Applied Imaging

The conscious decision to transition to a cloud-first solutions provider is a big change from their earlier model when their business was based mainly on on-premises implementations. Their cloud-first strategy is about building for the future, as it offers many more opportunities to both seamlessly expand the use of DocuWare within an existing customers’ business and to include more new customers in their portfolio. Both levels of expansion lead to a more lucrative business model and greater earning potential for Applied Imaging. “This year with all the changes going on in the world, it felt like the right time to double down & invest in this [cloud] space,” states Lowery. 

“Now we have the know-how to go out and find more opportunities ourselves and not rely so heavily on our hardware reps.”

 Of the many benefits that DocuWare allowed them to offer their customers, the product price points stood out, as they were very much in line with what Applied Imaging’s customer base were looking for. Additionally, DocuWare’s affordability and flexibility mean that Applied Imaging not only provide software solutions that help their customers’ business to prosper, but they can also leverage the cloud licensing structure that Docuware has in place and upsell, cross sell and massively increase new sales while securing repeat and expansion business opportunities themselves. This is key for every Authorized DocuWare Partner! DocuWare provides them with expert training and support - Regional Sales Directors frequently go out in the field with partners. It is DocuWare’s goal to create a sustainable and successful eco-system in which all partners can independently thrive, excel and grow their own unique customer base. 

 Customer feedback has shown that the “capture” feature is also what often sets DocuWare apart. The fact that the solution has a clean, simple interface and provides a robust set of customizable offerings means that user acceptance is fast and smooth. “We can’t think of a single unhappy customer,” says Lowery. 

 Applied Imaging have 75 hardware reps that sell copiers and printers. This is the team that also generate leads, as they can uncover more opportunities with customers. The reps bring in an ECM expert, who evaluates the processes and demos how DocuWare eliminates redundant, repetitive manual ones. Once these basic pain points are addressed, the conversation organically switches to how automated workflows can also help. This often leads to a decision to expand the use of the solution across multiple connected departments and sometimes even companywide.  

 DocuWare’s Regional Sales Director regularly hosts Lunch & Learn sessions for the Applied Imaging team and discussions of the latest use cases and how issues are resolved are also raised here, keeping all reps in the know. Applied Imaging place great emphasis on internal training so that their reps can be independent and self-sufficient and be ready to meet the changing requirements of their customers. For example, in the past, many conversations began with cost savings and in 2020 with the COVID-19 global pandemic forcing many businesses to manage their workforce remotely, the conversation shifted very quickly from the ROI of investing in document management to the importance of remote access to ensure business continuity. In the current environment where everyone is trying to be lean – cost is important but remote access is even more so. 

 In conclusion, as a valued Authorized DocuWare Partner, Applied Imaging have found that DocuWare product updates are well-communicated throughout the +600 strong partner network and are delivered on time. The potential to grow their business and increase their sales is as much a focus for DocuWare as it is for them. They receive support as needed but have found that they have been well-equipped to handle almost every new business opportunity. Applied Imaging have adopted a “land and expand” sales philosophy and as much as 30 percent of their business comes from doing more with current customers. Upselling is a big focus for their sales team! 

 Looking ahead to 2021, Lowery says the goal is to achieve Platinum Partner status. How will they do it? All he would share is that they have identified some niche areas and plan some highly targeted sales tactics to secure repeat and of course new business. Upsell opportunities are everywhere – “of the last 10 projects, 2 were excellent upsell opportunities and we plan to build this strategy much deeper into the bed-rock of our sales activities,” concludes Lowery.