One of the genuine pleasures of conducting this year’s dealer tour has been meeting with people who were in the business when I attended my first NOMDA convention in 1973 in New Orleans. At that time, dealers were focused on selling typewriters and dictation equipment, while some were also selling office furniture and office supplies. A few had broadened their opportunities by carrying copiers manufactured by companies such as APECO, AB Dick, SCM, Saxon, Royal, 3M, and others. This was the genesis of the independent dealer within the copier industry.
As we’ve been visiting legacy dealerships such as Les Olson, Gordon Flesch, and most recently, Edwards Business Systems, we’ve been transported back to those dealerships’ beginnings all those years ago. It has been more than a learning experience for us, particularly for CJ who has had the honor of meeting some of our industry’s earliest trailblazers.
It is hard to describe, but every one of the dealers we have visited has rolled out the red carpet and warmly welcomed us into their businesses and even their homes. When we contacted Ray Fuentes of Edwards Business Machines about visiting his Pennsylvania-based dealership, he put together an itinerary that was part business and a lot of fun. In addition, the invitation was for the entire Cannata family, which Carol appreciated immensely.
Edwards Business Systems is primarily located in the Lehigh Valley area of Eastern Pennsylvania. The company has spread out quite a bit and today has 11 locations in Pennsylvania and Virginia. Edwards Business Systems has no intention of stopping there. The company was founded in 1954 in West Reading, Pennsylvania, and has grown from selling and servicing typewriters and adding machines to serving as one of the largest independent office equipment companies in North America.
Edwards Business Systems has kept a keen eye set on growth through acquisition. In 1993, the company acquired Virginia Copiers, now known as Virginia Business Systems. Edwards Business System’s most recent acquisitions include The Tamblyn Co. in the Scranton/Wilkes Barre area and Image Tec of Roanoke, Virginia. These two purchases have expanded the company’s footprint to 11 different locations. Collectively, the 11 Edwards locations provide service and support from the SMB space to the enterprise in Eastern Pennsylvania and Central Virginia. The dealership represents Konica Minolta, Xerox, and Lexmark, encompassing A3 and A4 MFPs to production print.
A Memorable Visit
During the first day of our visit we spent the better part of three hours in the Edwards conference room, located in the company’s City Line Road location in Bethlehem, Pennsylvania. Our host was Ray Fuentes, president of Edwards, who was joined by Jim Dotter, president of Virginia Business Systems and CEO Jim Edwards, son of the company’s founder. While the conversation was off the record, I can say that both CJ and I learned quite a bit about what this company thinks and feels about various aspects of our industry.
Even though Jim Edwards told us, “I don’t give advice,” he still had plenty of wisdom to share as did Ray and Jim Dotter. We learned that there doesn’t seem to be any single secret to the company’s success. All the changes that have taken place in the industry and continue to take place, have made it challenging for many dealerships, including Edwards Business Systems to make definitive plans for the future. Reflecting on what we learned and saw during our visit, the company’s success is the result of having a nimble organization that is prepared to respond to market changes and adapt quickly. It’s a formula not all that unfamiliar to many other independent dealerships.
We also walked away with the impression that this is a dealership that understands its strengths, its customers, which markets to target effectively, and the value of hiring the right people and letting them do their jobs.
Our discussion was followed up by a tour of the facility, led by Jim Edwards, who took great delight in sharing with us that he was aware of everything that goes on in the business that bears his family name. The West Reading location is the corporate center where the financial side of the business is based. The City Line Road location is the hub in Pennsylvania, while Richmond is central to the five Virginia locations. It is apparent that the company’s operations are truly a team effort, and the collaborative spirit was readily apparent throughout our visit.
After the meeting and tour, we enjoyed dinner at an elegant restaurant and continued our pleasant conversation, which turned more toward family. Ray specifically had invited us to visit at this time of year, as this is when MusikFest in Bethlehem is held. The next day we were invited to Jim Edwards’s home for cocktails before going to MusiKFest as guests of Edwards Business Systems.
There, we attended a dinner hosted by Edwards for its customers and employees, and then we had the great pleasure of seeing Santana perform. He put on quite a show and it was a fitting end to our visit with Edwards Business Systems.
Frankly Speaking
It is hard to express exactly how I feel about the kindness extended toward my family and myself by each of the dealers we have visited. When I started my own publishing business in January 1979, I hitched my star to the independent dealer. I was determined that this was one of the best distribution networks in the United States and if I was smart, I would truly come not only to know the dealers, but also to fully understand their business model. It was the best decision I ever made in my life.
As we progress through our dealer tour, my main goal has been to introduce CJ to some of the people who are central to our business and who are the core foundation of our own successful business. From Little Rock, Arkansas, to Bethlehem, Pennsylvania, our dealer tour of the U.S. continues. Next up is E. Johnson in Wausau, Wisconsin, followed by a visit to an old friend, Bryan Ammons of Standard Office in Duluth, Georgia. We will continue the tour through April 2018 and conclude it with a trip to Japan and a visit with Canon, Konica Minolta, Kyocera, Sharp, and Toshiba in May of 2018.
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