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Winter Break 2014 Educational Sessions

Winter Break Educational Sessions

Keynote Address
The Future for Dealers & Vendors in a Highly Connected Society
Mason Olds, vice president & general manager of sales, Business Imaging Solutions Group, Canon U.S.A. Inc.

Olds, Canon U.S.A.'s sales leader, will provide insight into what the future may hold for office technology vendors and dealers alike. Choices made today may determine the difference between success and failure in an environment characterized by potentially less print volume and eroding service margins. In this session, you will learn how vendors and dealers can work together to deliver the next generation of solutions that customers will value.

Olds oversees sales operations for the entire office equipment product line from Canon, including multifunction devices, color laser copier/MFPs, black-and-white copier/MFPs, fax machines, image capture solutions, printers, large-format devices and digital production presses. He joined Canon U.S.A. in 1990 as a copier salesman before becoming a manager in the Graphic Systems Division, where he was promoted to director and, eventually, general manager. In 2003, Olds was assigned to Canon Canada, where he served as senior vice president and general manager of the Imaging Systems Group. He returned to Canon U.S.A. in 2010 to assume his current role. Prior to joining Canon, Olds was a salesperson with the Eastman Kodak Co., working in and around New York City for more than six years. He began his career in the imaging business working for a small copier dealer in western Massachusetts.

Educational Sessions

Identifying Your Vertical Market Opportunities
David Ramos, director of channel strategy service, InfoTrends

The U.S. office document industry signaled an increased focus on paper-intensive industries in 2012, with many of the market-leading OEM suppliers and channel businesses aligning their organizations and go-to-market strategies to identify and address print, paper-intensive applications and workflows, respectively. This is a reflection of the mature state of the document output market. Growth in this industry requires taking market share from competitors. However, mature markets also mean entrenched competitors often have long-established distribution channels and relationships. As a result, taking share requires developing new ways to align strategy with new coverage models and to find new ways to segment the market in a meaningful way. In this session, Ramos will share InfoTrends' Vertical Market Opportunity Study findings to help dealers develop an understanding of the page volume opportunity, vertical industry, company size and device segment potential in their respective markets.

Ramos is the director of channel strategy service for InfoTrends. He is responsible for managing custom consulting projects, providing forecast analysis, developing market-sizing estimates and marketing channel strategy services to independent companies in the office equipment and IT services space. Prior to joining InfoTrends, Ramos held positions at IKON Office Solutions and Xerox.

Customer-Centered Engagement Model – A Key to Services Growth
Jim Heffernan, president, Insights53 LLC

Salespeople are traditionally trained on the selling process, but there is also the customer's buying process. This session will review how the misalignment between these two processes might be creating obstacles to the growth of your managed print and IT services businesses. As services become more complex, the ability to compete will require more focus on the effectiveness of customer interactions. This session will also look at key success factors for building a customer-centered model that will differentiate your salespeople from competition, advance opportunities and improve customer relationships.

With more than 30 years of industry experience, Heffernan was a Minolta and graphics dealer in Springfield, Mass., for 15 years before selling the business to Danka. He then served as a general manager for MPS at IKON before spending 12 years at Hewlett-Packard, where he first served as a regional MPS sales expert focused on enterprise-level health care and financial services companies. Heffernan later led national sales strategy and enablement for the direct sales force. In 2012, he launched Insights53, focused on sales enablement for technology dealers.

A's Hire A's, B's Hire C's
Ronelle Ingram, a hands-on working service professional with 40 years of experience, and Rock Janecek, division service manager, Burtronics Business Systems Inc.

How is your company dealing with the aging out of your Boomer employees? Have your Gen X and Y workers and middle managers been properly mentored and educated to be promoted into the senior positions once held by the retiring Boomers? Are your current iPhone, iPad and IT generation of employees ready to communicate using words, working eye-to-eye with others with diverse backgrounds? Can they successfully bridge the gap between sharing their life on Facebook to creating profitable business habits? Ingram and Janecek will share thought-provoking strategies to strengthen the power of your next generation of leaders and workers.

Ronelle Ingram is a hands-on working service professional from Irvine, Calif., with 40 years in the industry. She has served BTA for many years in many capacities: As an instructor at BTA-sponsored classes and trade shows, BTA's 2008-09 national president, former BTA West president, former BTA Southern California president, BTA Volunteer of the Year and BTA Trainer of the Year. Ingram currently serves on the ITEX Advisory Counsel and writes a monthly service management column in ENX Magazine.

