Industry Insights

In the copier industry, sales are often driven by pressure. Get in, do the demo, close fast. That's the script many of us were handed early in our careers - including me. When I started in the copier business in 1980, I was trained to go for the one-call close. The goal? Wrap it up, get the signature, and move on to the next. If a customer hesitated, we had a toolbox full of objection handlers ready to go. It was aggressive. It was transactional. And if I’m honest, it never sat right with me. Years later, after leading a sales team of my own, I knew there had to be a better way. That’s when I discovered Common Sense Selling, a method that flipped everything I thought I knew about sales on its head. Here’s what changed: We stopped selling just to sell. We started listening to understand. Why We Listen for the “No” At Witt Copier Solutions, we believe not every business is the right fit and we’re okay with that. In fact, we welcome it. Most copier companies, especially the big box names, train their teams to chase every lead, push for the close, and never let a deal go. But that mindset often leaves customers feeling unheard, frustrated, and stuck with a solution that wasn’t right for them to begin with. We’re not here to “convince” you that you have a problem just so we can sell you a copier. We’re here to find out if we can help and if we can’t, we’ll tell you that too. When a customer hears upfront that it’s okay to say no, something shifts. The pressure disappears. The real concerns surface. We get to have a conversation, not a pitch. And from there, we can properly assess whether there’s a solution that fits - not just a machine to sell. The Diagnosis Comes First There’s a saying we live by: Prescription without diagnosis is malpractice. You wouldn’t trust a doctor who handed you a prescription after asking one question and you shouldn’t trust a copier rep who recommends a machine before understanding your actual needs. At Witt, we ask the right questions, in the right way, because we care about getting things right. Not right for us - right for you. That means looking at things like service delays, supply frustrations, downtime, software integration, and actual workflow needs. Not just speeds, feeds, or flashy features. Why It Matters This isn’t just a philosophy, it’s how we’ve built long-term relationships with our clients. It’s why our retention rate is one of the highest in the industry. And it’s how we’ve earned our reputation as the go-to resource for businesses that are tired of being sold to, and ready to be heard. If you’ve ever felt like you're being pushed into a decision that doesn’t sit right - trust that instinct. You deserve a partner who respects your concerns, asks the right questions, and gives you room to say no. At Witt Copier Solutions, we’re here to earn your trust, not your signature. And sometimes that means knowing when to step back so you can move forward with confidence.

Learn why owning a copier can drain resources and limit flexibility. Discover how Total Image Management offers a smarter, cost-effective alternative that improves efficiency and control for your business.

Discover how Witt’s flexible copier solutions help businesses reduce upfront costs, optimize printing, and maintain healthy cash flow. Learn how your organization can thrive with smarter equipment strategies.

Discover why local expertise matters when choosing office equipment sales and services. Learn about Witt Copier Solutions’ 45 years of experience, refurbished copier inventory, and hands-on customer care.