It’s time for office technology dealers to embrace new products, services, and solutions to meet the demands of an evolving market.
Back in the day, a copier was just a copier, and you went out to sell it. However, today’s successful dealerships bear little resemblance to their predecessors, having evolved into sophisticated technology providers that address complex business challenges across multiple sectors by way of diversification. This transformation resulted from careful strategic planning and a willingness to embrace change while maintaining the service-first mentality that built the industry. As financial advisors warn against putting all eggs in one basket, forward-thinking dealers are expanding their portfolios beyond traditional office equipment to create resilient, future-proof businesses.
The New Face of Print
Diversification in imaging starts with print itself. Although traditional office printing remains a cornerstone, successful dealers are exploring specialized printing segments that open doors to new markets. Production printing, for instance, serves commercial printers and in-plant operations with high-volume digital presses and automated workflow solutions. These environments demand equipment and expertise in color management, paper handling, and complex finishing operations.
The label and packaging segment continues to grow, driven by industries from food service to pharmaceuticals. With the rise of small-batch manufacturing and personalized products, digital label printing offers opportunities for dealers to serve both traditional manufacturers and emerging craft producers.
Wide-format printing serves architectural firms, advertisers, and retail establishments requiring large-scale graphics and signage. This market has evolved beyond basic banners and posters to include sophisticated applications like vehicle wraps, architectural renderings, and interior décor. Successful dealers in this space frequently develop expertise in specific applications, becoming trusted advisors to their clients rather than just equipment providers.
Software: The Hidden Opportunity
Hardware capabilities are just the beginning. Each printing segment requires sophisticated software solutions, creating opportunities for office technology dealers to develop workflow automation, web-to-print systems, and variable data printing expertise. These software capabilities can become as valuable as the hardware they support, generating recurring revenue through subscriptions and ongoing support.
Smart dealers also invest in integration expertise, helping customers connect their print infrastructure with enterprise resource planning (ERP) systems, customer relationship management (CRM) platforms, and accounting software. This integration capability positions dealers as critical technology partners rather than simple equipment vendors.
The Legacy Advantage
In an unexpected twist, some dealers find new opportunities by looking backward. As younger tech professionals chase the latest programming languages, critical business systems built on mainframes continue running major institutions. Banking, insurance, and healthcare organizations still rely on COBOL and Fortran programs to process millions of transactions daily. Dealers who maintain expertise in these legacy systems—or actively recruit experienced professionals who understand them—can bridge the gap between old and new technologies.
The mainframe environment presents unique challenges and opportunities. Many organizations struggle to maintain these systems as experienced staff retire, creating an opening for dealers who can provide both support and modernization services. This might include maintaining existing print workflows, developing middleware to connect legacy systems with modern applications, or helping organizations plan their eventual migration to newer platforms.
Scalable Diversification Strategies for Growth
For dealers considering diversification, a methodical approach that balances ambition with practical constraints is useful. Key strategies include:
- Starting with adjacent services that complement existing offerings
- Leveraging current customer relationships to test new solutions
- Investing in comprehensive staff training programs
- Partnering with specialized providers to quickly expand capabilities
- Focusing on creating recurring revenue streams
- Building expertise in specific vertical markets
- Developing metrics to measure success in new ventures
- Creating dedicated teams for new service lines
- Maintaining strong vendor relationships while expanding partnerships
The key is maintaining balance. Although diversification reduces risk, over-diversification can stretch resources too thin. Successful dealers choose new directions that align with their core competencies and customer needs. They also recognize that different markets may require different sales approaches, such as selling production print solutions, which frequently involves longer sales cycles and more stakeholders than traditional office equipment sales.
Building the Right Team
Diversification isn’t just about products and services, it’s about people. Successful dealers invest heavily in training and recruitment, looking for individuals with technical skills and business acumen.
Many dealers also are rethinking their organizational structure to support diversification. This might include creating specialized divisions for different market segments, establishing professional services teams, or developing new customer success roles to ensure client satisfaction with more complex solutions.
Looking Ahead
The imaging industry’s transformation shows no signs of slowing. Tomorrow’s successful dealers will likely offer an even broader range of services, potentially including:
- Comprehensive managed IT services
- Cybersecurity solutions
- Cloud service integration
- Artificial intelligence and machine learning applications
- Internet of Things (IoT) device management
- Sustainability consulting and solutions
- Digital workflow automation
- Document management and compliance services
- Business process optimization
- Remote workforce enablement solutions
The most successful dealers will view diversification not as a defensive strategy but as an opportunity to better serve their customers’ evolving needs. These dealers are writing the next chapter in the imaging industry’s story by thoughtfully expanding their capabilities while maintaining their commitment to service excellence.
The Path Forward
Diversification isn’t without risks, but the greater danger lies in standing still. As customer needs continue to evolve and technology reshapes the business landscape, dealers must adapt to remain relevant. The good news is that the fundamental strengths that built the industry—strong customer relationships, technical expertise, and a service-first mentality—provide a solid foundation for growth into new areas.