Rock Janecek is the division service manager for Burtronics Business Systems Inc. located in San Bernardino, Calif. He has been in the office technology industry since 1980, when he started his career as a technician for Saxon Business Products. Janecek, who holds multiple CompTIA certifications, is a working service manager who understands the daily trials and tribulations of leading a profitable service department. He focuses on machine-specific repair, networking, employee management, customer retention and the importance of first-call completion. He served as BTA's national president during the 2010-11 year.
How to Turbocharge Your Sales Leadership
Steve Waterhouse, president, Predictive Results

This session will show managers how to dramatically increase sales without adding headcount. No matter what sales process you use, you will find that the top 25 percent of your salespeople out-perform the bottom 20 percent by up to 500 percent. Learn why this disparity exists and how you and your managers can close this expensive performance gap. You will learn: how managers can pick winning teams that double sales; how every manager can get the best out of each salesperson; and how to manage your manager to maximize total team results.

Waterhouse's career as a record-setting sales professional and sales manager makes him uniquely qualified to help companies dramatically improve sales and increase profits. As the semiconductor sales manager for Sprague Electric Co., he achieved record sales quotas in the Northeast and developed the most successful marketing campaign for new catalogs. When Waterhouse took on the role of director of sales and marketing for Vortech Corp., the company's sales increased by 300 percent in 24 months. As an entrepreneur, he has successfully launched several businesses, including the largest community newspaper in Maine. He also challenged the U.S. Postal Service with the state's first private mail delivery service. Today, his company, Predictive Results, uses behavioral insights to drive performance. Waterhouse is the author of "The Team Selling Solution: Creating and Managing Teams that Win The Complex Sale."

Making the Leap to MPS
Mike Lecak, president, Collaborative Consultant Group

How can you make the leap to managed print services (MPS) without abandoning your core business practices? Building out an efficient sales structure requires knowledge and patience. It also requires the right strategy. In this session, you will hear about a combination of factors that every business needs to be successful in the MPS space. Topics such as compensation plans that drive results, sales structure designed to reach performance goals and hiring the right professionals to lead the charge will be addressed.

Lecak has been in the industry since 1983, starting with ComDoc in Pittsburgh, Pa., then the largest independent dealership of both Ricoh and Lanier copier/MFPs in the East. After a successful 15-year career, he joined Toshiba as a district sales manager. Later, after a period of running his own consulting practice, Lecak joined Print Inc. in 2004 to manage sales for the company's channel-focused PrintValue Solutions program. His team was responsible for all facets of bringing MPS practices to Print Inc.'s channel partners, including sales, service, training and sales compensation models. In 2009, Lecak joined Konica Minolta to manage its West Region for managed print. He currently serves as president of Collaborative Consultant Group.

Dealer Panel
Disrupt — How to Spark Transformation in Your Business
Moderated by David Ramos, director of channel strategy service, InfoTrends

Disruptive innovations are like missiles launched at your business. For 20-plus years, pundits have described missile after missile that took aim and annihilated its target: Napster, Amazon and the Apple iTunes Store devastated Tower Records and Musicland; tiny, underpowered personal computers grew to replace minicomputers and mainframes; digital photography made film obsolete. We know change is coming to our industry; one only needs to read announcements like those made by International Paper announcing it will permanently close its massive Courtland, Ala., mill by the end of the first quarter of 2014, lowering industry paper production by almost 10 percent. Is it time to develop a disruption strategy of your own before it is too late to reap the rewards of participation in new, high-growth markets? In this panel discussion, learn how several BTA member dealers are working to leverage business disruption and transform their companies into becoming leading technology companies in their respective markets.


John Frisch is owner and president of Higher Information Group, Harrisburg, Pa. He purchased the company in 2001, when it was named Harrisburg Copiers. In 2008, the growing company moved into a new building and Frisch changed its name to Higher Information Group. Previously, he worked at Phillips Office Products, Harrisburg, Pa., in both sales and management roles. He also briefly founded and owned another technology business before purchasing Harrisburg Copiers.

Brian Snow is president of Advanced Business Systems, Tallahassee, Fla. He has been with the company for 20 years. Starting as an inside sales rep and working his way through the service, sales and administration departments, Snow recently purchased Advanced from his father. With his years of experience, Snow's new focus is to take Advanced into the next phase of the imaging industry's evolution. He is a graduate of Florida State University and received a degree in finance.

Lou Usherwood began his career with Usherwood Office Technology, Syracuse, N.Y., in 1986 as a territory manager in the copier division. He became the owner of the company in 1997 when he purchased the business from his parents, Charles and Carol Usherwood. Since owning Usherwood Office Technology, Usherwood has opened up seven offices and has stewarded three business acquisitions. During his tenure, he has seen sales increase from $2 million in revenues to more than $20 million in revenues in 2012, and the business now has more than 100 employees. Usherwood Office Technology partners with Canon, Samsung, Lexmark and Microsoft, and has been a pioneer in managed network services, facility management and application services. Usherwood is currently a board member for the Copier Dealers Association and serves on the Dealer Advisory Board for Canon.
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