Long-Held Insider-Secrets About How Reps Price A Copier

We discovered 22 closely-guarded insider secrets about the price of a multi-function printer that will bring the whole house of cards falling down, watching your cost come plummeting down with it all. You can learn all 22 secrets in our downloadable buyer’s guide, Hustlewise, but we give you several of them on this site for free in case you don't want to buy the full guide.

We get emails about once a week filled with four-letter expletives from copier reps, dealership owners and other industry folks are infuriated about us releasing this info. They do NOT want you to know what we are about to share with you! Their commissions this month depend on us not releasing it.

So, in light of this, enjoy your free lesson from our buyer's guide (below).

How Your Sales Rep Figures His Price

Your sales rep's strategy is simple: He want to get as much profit as humanly possible from each deal without losing the deal to a competitor. They are legally able to charge you as much as 125% of the cost of the suggested retail price, and often times, they do just that.

Although, each dealership may have a slightly different strategy here or there, 99% of them set up their price structures something like this:

$4,000 = True Cost of the Copier...the actual cost of the dealership to buy the copier from the manufacturer.
$4,500 = Rep Cost...the cost the sales rep is told that copier costs.
$7,000 = Customer’s Price...the cost to the customer once profit is added in to the deal.
$9,000 = Manufacturer’s Suggested Retail Price (MSRP)...the highestreasonableprice which is set by the manufacturer.
$11,000 = Maximum Leasing Pricethe highest possible price that lease companies will allow (the machine + "air" a.k.a. the cost to buy out the old machine, to include service and toner for 3 years, etc.)

So, Your Rep Is Trained To Price Your Machine Like This:

Rep’s Cost of the Copier
+ Cost of the Options (Extra Drawers, Staplers, etc)
+ Cost of the Old Lease Buyout (& Shipping)
- Cost of Trade-in Value (Which Is Usually A Bogus Number They Show You So You Think You Are Getting A Discount)
+ Add As Much Profit As They Think They Can Get Away With

Note: If you are a government, school or non-profit entity, there are ways to get the price of your machine even below the dealer's "true cost." Those secrets are also revealed in our buyer's guide.

The Way He Figures Your Cost Per Copy

He will probably just look this up on a chart, which shows him a decreasing cost per copy (CPC) as your print volume increases. He will probably have some leeway in dropping your cpc to win the deal - maybe 10-20% - but not much more.

Wanna think about how expensive those little pennies and fractions of a penny are to your overall cost of a machine over the next 36-60 months? Learn about your Total Cost of Ownership (and the arrow will bring you back here when you’re done).

How Your Rep Makes Money

Reps are paid on commissions. 99% of them get a percentage on the profit, so they want to put as much profit in the deal as they can. Thus, they will choose a format for the proposal that “hides” the boatload of profit that they have in the deal. Its the old-timey Shell Game. Misdirection is the main strategy of this kind of proposal and these guys are trained to be really, really good at it unless you know how to defend yourself. (See more in our 4-page section called, “The 3 Kinds of Proposals & Which One To Ask For”).

To be sure, even if you hustle the rep down on his price (which we will show you how to do in the 6-page section called, “Playing Your Cards”), don’t feel too bad for him, because the rep will still make money on some kind of volume bonus, manufacturer incentives and sometimes on kickbacks from the leasing companies. That is: there is ALWAYS back-end money, so hustle away...he’ll still make plenty of money!

How The Dealership Makes Money

Even if the rep gets “hustled” down to his own cost and the profits seem to go away, remember, the dealership still makes a profit on the “cushion” money (True Cost minus Rep Cost) as well as on service and toner, manufacturer incentives, volume discounts and kickbacks from the leasing companies, etc, etc.


On This Page, You Learned...

1) Your sales rep will add as much profit to the deal as he thinks he can get away with.

2) No matter the price, there is always money for the reps and dealers on the back end.

3) You need to learn about your total cost of ownership.


MFP Price Games