Contributed by DLL
Ryan Wheeler, National Sales Manager – Workplace Solutions, DLL
For the past several years, the office technology industry has been focused on expanding beyond print.
Today, most dealers have already made that move.
We’re seeing a continued shift from selling standalone hardware to delivering comprehensive technology solutions. Managed print services are increasingly being combined with managed IT, cybersecurity, cloud solutions, unified communications, collaboration technologies, and workflow automation. What was once a device conversation has become a much broader discussion about helping customers manage and optimize their technology environments.
As a result, the question is no longer whether dealers should offer these services.
It’s how they position them.
A Shift in Perspective
For years, our industry has become accustomed to leading with technology. We talk about devices, software, platforms, features, and capabilities. Those conversations still matter, but they’re rarely the reason customers invest.
Customers invest because they’re trying to solve a business challenge — stronger security, more productivity, predictable costs, the list goes on. They want stronger security.
The technology plays an important role, but the outcome is what creates value.
That’s why some of the most successful dealers are changing the way they approach customer conversations. Rather than beginning with the solution itself, they’re starting with the business objective. They’re focusing on the challenge the customer is trying to solve and then aligning technology to support that goal.
It’s a subtle shift, but an important one.
The Rise of the Workplace Solution
This outcome-first approach is one of the reasons we’re seeing dealers package more technologies together under a single offering.
Customers increasingly want one trusted provider that can simplify vendor management, improve productivity, and support broader business initiatives. They want technology that works together, and they want a partner that can help them navigate an increasingly complex workplace environment.
That’s creating a shift in how dealers are positioning themselves.
The goal is no longer to be viewed simply as a copier or printer provider. The opportunity is to become a strategic technology partner.
For many dealers, that means bringing together managed print, IT services, cybersecurity, cloud solutions, workflow automation, and collaboration tools into a unified workplace technology strategy. Rather than solving one problem at a time, they’re helping customers address multiple challenges through a single relationship.
The conversation becomes less about products and more about outcomes.
The Growing Importance of Recurring Revenue
Another trend accompanying this evolution is the continued move toward recurring revenue models. As customers consume technology differently, dealers are adapting the way they deliver and package solutions.
Increasingly, we’re seeing hardware, software, services, support, and monitoring brought together into predictable monthly agreements. Customers appreciate the simplicity and budget predictability, while dealers benefit from stronger customer retention and more consistent revenue streams.
These models also help reinforce a long-term partnership approach. Instead of engaging with customers only when a device needs to be replaced, dealers remain actively involved in supporting and optimizing the customer’s broader technology environment.
That’s a very different relationship than the industry has traditionally had.
Why Financing Matters
As workplace technology solutions become more comprehensive, financing becomes an increasingly important part of the conversation.
A solution today may include equipment, software, implementation services, managed IT support, cybersecurity monitoring, workflow tools, and ongoing maintenance. Bringing those elements together creates tremendous value, but it can also create complexity if customers are forced to evaluate each component separately.
For dealers, financing helps shift the discussion from purchase price to business impact. Instead of focusing on what each individual component costs, the conversation can focus on the value the solution delivers and the outcomes it helps achieve. It can also support larger opportunities, strengthen recurring revenue strategies, and create longer-term customer relationships built around the entire technology environment rather than a single piece of equipment.
Looking Ahead
The office technology channel will continue to evolve. New technologies will emerge, customer expectations will change, and workplace environments will become increasingly connected. While customers may purchase managed IT services, cybersecurity, workflow automation, cloud solutions, or print technology, that’s not what they’re ultimately buying. They’re buying a better way to run their business.
About the author
Ryan Wheeler is the U.S. National Sales Manager for workplace financing solutions at DLL. He works with office technology dealers across the country to develop financing strategies that support workplace technology, managed services, software, and recurring revenue solutions. Ryan brings experience across asset management, sales, and leadership, helping partners align technology investments with business outcomes.
