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Cruise to Success 2015 Educational Sessions

Cruise to Success Educational Sessions

Keynote Address
Within Your Grasp: Future Opportunities in the Office
Rick Taylor, president & COO, Konica Minolta Business Solutions U.S.A. Inc.

The transition to digital content, combined with the rapid adoption of mobile technologies and cloud computing, is fundamentally changing the way today's workers create, consume and share information. In his keynote presentation, Taylor will address several key topics, each of great importance to the dealer community: managed IT services; real-time mobile access businesses need in order to be fully productive; security and compliance; software and hardware solutions strategies and customization for office technology dealerships; and the dealer niche market strategy and how it is taking business transformation head on. Taylor will also closely examine the MWAi/Forza platform, now part of a new alliance between Konica Minolta and MWAi.

Taylor is responsible for corporate strategy and operations for Konica Minolta's U.S. operations, leading more than 7,600 employees. He oversees U.S. mergers and acquisitions, sales, service, marketing, administration, finance and legal. Taylor also serves on Konica Minolta's Global Strategy Council focused on business transformation and growth strategies for Konica Minolta worldwide. He has been named "Executive of the Year" eight times in Marketing Research Consultants' annual industry survey of more than 300 independent office technology dealers.

Dealer Panel
Taking the Right Steps Into Managed IT Services
Moderated by Ed McLaughlin, president & CEO, Valderus

Most every office technology dealer is at least talking about the managed IT services space. Some are taking only one step forward and are dabbling in it. Is that the right way to get started? There is a lot more to being in IT services than just hiring a few engineers or IT people or, for that matter, even buying an IT services company. Instead, there are bold steps to take, such as changing both the dealership's business model and compensation plans, all with the goal of moving deeper into customer accounts. What are the best strategies for success? How will managed IT change the dealership? What partnering options are available? In this panel discussion, dealers will share how they have successfully made the transition, and discuss how they overcame the business structure and cultural issues that can get in the way.


Joseph Birk is president and owner of Data Comm Inc., Jefferson City, Missouri. He has owned a successful dealership for the last 19 years, in which time he has tripled his business and branched out to meet the needs of an entire state. Birk first came to Jefferson City, Mo., to attend Lincoln University while pursuing a teaching degree, graduating in 1972. He then spent a short time in the army at Fort Sill, Okla. Birk returned to Missouri in December 1972 and started working for Data Comm Inc. as an account manager selling Marchant and Sharp calculators. In 1996, he became president and owner of Data Comm Inc. and changed the focus of the company to document solutions. Birk knew the secret to success for any business was to have the right person, in the right job, on the right team — and it has worked. In 2011, Data Comm Inc. joined Growth Achievement Partners and launched into the IT services business. The company currently focuses on IT services, document solutions, telephone solutions and office products with a goal of 30 percent of total revenues from IT services by the end of 2015.

Jim Oricchio is president and CEO of Coordinated Business Systems Ltd., headquartered in Burnsville, Minnesota. He founded the company in October 1983 with his wife Donna. Coordinated Business Systems has 75 employees with branch locations in Red Wing, Rochester, St. Cloud and Hudson, Minn., and the Downtown Minneapolis Skyway. Oricchio is on the OKI and Lexmark Dealer Councils, and is a member of the Copier Dealers Association, Legatus and Vistage. Over the years, Coordinated has been recognized both locally and nationally for its excellence in servicing its customers and for being extensively involved with local community organizations. The company has been focused on managed IT services for about three years, but it has really taken off in the last six months. Currently, managed IT services accounts for 13 percent of Coordinated's total business.

Brent Simone is president of Stratix Systems, Wyomissing, Pennsylvania. He has more than 20 years of experience in the printing and imaging, business technology and managed services industries. Simone has been instrumental in his organization's growth — 400 percent since 2000 — and evolution from a traditional copier dealership into one of the most respected business technology and managed services providers in the mid-Atlantic region. Throughout his career, he and Stratix Systems have been recognized by industry-leading authorities with a number of honors, including: BEI PROs Elite 100, imageSource Magazine Perfect Image Award for Outstanding Managed Services Program (2013), ENX Magazine/The Week in Imaging Elite Dealer Award (2006-2014) and MSPmentor 250: Top People in Managed Services (2014).

Greg Walker is president of East Texas Copy Systems Inc. (ETCS), headquartered in Tyler, Texas. He became president in 1999 after serving as president of Advantage Copy Systems from 1992 to 2006. Walker currently sits on the Canon Dealer Advisory Council and previously served on the IBPI Board of Directors. Established in 1945, East Texas Copy Systems has five locations in Tyler, Longview, Lufkin, Nacogdoches and Palestine, Texas. The company is a Canon, Samsung and Lexmark dealership that supplies businesses with copier/MFPs and printers. In February 2009, Walker started the professional services group at his dealership, the IT division of ETCS that delivers managed network services, document management, IT hardware, data backup solutions and general IT consulting.

Educational Sessions
Keeping Pace With Your Legal Liability
Bob Goldberg, general counsel, Business Technology Association

In recent years, the business landscape has changed considerably. The pace of that change has not slowed down. As your business continues to diversity its product and services offerings, in order to remain strong in your market, have your legal protections kept pace? Today, it is essential that you understand what steps you need to take and how each step will protect your company. Goldberg, who has helped guide the office technology industry through these legal obstacles, will educate you on the issues to consider and the resulting legal protections that are necessary. This must-attend session will provide you the most recent legal templates to implement in your dealership in order to keep pace with your legal liability.

