“After a Jam, Lexmark Turns to Services”
Posted by Joe Cannon
Lexmark International is one of the world’s leading makers of computer printers had a problem. While slow to come around, the trend to the paperless office is real. That trend significantly reduced demand for printers. So Lexmark adapted — and offers its customers services to help them print less. Lexmark helped Coca Cola save $11 million over five years — and sold them 3800 new mostly Lexmark printers.
This article, “After a Jam, Lexmark Turns to Services” (Bloomberg BusinessWeek, August 26, 2010) provides examples for use when talking about goods and services or the product life cycle — as printers settle well into market maturity stage. It is also interesting to think about this change in the context of personal selling — where Lexmark no doubt had to change its personal selling strategy to a consultative selling approach.
This entry was posted on Sunday, August 29th, 2010 at 9:40 am and is filed under B2B, Product, Product life cycle, Promotion, Selling and Sales Mgmt, Service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.