Since there’s no way to avoid 2026, what should office technology dealers be thinking about when looking out at the new year? Do you already have a written and spreadsheeted plan for 2026? If not, why? Even an educated approximation is better than no plan at all! Don’t forget the “how” part!
We learned from The Cannata Report’s 40th Annual Survey that many dealers see annual sales volumes below $16 million dollars. For some, that number is great. For others it can make significant growth and profitability challenging. For the smallest shops, a less-than-robust sales volume may make survival less than assured.
To learn more, we asked a single question to different size office technology dealers to hear what they had to say about the coming year. We asked the same question of equipment and software vendors to gain a broader perspective of practices and paths to success. We know AI, industrial-strength A4, managed IT, and managed print services (MPS) are going to be big factors in 2026, but what else might be coming at our industry? The one question we asked was, “What should dealers in the office technology space know or be thinking about going into 2026?”
We wanted their input because what others in our industry think and do is vital. How any of this info will play out in 2026 remains to be seen but going into a new year armed with multiple points of view is rarely harmful. Of course, apply any thoughts and ideas with your own common sense and experience as a business owner. Come this time next year, we’ll be looking forward to hearing how 2026 treated you.
Regardless of dealership size, any path to success is rarely all milk and cookies. Bear in mind that industry trends have a way of trickling down to local levels. This makes awareness of how the sands of our industry are shifting and what those shifts can mean for your dealership. Here’s what we heard.
Mike Marusic, President and CEO, Sharp Imaging and Information Company of America:
“Dealers in the office technology space should act with urgency to diversify their offerings, strengthen their partnerships, and invest in both people and processes. The market is rewarding those who adapt quickly, add meaningful value for customers, and take proactive steps to future-proof their businesses. By making strategic choices such as expanding product lines, improving operational efficiency, and building resilient teams, dealers can position themselves for long-term success and maintain a competitive edge, even as the industry continues to evolve.”
Troy Olson, Owner and CBDO at Les Olson IT, Salt Lake City, Utah:
“Dealers need to continue looking at diversification, that is, offering more than copy/print solutions. Some vendors have been excellent at offering products and services that go beyond copying and printing. Another thing to consider is the consolidation from A3 to A4. While this can result in businesses requiring fewer devices what is important is finding opportunities for adding new products and services that can help your dealership grow while satisfying customer needs.”
The Operative Word Is Diversify
The notion of diversification is akin to what direct mail and transactional mailers are saying. About sixty of these companies account for well over 10% of all the mail sent in the United States. They do a lot of printing. Although wedded to sending mail out, virtually all say recipients often respond to both direct and transactional mail electronically, not by mail or phone. Many recipients of bills and statements are now asking for both paper and electronic documents. So these mailers have to offer both. Similarly, office tech users have come to expect copiers and printers to have built-in faxing and cloud storage connections—you know, like many MFPs. Offering a more capable device makes diversification of services essentially seamless. Machines with fax and storage capabilities may cost slightly more but businesses see the added capabilities as advantages. It’s only a simple form of diversification beyond copy and print but it needs mentioning to the customer because it matters when customers know you are helping them do more.
More importantly, diversification includes ramping up managed IT capabilities or adding light production offerings that have finishing options. Some dealers have acquired firms with IT expertise, providing a foot in the door for customers who valued IT capability.
Also consider what you sell because printing is still important. We all know A4 machines are becoming faster and more robust, allowing customers to do more than they could a year ago. As a result, dealers offering faster, more capable and more reliable technology are well-positioned to succeed in a changing marketplace. This is the time to take advantage of the latest machines because they can make a difference in your customers’ businesses.
For Your Office Technology Consideration
We talk with and hear from dealers throughout the year. Some say they are thinking about being acquired or merging with another dealer. Factors to consider involve your team, your customers, your family, and much more. In the case of a merger or acquisition, the cultures of both firms can be critically important.
Those planning to continue as they are may still need to grow because business growth comes primarily from new customers. This is because existing customers may be limited in how much they are willing to spend on office tech. Some of them may go away. Weathering such changes requires more than sales and tightening one’s belt. If you aren’t already engaged in marketing activities, be sure to include them in your 2026 plan. Part of this may be ratcheting up efforts to provide what your customers tell you they need and can help you be better positioned to support them.
An essential part of this is learning more about your customers. So, ask questions. Understanding and meeting their needs can help bring in new lines of business. For example, some dealers have added or increased managed IT capabilities and/or partnered with other dealers to expand IT service offerings. Although managed IT can be complicated it’s not hard, but it does require some specialized expertise. This can be hired.
Irrespective of managed IT, learning more about customer needs can help you raise the value of your offerings. Increasing staff training can help prepare your team for addressing customer concerns. This may include augmenting online training or more practical hands-on time with experienced staffers. However, be aware that people on your teams probably learn differently so always ask what may help them be more effective.
Depending on your goals, needs, and plans any of these approaches may be good but be careful not to take on too much at once. Have a great 2026 and be sure to let us know how you’re doing.
