An online survey by OKI Data Australia found that channel dealer recommendations are key to printer sales.
CSO reported that 20 percent claimed that recommendation influenced them most in their choice of printer, while 17 percent said the warranty was more important that what the printer did and the price. The survey was performed by OKI, and asked for customer feedback on their ownership experience, and what made them decide to make a purchase.
Antonio Leone, Marketing Manager ANZ for OKI Data Australia, commented: “This survey shows how influential channel dealers are and how importantly customers perceive their recommendations to be when it comes to purchasing a product, another 16 percent that as long as the printer met business requirements the price was not important.
“The other fascinating insight has been how important the factor of warranty is taken into consideration, indicating that customers are very focused in today’s economic climate on ensuring there is no extra expense and disruption in the daily running of their activities. The peace of mind that comes with our three year warranty and reliable LED technology, directly addresses these goals.”
Leone concluded that: “This survey has demonstrated how critical it is that vendors provide their channel dealers with ongoing and up-to-date selling tools and training, so that they can guide customers to products that will deliver maximum return on investment.”