profit.
•
Care Packs create an annuity business and increase account control for you.

Supplies sales tips
Change the perception.
Become an advisor.
HP LaserJet cartridges:
•
Responsible for 70% of the printer’s imaging system
•
Important for a long-life printer operation and trouble- free printing
•
Self-contained for easy and clean replacement
•
Warranted for cartridge life until toner is depleted
•
Environmentally friendly: HP cartridge return and recycling program – HP planet partners

Up-sell opportunities
•
Know your clients’ needs.
•
Up-sell from monochrome to color.
•
Up-sell from basic model printers to networkable printers with hard drives.
•
Up-sell from color printers to MFPs.
•
Find the devices that best suit your clients’ document workflows.
Good
Better

Review: chapter five
•
Contractual sales increase your margin over transactional sales.
•
Cross-selling and Up-selling can increase your margin.
•
Maintain control of your accounts by being the contact person for service and supplies.
•
Use the HP My Sales Guide to assist in creating professional presentations for you clients.

Chapter 6: Helping customers succeed

Chapter objectives
•
Describe the daily challenges business owners face.
•
Understand your customer base and their readiness for change.
•
Determine how your imaging and printing expertise combined with HP technology can help customers to succeed.

Customer challenges
•
Stability, efficiency, and adaptability
•
Company value to investors – share prices
•
Market share, changes in customer base, quantity, and value of sales
•
Assets value – real estate, equipment, long-term investments – reduce fixed assets such as printers
•
Revenue, profit, growth, and future business investment
•
Cost control – reduce printing costs
•
Improve cash flows and utilization
•
Competition – technology trends and diversification
•
Managing the supply chain – simplify and reduce costs by single sourcing

Balancing present and future stability
Adaptability
Efficiency
HP
Stability
Document strategy

Identify potential customers
Look for opportunities to influence your customer’s bottom line:
•
Growth (revenue, employees, facilities, markets)
•
Change (competition/takeovers/new strategy, moves)
•
Concentration of knowledge (workers/white-collar workers)
•
Information broker (collect, modify, and distribute information)

Customer readiness for change
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Technology
enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Time
Volume

Be a problem solver
Address your customer’s concerns:
•
Aging devices that might need to be replaced
•
Inefficient work processes that require change
•
Storage of the key documents the business relies upon
•
Help to use their technology to gain full benefits

Ask, look, listen, and learn
Help the customer assess their environment:
•
Five key question topics:
−
What are your most valuable documents?
−
How do you produce these documents?
−
What else do you print?
−
How many devices are shared and by how many users?
−
What is the scope of this project?

Ask the right questions
Uncover business issues
Explore the impact on business
Visualize solutions that will minimize impact
Open questions
What tasks take up your teams time?
How do you print your letterhead/business cards/marketing collaterals?
Who else is affected by these issues, and how?
How do you measure success?
What document capabilities would improve your operation?
Control questions
Is it because of a lack of resources?
Can you pinpoint one business concern to address?
Are these document issues causing problems in other areas?
Is … department also concerned about this?
What if there is a way for you to … would that help?
What if you could also …?
Confirming questions
Are these your most time- consuming tasks?
Is this your number one print issue to resolve?
I understand this issue is costing you money and causing customer
If you had the ability to … could you improve your company bottom line?
May I suggest a few ideas?

Review: Chapter Six
•
Understand the challenges businesses face.
•
Understand your clients’ willingness to change.
•
Ask the right questions to find the right solutions for your clients.
•
Create a balanced portfolio of imaging and printing devices

Chapter 7: Horizontal and vertical markets & solutions

Chapter objectives
•
Identify key target markets for horizontal and vertical printing solutions.
•
Identify entry-level document management strategies.
•
Demonstrate understanding of simple ways to create vertical solutions.

Horizontal and vertical solutions
Horizontal:
Imaging and printing features and solutions from which any business or industry can benefit
Vertical:
Imaging and printing solutions that uniquely fulfill specific requirements of a specific business or industry

Simple vertical solutions
It can be simple:
•
An extra paper tray or a specialty tray
•
A finishing device
•
Special media, such as labels or cardstock
•
A third-party software solution that enables functionality
Do you have any examples to share?

Attributes of vertical SMB solutions
•
Fast Return on Investment (ROI)
•
Clear, identifiable benefits
•
Meet a specific need (horizontal or vertical)
The bottom line:
•
SMBs need simple, affordable, and useful solutions.
•
Do not make it overly complicated.

Review: Chapter 7
•
Use your knowledge of document workflow to develop solutions for your clients.
•
Horizontal market products can meet a variety of needs for a variety of industries.
•
Vertical market products meet the unique needs of specific industries.
•
Vertical market solutions are simple.

Chapter 8: The green initiative

Chapter objectives
•
Apply HP Eco Solutions to help your clients become green.
•
Examine HP technologies that reduce energy consumption and use of hazardous materials.
•
Examine HP’s internal implementations of resource conservation.
•
Explain the HP recycling program, and learn how it can benefit your clients.

HP’s role as a global citizen
Green Giant rating by Fortune 500
Ranked as one of the most sustainable corporations in the world by The Global 100
Provides leadership:
•
Design initiatives
•
Energy reduction devices
•
Recycling programs

Selling green with HP
•
Most requests for proposals (RFPs) require green initiatives.
•
HP empowers companies to meet their green initiatives through the HP Design for the Environment Program.
•
Present solutions that meet your client’s green initiatives with HP Imaging and Printing Products.

Design for the Environment (DFE)
Priorities in design:
•
Energy efficiency:
−
Instant-On Fuser technology
−
Auto on/Auto off
−
Blue Angel
−
Energy Star
•
Materials innovation:
−
No PVC (except cords)
−
Cartridge materials are fully recycled
•
Design for recyclability:
−
HP products do not go to landfills
−
Planet Partners
−
HP helps customers dispose of old obsolete equipment correctly

Creating EcoSolutions for your clients
•
Evaluate your client’s carbon footprint using the HP Carbon Footprint Calculator: http://www.hp.com/large/ipg/ecological-printing-solutions/carbon-footprint-calc.html
•
Optimize your client’s infrastructure using Energy Star® or Blue Angel certified HP imaging and printing products.
•
Control access to printers.
•
Encourage use of duplex printing.
•
Streamline document-intensive processes.

Energy conservation
•
HP Instant-on Fuser Technology saves 50% of the energy of traditional fusers.
•
HP toner is low temperature melt, which decreases the amount of energy required to fuse it to the paper.
•
Auto on/Auto off conserves energy even more by turning devices in a <1watt sleep mode when not in use (saves even more over sleep mode).
•
HP Web Jetadmin provides management of fleet by configuring sleep modes on weekends and evenings.

Review: Chapter 8
•
HP is a global leader in environmental stewardship.
•
HP provides customers with technology solutions to meet their green initiatives.
•
HP designs products for energy efficiency, materials innovation, and recyclability.
•
HP has programs to recycle print cartridges and outdated devices.
•
HP holds supply chain members to the same rigorous standards two which it holds itself.

Conclusion

Course summary
•
The HP three-tiered imaging and printing strategy
•
Importance of business documents
•
Use of color
•
HP’s innovative history
•
Why HP is the channel partner of choice
•
HP’s cutting-edge technology
•
Cross-selling and up-selling
•
Determining your clients’ readiness for change
•
Basic document management
•
How optimizing the printing environment can help businesses succeed
•
Identifying vertical market solutions
•
Complying with green initiatives

1.1 hp imaging and printing sales fundamentals

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1.1 hp imaging and printing sales fundamentals