In the competitive world of office equipment sales, winning deals isn’t just about offering the lowest monthly payment; it’s about demonstrating genuine value that resonates with business decision-makers.
At Impression Solutions, as a full-line authorized Kyocera distributor, we equip our dealer network with a powerful competitive advantage: Kyocera devices that deliver a provable, quantifiable total cost of ownership (TCO) story that wins deals and builds long-term customer relationships.
If you’re a dealer looking to close more sales, increase profitability, and build customer loyalty, understanding and leveraging Kyocera’s total cost advantage is essential. Let’s explore how you can make this your strongest selling point.
Why Total Cost of Ownership Matters More Than Ever
Today’s business buyers are sophisticated. They’ve been burned by “great deals” that turned into budget drains through expensive service calls, frequent part replacements, and unpredictable costs. According to industry research, businesses are increasingly looking beyond the initial price tag or monthly payment to understand the complete financial picture over the life of their equipment.
This shift creates a tremendous opportunity for dealers who can articulate the total cost advantage. When you sell Kyocera devices, you’re not just selling copiers and printers; you’re selling peace of mind, predictable expenses, and genuine cost savings that your competition simply cannot match.
The Kyocera Difference: ECOSYS Technology Explained
At the heart of Kyocera’s total cost advantage is their revolutionary ECOSYS (Economy, Ecology, System) technology. Unlike traditional copiers and printers that require frequent replacement of entire cartridge assemblies containing drums, developers, and toner, Kyocera separates these components.
Here’s what makes this game-changing for your customers:
Long-Life Drums: Kyocera’s ceramic drums can last up to 600,000 pages without replacement. Compare this to competitors whose drums need replacement every 30,000 to 50,000 pages. This isn’t just a minor difference; it represents a fundamental shift in how printing costs accumulate over time.
Reduced Waste: Because customers only replace toner containers rather than entire cartridge assemblies, Kyocera devices generate up to 85% less consumable waste over their lifetime. This environmental benefit also translates directly to cost savings.
Extended Maintenance Intervals: Many Kyocera models feature preventive maintenance schedules of 300,000 pages or more. This means longer periods between required service visits, less downtime, and lower service costs for your customers.
Breaking Down the Cost Advantage: Real Numbers That Win Deals
When presenting to potential customers, specific numbers make all the difference. Here’s how to structure the TCO conversation:
Cost Per Page Analysis
Help your customers understand their true cost per page. While competitors might advertise low toner costs, Kyocera’s complete cost-per-page calculation reveals the real story. A typical Kyocera ECOSYS device might show:
- Toner: $0.35 per page
- Maintenance: $0.08 per page
- Energy: $0.03 per page
- Paper: $0.10 per page
- Total: $0.56 per page
Compare this to competitors who might appear cheaper on toner alone but require frequent drum replacements, more service calls, and higher energy consumption. Over a five-year period with typical usage volumes, the savings can reach thousands of dollars.
Five-Year TCO Projections
Create customized five-year TCO projections for each prospect. For a business printing 60,000 pages annually, break down all costs, including initial equipment, toner, minimal drum replacements, maintenance contracts, and energy consumption.
Then compare this total against a competitor’s solution showing the same categories but highlighting their significantly higher drum replacement costs (often 5-10x more), more frequent maintenance needs, and higher energy consumption. The difference typically ranges from $3,000 to $8,000 in Kyocera’s favor, making the business case clear and compelling.
Competitor Solution
Then show the competitor’s equivalent solution. While their initial equipment cost might be $1,000-$2,000 lower, the operational costs tell a different story. Their drum replacements alone (needed every 30,000-50,000 pages) can cost 4-5 times more over five years.
Add in more frequent service calls, higher energy consumption, and comparable toner costs, and the total five-year cost often exceeds Kyocera’s by $5,000-$8,000 or more. This means even if a competitor appears cheaper initially, your customer actually loses thousands of dollars over the equipment’s lifecycle. That’s a powerful story that resonates with financially savvy decision-makers.
Overcoming the Initial Price Objection
Let’s address the elephant in the room: Kyocera devices sometimes have higher upfront costs than competitors. Here’s how to turn this into an advantage:
Reframe the Conversation: ” I understand your budget concerns. That’s exactly why we recommend Kyocera. While the monthly payment might be $50 higher than Brand X, you’ll save over $3,000 in operating costs over the life of the lease. Would you prefer to save that $50 per month now, or put $3,000 back in your budget over the next five years?”
Use the Car Analogy: Most buyers understand that a Honda or Toyota might cost more upfront than some competitors but saves money through reliability and lower maintenance. Kyocera is the Toyota of the copier world, built to last with legendary reliability.
