How to Market Copy Machines

The worldwide demand for copy machines is massive, and continues to grow rapidly. This huge marketplace has created a high-volume sales opportunity for scores of manufacturers and copy machine distributors. In order for a company to sell copy machines successfully, they must create and implement a solid marketing strategy and plan. A good marketing plan will include a thorough analysis of anticipated market share, competition, pricing, promotion, distribution and sales strategy.

• 1

  Launch a regional market share survey test. This survey should address the following considerations: how many copy machine users are ready to buy or lease a machine immediately; how many users are considering a buy in the near future; are customers willing to consider a different model copy machine; and what make and model copy machine do they currently own or lease.

  You may create and implement the survey yourself or hire a marketing firm to conduct it for you.

  The results of the survey will determine whether your copiers are saleable within a certain geographic region and time period, who are the best potential customers for your copy machines and who your main competitors are.

• 2

  Focus on your competition. You will know who your competitors are from the survey results. Also, you will learn from the survey which of their copy machine models sell the most and how much they sell for. Determine if your copy machines are equal to theirs in quality and function. If your product matches or exceeds your competitors' in quality and function, and your prices are equal to or lower than your competitors', you are in position to begin promoting your machines to the marketplace.

• 3

  Promote your line of copy machines by advertising online. You should outsource a professional web developer or hire one to create a high-quality, state-of-the-art company website. On your website, provide free information about copy machines, emphasizing the unique features and benefits of your machines as opposed to your competitors. Also provide alluring product graphics, special promotion information and a customer/prospect contact form.

  Place your company's advertisement in local-area telephone books. For increased exposure, you may also want to place an ad in the local newspaper or create a radio or television commercial.

• 4

  Call on prospects and sell your copy machines. Start by retaining an inside and outside sales staff. The inside staff will begin by calling the companies that you surveyed earlier. Then they will cold-call local business office prospects to determine interest and attempt to set an appointment for a visit from one of your outside sales representatives. The outside sales rep will visit the prospects to give a product demonstration and sales pitch.