Goldberg has more than 36 years of industry experience. Upon graduation from law school in 1973, he joined the Antitrust Division of the Illinois Attorney General's Office. Goldberg's government career continued with the Federal Trade Commission until 1977, when he transitioned to private practice. He was a partner with the firm of Freeman, Atkins & Coleman, where he specialized in antitrust and trade regulation matters. Goldberg then joined the law firm Schoenberg Finkel Newman & Rosenberg LLC, and was a partner with the firm from 1984 to 2008. In 2008, he became of counsel to the firm, continuing to collaborate and mentor with the firm's attorneys and staff. Today, he provides BTA members with no-fee advice and guidance on a diverse range of topics.

Removing the Mystery From Managed IT Services
Ed McLaughlin, president & CEO, Valderus

Now that it is nearly universally accepted that the decline in office pages in permanent and process-driven, office technology dealers now face the challenge of balancing equipment sales with trying to figure out how to move into the managed IT services market — expected to surpass $320 billion by 2020. Today, there is a lot of discussion around the topic of IT services, focusing on the learning curve, technical knowledge, how to begin and even some anxiety that resonates in the industry. In this session, industry veteran Ed McLaughlin will address key questions dealers should consider and the steps to take as they strive to ultimately reach a services business model that is 30 to 40 percent IT services — the ideal target to ensure long-term dealership stability.

McLaughlin has 40 years of experience in the information and imaging industries. He was president of Sharp Imaging & Information Company of America and executive advisor at Sharp Electronics Corp. He is currently president and CEO at Valderus, bringing together dealerships with an innovative approach for shared profitability while retaining local management and brand identity. He is also on the board of advisors at Continuum Managed IT Services. McLaughlin has received many honors during his career, including Marketing Research Consultants' Lifetime Achievement award and a BTA Lifetime Achievement award, both in 2012.

Selling Strategies in the Internet Era
Richard Farrell, president, Tangent Knowledge Systems

Today, customers buy differently than in the past. In fact, changing buying habits and the Internet have changed everything. Regardless, there is little to no difference in the way many of your competitors position themselves; they essentially claim the same competitive advantages. That is, they often look and sound the same to prospective customers. In this session, you will learn strategies for ensuring that you truly stand out from the crowd, gaining the attention you need in order to thrive in today's changing marketplace. You will learn: how to best communicate your value proposition from the position of the problems you can solve for your prospective customers; how to get more decision makers on the phone and, ultimately, interested in setting up meetings with you; and how to describe the hypothetical problems that your prospect will need to acknowledge in order to be interested in what your dealership has to offer.

Farrell is president of Tangent Knowledge Systems, a Chicago sales training company. He cut his teeth in sales early in his career with Savin in a four-square block territory in the loop in downtown Chicago. He learned that "if you can sell copiers, you can sell anything." Ferrell's delivery is fluff-free, content rich, "PowerPointless," fast-paced and extremely interactive. He has presented at more than 500 association meetings. Farrell has expertise with small companies and their most challenging sales issues: differentiation; leaving too much money on the table; commoditization; qualifying new accounts; relationship and strategic selling; long selling cycles; poor sales accountability; subpar pipeline management; and overall increasing cost of sales.

The Key to Smart Sales Hiring
Troy Harrison, president, SalesForce Solutions

Most companies struggle to achieve more than a 40-percent success rate in hiring salespeople. It does not have to be that way, and by knowing the most important key to making great hires, you can increase your success ratio — up to as much as 85 percent. In this session, Harrison will show you what he has learned in 15 years of hiring salespeople as a sales manager and as a recruiter; recruiting is the most important aspect of hiring. Topics covered include: the key to smart sales hiring — what it is and how to use it; spotting the key during the interview process; giving your candidate opportunities to expose the key; winning the final interview; and more.

Troy Harrison is the author of "Sell Like You Mean It!" and a speaker, consultant and sales navigator. He helps companies build more profitable and productive sales forces with his cutting-edge sales training and methodologies.

Creating Immediate Relationships in Every Presentation
Jody Cross, owner, Leaders Speak

Whether it is only one person or many, every audience is different. Yet, we do not always adapt to our audience as much as we could. Cross' hands-on session will give you tools for tuning in to your audience's deeper values and true priorities whether you are speaking to potential customers, current customers or your employees. This repeatable process is faster and easier than you would expect, and is a valuable tool for reaching your high-priority contacts. Dealership owners, managers and sales reps will leave this session better prepared to speak the language of an audience and hit the mark with presentations.

For more than 20 years, Cross has been public speaking and training others to take their speaking to the next level. Her business book on public speaking, "Leaders Speak," is an Amazon best-seller. Through it, she teaches people how to focus on their audiences, since every group of listeners is different. Cross trains corporate employees and conducts workshops on public speaking for executives, sales reps, small business owners and professionals. Previously, she was a communications instructor at several higher-learning institutions including Rockhurst University in Kansas City, Mo., where she taught for more than 12 years.

Sales Compensation for the Services-Led Dealership
Luis Gonzalez, founder,

Sales compensation is a vital component in the success of your sales department. Having the right compensation plan can ensure that your company's sales growth and product/services sales objectives are met. In this session, Gonzalez will discuss all aspects of sales compensation, but will primarily focus on new sales areas for the industry such as professional services, managed IT services and others. Attendees will see ways to activate and motivate their sales reps by having the right compensation plan.

In 2011, Luis Gonzalez founded, a sales commission automation processing Web application that helps dealers increase efficiency and accuracy during the process of sales commissions. In 1986, he founded Miami Office Systems (MOS) in south Florida. MOS specialized in the office equipment space for 25 years as an independent dealership. It was acquired by Sharp Electronics Corp. in 2007. From 2007 to 2011, Gonzalez was branch president and director of sales and marketing for Sharp Business Systems. He was most recently senior vice president for Sharp's Business Solutions Group.

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