Emphasize Downtime Costs: Every minute a copier is down costs your customer money in lost productivity. Kyocera’s reliability means fewer service calls, less downtime, and more time for your customer’s team to focus on revenue-generating activities.
The Environmental Advantage: ESG is Good Business
Environmental, Social, and Governance (ESG) initiatives are increasingly important to businesses of all sizes. Kyocera’s sustainability story gives you another powerful angle:
- 85% reduction in consumable waste compared to traditional designs
- Energy Star certified models that reduce power consumption
- Recyclable components that support corporate sustainability goals
- Lower carbon footprint through reduced consumable manufacturing and transportation
For organizations with sustainability commitments, being able to demonstrate measurable environmental impact through their printing choices makes Kyocera an easy decision.
Building Your Total Cost Advantage Sales Presentation
Here’s a framework for structuring your sales conversations around Kyocera’s total cost advantage:
1. Discovery: Ask about current print costs, service frequency, and frustrations with existing equipment. Quantify their current cost per page and annual printing expenses.
2. Education: Explain ECOSYS technology simply, focusing on the separated toner and drum system and what this means for their specific situation.
3. Analysis: Present a customized TCO comparison showing their current costs versus Kyocera costs over their typical equipment lifecycle.
4. Proof: Share case studies and references from similar businesses who’ve realized documented savings with Kyocera equipment.
5. Partnership: Position yourself as a consultant helping them make a smart business decision, not just a salesperson.
Leveraging Impression Solutions’ Support
As an Impression Solutions partner, you have significant advantages in selling the Kyocera total cost story:
- Expert training on ECOSYS technology and TCO selling
- Marketing materials and TCO calculators to support your presentations
- Technical support to answer detailed product questions
- Competitive pricing that improves your margins while keeping customer costs low
- Fast fulfillment to win time-sensitive opportunities
We’ve invested in resources specifically designed to help you win more deals through the total cost advantage message.
Common Questions and Objections and Responses
“Your competitor says their cost per page is lower.” Response: “They’re calculating toner only. When you include drum replacements, service, and energy costs, our customers consistently see lower total costs. Let me show you the complete picture.”
“We’ve always used Brand X.” Response: “I understand loyalty to existing relationships. Would you be open to seeing a side-by-side analysis? Many of our customers came from Brand X and wish they’d switched sooner once they saw the numbers.”
“We need to stay within our budget.” Response: “That’s exactly why Kyocera makes sense. While the monthly payment is within your budget constraints, the lower operating costs mean you’re actually freeing up budget for other priorities.”
The Long-Term Dealer Advantage
Selling Kyocera is about building a business foundation that generates recurring revenue and customer loyalty:
Fewer Service Calls: Kyocera’s reliability means your service team spends less time on break-fix calls and more time on revenue-generating activities.
Higher Customer Satisfaction: When customers see their costs staying predictable and low, they become advocates who refer new business.
Easier Renewals: At lease end, customers who’ve experienced Kyocera’s total cost advantage rarely consider switching. Your renewal rates will increase significantly.
Better Margins: While Kyocera devices are competitively priced, the complete solution (including supplies, service, and support) allows for healthy dealer margins.
Making the Total Cost Advantage Your Competitive Weapon
In a market where everyone claims to offer the “best value,” Kyocera gives you something rare: a genuine, documentable cost advantage that you can prove with numbers. The ECOSYS technology isn’t marketing hype; it’s engineering excellence that translates directly to your customers’ bottom lines.
Every deal you present is an opportunity to educate buyers about the true total cost of ownership. By positioning yourself as a trusted advisor who helps businesses make smart financial decisions, you elevate your entire business.
The dealers who are winning consistently in today’s market aren’t the ones offering the lowest monthly payments; they’re the ones helping customers understand the complete financial picture. With Kyocera and Impression Solutions behind you, you have everything you need to be that dealer.
Ready to transform your sales approach with the total cost advantage message? Contact your Impression Solutions representative today to access TCO calculators, training resources, and the support you need to close more deals and build lasting customer relationships.
The total cost advantage isn’t just a feature of Kyocera devices; it’s your pathway to becoming the dealer of choice in your market.
About ISI
Impression Solutions Inc. is a value-add, full-service distributor of printing and imaging solutions. ISI offers their dealers, resellers and their end users unparalleled service and support as an OEM full line authorized distributor of Kyocera monochrome and color printers, MFPs, Wide Format Printers, printer accessories, printer supplies and customized printing solutions.
Recent launches include Virtual Inventory Services and IS Docs, a turnkey Document Management program for Imaging Dealers to grow their monthly recurring revenues (MRR).
ISI maintains a full inventory of over 2,200 SKUs of printer products ready for same-day shipment from their 35,000 square feet of warehousing space in 5 distribution centers from coast to coast.
