Tackling Diversification in the Office Technology Channel

The evolution of office printing is one of the most notable changes shaping the office technology landscape. As businesses increasingly adopt digital workflows, print volumes are naturally shifting. Yet print remains a vital part of many organizations’ operations. Managed Print Services (MPS) and initiatives to bring unmanaged devices under service contracts are helping optimize print environments and ensure continued relevance in a digital-first world.

These trends reflect a broader transformation in the imaging industry, where diversification is key. Office tech dealers are expanding their product offerings to include managed IT, document management, cloud solutions, cybersecurity, workflow automation, and even physical security. This evolution positions them as full-service technology partners for the modern workplace. 

At GreatAmerica, we support office tech providers as they navigate this shift. In this blog, we’ll explore the top challenges of diversification and how the channel is adapting to meet them. 

Sales & Culture Challenges in Office Technology Diversification 

As the office printing industry changes, two major hurdles often emerge: evolving sales strategies and managing internal cultural shifts. 

Rethinking Sales Models 

Traditional print sales have long relied on leasing, but new offerings like IT and AV often default to cash purchases. To maintain consistency and scalability, providers must stick to proven monthly payment models, even when entering new markets. This means training sales teams to lead with leasing, emphasizing benefits like predictable costs, lower upfront investment, and easier upgrades. 

Too often, companies hire specialists from other industries without aligning them to their existing sales approach. The result? Inconsistent messaging and missed opportunities. Success lies in reinforcing recurring revenue strategies, offering targeted training, and ensuring everyone understands the value of monthly payments, especially as costs rise. 

Embracing a Cultural Shift 

Diversification also demands a mindset shift. Legacy sales teams must evolve from transactional selling to a consultative approach, identifying customer needs and offering tailored solutions. Meanwhile, new hires from IT or other sectors bring different work styles and expectations. 

This can create friction. Strong leadership, clear communication, and a shared vision are key to uniting teams. Companies that succeed invest in cross-training, promote collaboration, and align everyone with the broader mission. Ongoing learning programs help employees grow into their evolving roles with confidence. 

Keys to Imaging Industry Transformation: Talent, Tech & Process 

As office tech providers expand their offerings, two more critical challenges arise: attracting the right talent and streamlining operations for scale. 

Attracting and Retaining Technical Talent 

Diversification demands new skill sets, especially in IT, managed services, and unified communications. Competing with big tech firms for top talent is tough. To stand out, many dealers are investing in upskilling current teams, offering competitive pay, and creating engaging work environments with clear career paths. 

Highlighting the unique opportunities in a diversified office tech company, like working on cutting-edge projects, can attract mission-driven candidates. Successful providers use modern recruiting tools, behavioral interviews, and partnerships with local colleges to build strong talent pipelines. 

Streamlining for Scale 

As service offerings grow, so does operational complexity. Managing multiple vendors, systems, and billing models can quickly become overwhelming. That’s why streamlining processes, especially invoicing, is essential. 

Leading providers are integrating CRM and ERP systems to automate billing, reduce errors, and simplify the customer experience. Flexible billing models like As-A-Service or subscriptions, usage-based pricing, and bundling help meet diverse client needs while keeping operations efficient. 

Looking Ahead: Diversification as a Strategy 

Print management trends in 2025 show that adaptability remains the channel’s greatest strength. Whether print volumes continue to decline or stabilize, the future belongs to those embracing office technology diversification strategies. 

By evolving sales strategies, investing in talent, and optimizing operations, office tech providers are transforming into full-service technology partners. The key to success lies in understanding how office tech dealers expand product offerings and executing those strategies with precision and purpose.