January 23, 2023
Like most common phrases, "cut out the middle man" has some wisdom in it. Sometimes there are advantages to dealing directly with a manufacturer!
But when it comes to printing and copying equipment, you might be surprised at how this age-old wisdom holds up (or doesn't) in real life.
Is It Cheaper To Buy From a Copier Dealer or a Manufacturer?
Short answer: Dealers typically offer better prices than manufacturers.
You'd think that if you purchase directly from a manufacturer, you'll always get a better price. But that's typically not the case when it comes to printing equipment.
Here’s why:
- Dealers get the same wholesale price on equipment
- Manufacturers depend on revenue from each branch location
- Independent dealers aren’t beholden to a single manufacturer, so they can negotiate special pricing
So when you shop through a dealer, not only will you likely get a better price, but you are also helping that dealer keep equipment prices lower throughout the industry.
Pro tip: When comparing options, remember to look beyond the initial purchase price! Consider ongoing expenses like maintenance agreements, supply costs, and support fees to understand your complete investment over time.
Can You Trust a Copier Dealer’s Recommendations?
Yes. In fact, dealers are more likely to match you with the right equipment than manufacturers are.
Obviously, a manufacturer has a strong incentive to sell you one of its products!
But the truth is, different manufacturers have different strengths and cater to different needs at different price points. Although manufacturers need to preserve their reputations for making a good quality product, a dealer has a much stronger incentive to match the right equipment with the right business.
And especially when it comes to printing equipment, that's very important.
Why Expert Recommendations Are So Important
There can be a big difference between the printer that has the most features and the one that will bring you the most ROI, because every organization prints differently. What will save one organization quite a bit of time and money may be largely wasted on another.
Expect that a great dealer will ask you quite a few questions before they make a recommendation, and that they will consider solutions from a multitude of manufacturers to find the perfect match. You won't get that same service from a manufacturer.
Who Provides Better Copier Service: Dealers or Manufacturers?
Dealers typically provide faster, more attentive service than manufacturers.
There's a misconception that manufacturers must be better at servicing their own equipment. In reality, a dealer's technicians are often certified by the manufacturer themselves, and dealerships can earn special recognition for how well they can maintain and service their equipment. Our strategic partnerships include Canon, HP, Kyocera, Konica Minolta, Sharp, and more.
And just like with custom recommendations, because a dealer doesn't manufacture what they sell, providing excellent service is an important differentiator. Dealers typically have more of an incentive to provide prompt, reliable service than a manufacturer does.
What Kind of Support Can I Expect From a Copier Dealer?
With a dealer, you get dedicated account management instead of generic support lines.
Here’s what you don’t get from a manufacturer:
- Their full, undivided attention when you experience a printing issue
- A dedicated account rep that gets to know you
- A direct line to call
The reverse is true when you work with a dealer. You'll get their direct number, their email, and maybe even a holiday card, all while paying less for your equipment. And especially if that dealer also provides managed print services, you'll get someone who understands how to maintain a great relationship with your organization.
Why Choose a Local Copier Dealer?
Local dealers invest in your community and provide personalized service.
This one probably won't be your biggest reason to use an independent dealership over a manufacturer's branch location, but we believe it's very important. Most large companies — including equipment manufacturers — commit to giving back. But when you work with an independent dealer, their time and resources tend to stay within their local community. And they do more than just employ community members — they also provide more opportunities for quick career advancement within that community.
At Marco, our Gold Standard culture features four pillars: employee engagement, client satisfaction, community support, and vendor partnerships.
We have a culture and a proven track record of:
- Promoting internally
- Offering local internship opportunities
- Providing professional mentorship
- Supporting the communities we live and work in
- Serving our clients and partners well
How Should You Evaluate Different Copier Dealers?
Most copier dealers will provide you with better prices, better service, and better technical support than a manufacturer will. But some will do a bit more than others, so it's worth a phone call or a little online research before you decide who will get your business.
Key factors to evaluate:
- Security practices and protocols
- Range of manufacturer partnerships
- Service response times and availability
- Transparency in pricing and contracts
- Customer reviews and testimonials
Before we move on, we should talk a bit more about security, because too many dealers and manufacturers aren’t doing it, and too many businesses aren’t aware of the risks.
Even though they're often not given the same care as laptops and servers, networked printing equipment can represent a potential point of entry for hackers. That’s why at Marco, no printers or copiers leave our facilities with default admin passwords still on them. It may seem like a small point, but if you're counting on your staff to do this, your confidence may not be well-placed. 40% of IT personnel admit to not changing default admin passwords, despite the security risk.
What Are Red Flags When Choosing a Copier Dealer?
Not every dealer operates with the same level of integrity or competence. Watch out for these warning signs:
- Evasive answers to common buyer questions
- Reluctance to put things in writing
- High-pressure sales tactics
- Vague or complicated pricing
- A pattern of negative customer reviews
- An unwillingness to discuss their service record
Your relationship with your copier dealer will last years — potentially the entire lifespan of your equipment. Taking time upfront to ask tough questions and watch for concerning behaviors will save you significant frustration and expense down the road.
Frequently Asked Questions About Choosing a Copier Dealer
Q: Do copier dealers charge more than buying direct from manufacturers?
A: No, dealers typically offer better prices because they can operate with lower markups due to diversified revenue streams.
Q: Are dealer technicians qualified to service manufacturer equipment?
A: Yes, dealer technicians are certified by the manufacturers themselves and often receive special recognition for their service quality.
Q: What's the benefit of working with an independent copy/print dealer vs. a manufacturer?
A: Independent dealers offer personalized account management, competitive pricing, unbiased product recommendations across multiple brands, and stronger community ties.
Q: Should I prioritize price or service when choosing a dealer?
A: Consider both. The lowest upfront price may cost more over time if the service is poor and causes frequent downtime. Look at the total cost of ownership, including maintenance and support.
Q: How do I find a reputable copier dealer near me?
A: Start by searching online for copier dealers in your area and reading customer reviews on platforms like Google and the Better Business Bureau. Ask for referrals from other businesses in your network — word-of-mouth recommendations are often the most reliable. Look for dealers who have been in business for several years, maintain manufacturer certifications, and demonstrate transparent pricing practices.
Q: Is there a Marco Technologies location near me?
A. Marco serves print clients nationwide and has physical branch offices throughout Delaware, Illinois, Indiana, Iowa, Kentucky, Maryland, Michigan, Minnesota, Missouri, Nebraska, New Jersey, North Dakota, Pennsylvania, Rhode Island, South Dakota, and Wisconsin.
