Selling ID card printers, cards, ribbons, and other credentialing products can be competitive. Customers can often find similar equipment from multiple suppliers, which means price and product selection aren’t always enough to stand out.
For ID card resellers, one of the most effective ways to differentiate their business is by offering the support customers need before, during, and after the sale.
From helping customers select the right equipment to providing repair, maintenance, and upgrade services, strong service and support can turn a one-time transaction into a long-term customer relationship.
Why Service and Support Matter to ID Card Customers
An ID card printer is an important piece of equipment for many organizations. Businesses, schools, healthcare facilities, government agencies, and other organizations may depend on their printers to produce employee IDs, student credentials, visitor badges, access cards, and other identification cards.
When a printer stops working, the customer may not be able to issue credentials as planned. Even a relatively short period of downtime can create frustration and disrupt daily operations.
That’s why customers often value more than simply getting a good price on a printer.
They want to know:
- Who can help them choose the right equipment?
- What happens if the printer stops working?
- Where can they send equipment for repair?
- Can the equipment be upgraded instead of replaced?
- How can they keep the printer maintained?
- Where can they get replacement supplies?
Resellers that can answer these questions can provide significantly more value than those focused solely on the initial sale.
1. Offer Expert Product Recommendations
Service and support begin before the customer even purchases equipment.
Instead of simply selling whatever printer a customer asks for, resellers can differentiate themselves by understanding the customer’s application and recommending an appropriate solution.
Important questions to ask include:
- How many cards will you print?
- How frequently will you print?
- Do you need single- or dual-sided printing?
- Will the cards require lamination?
- Do the cards need magnetic stripe or smart card encoding?
- What type of card material will you use?
- What security features are required?
- Do you already have card design software?
Taking the time to understand these requirements positions the reseller as a solution provider rather than simply a product seller.
2. Provide Help After the Sale
The customer relationship shouldn’t end once the printer arrives.
New customers may need help understanding printer supplies, cleaning procedures, software, card compatibility, or general operation.
Resellers can differentiate themselves by providing useful post-sale assistance and making it easy for customers to get answers when questions arise.
Even simple support can have a major impact on the customer’s experience.
3. Offer Repair Services
Equipment eventually needs service. When that happens, customers want a straightforward way to get their equipment back into operation.
Providing access to repair services can be a major differentiator for resellers.
Rather than leaving customers to find a repair provider on their own, resellers can help coordinate service and provide a more complete support experience.
For resellers that don’t have their own repair facility, working with a trusted depot service provider can provide access to professional repair capabilities without requiring them to build an in-house service department.
4. Support Both Warranty and Out-of-Warranty Equipment
Warranty issues are one thing, but customers may also need help after their equipment is outside the manufacturer’s warranty period.
Offering or coordinating both warranty and out-of-warranty repair services gives customers more options when equipment problems occur.
This can also help resellers maintain relationships with customers who purchased equipment several years ago.
Instead of losing contact with the customer once the warranty expires, the reseller can continue providing value through repairs and other services.
5. Recommend Preventative Maintenance
Waiting until a printer breaks down isn’t always the best approach.
Resellers can help customers reduce unexpected downtime by recommending routine maintenance and cleaning.
Maintenance can help keep equipment operating properly and may extend the useful life of a printer.
It also gives resellers another opportunity to stay engaged with customers throughout the equipment lifecycle.
For customers with high-volume printing needs, preventative maintenance can be particularly valuable.
6. Help Customers Decide When to Repair or Replace
Customers don’t always know whether a malfunctioning printer should be repaired or replaced.
A reseller that understands the customer’s equipment and printing requirements can help evaluate the situation.
Factors to consider may include:
- Age of the printer
- Cost of repair
- Availability of replacement parts
- Current printing volume
- Required features
- Printer performance
- Cost of a replacement system
In some situations, a repair may make sense. In others, upgrading or replacing the equipment may be the better long-term investment.
Providing honest guidance helps establish trust.
7. Offer Upgrade Solutions
Technology and customer requirements can change over time.
A customer may need additional functionality but not necessarily need an entirely new printer. Depending on the equipment, an upgrade may provide additional features, improve performance, or extend the useful life of the system.
Resellers can use upgrade opportunities to continue serving existing customers while helping them adapt to changing needs.
8. Make Supplies Part of Your Support Strategy
Service isn’t limited to repairs.
Customers also need the supplies required to keep their equipment operating, including:
- ID card printer ribbons
- Blank cards
- Cleaning kits
- Lamination film
- Other printer-specific consumables
Helping customers stay stocked with the correct supplies can prevent interruptions and create a convenient experience.
For resellers, consumables also provide an important recurring-revenue opportunity.
Instead of making a single printer sale, resellers can build an ongoing relationship around the customer’s complete ID card program.
9. Provide a Complete Solution
One of the strongest ways to differentiate a reseller is by offering a complete solution rather than treating every product as a separate sale.
For example, an organization purchasing an ID card printer may also need:
Printer + Ribbons + Blank Cards + Software + Photo Capture + Encoding + Lamination + Maintenance + Repair
By understanding the customer’s entire workflow, resellers can identify the products and services needed to create a complete credentialing system.
This makes the reseller more valuable to the customer and can increase the overall value of the sale.
10. Use Support to Build Long-Term Relationships
Great service can turn customers into repeat customers.
A customer who receives helpful recommendations, reliable support, convenient repairs, and timely access to supplies is more likely to return to the same reseller when they need additional equipment or services.
Over time, this can create opportunities for:
- Additional printer purchases
- Replacement equipment
- Printer upgrades
- Recurring supply orders
- Maintenance services
- Repair services
- Additional card issuance equipment
The goal isn’t simply to make the first sale. It’s to become the customer’s trusted ID solutions partner.
How ID Connection Can Help Resellers
For resellers and system integrators, having access to reliable service capabilities can make it easier to offer customers support throughout the equipment lifecycle.
ID Connection offers depot services that can help resellers support their customers with warranty repairs, out-of-warranty repairs, upgrades, and maintenance.
This allows resellers to expand their service capabilities without necessarily having to maintain their own full-service repair operation.
By combining quality products with dependable service and support, resellers can offer customers a more complete experience and differentiate themselves in a competitive market.
Service Can Be Your Competitive Advantage
Products and pricing will always matter, but service can be what makes a customer choose you over another reseller.
When customers know they can rely on you for product recommendations, supplies, troubleshooting, repairs, maintenance, and upgrades, you’re no longer simply the company that sold them a printer. You’re the company they can turn to when they need help keeping their ID card program running.
For ID card resellers, that ongoing relationship can lead to greater customer loyalty, recurring revenue, and long-term business growth.
Looking to expand the service and support you provide to your ID card customers? ID Connection can help resellers and system integrators with depot repair, maintenance, and upgrade services. Contact us today to learn how our depot repair, maintenance, and upgrade services can help you provide greater value and support to your customers.