Since HP revealed its Jet Fusion 3D Printing Solution last month, the channel has been abuzz with possibilities. With such an industry giant backing this technology, everyone from dealers to developers has been wondering to themselves: How can I leverage this technology?
What’s interesting is how most coverage of 3D print in the channel, including our own, has been hypothetical and treats 3D print as some mysterious, far off technology that dealers could offer. Perhaps more interesting is the providers who have already taken a step into this frontier and are learning how to leverage the technology before anyone else.
Standley Systems in Oklahoma City has been offering the technology to its customers for several years now, and with that has come its fair share of risks and rewards. We spoke with company CTO Donny Mihalevich about the trials and tribulations that come with being a trailblazer in the industry.
Rob Watts: What has been the response from your customers regarding 3D print?
Donny Mihalevich: Responses are overwhelmingly focused on “How do I use 3DP in my industry?” Customers see the part or design printed and have more of a curiosity toward the output than what it takes to generate a printable file. Most inquiries are from desktop users and hobbyists. Education of 3DP is key to setting expectations so that the right solution is proposed.
RW: What uses have your customers found for 3D print?
DM: Applications for current users range from prototypes for institutional consumer products showing fit, form and function, to the actual production of metal and/or strong polymer parts that are used in industries such as aerospace, automotive and other commercial enterprises.
RW: How have you pitched the technology to potential customers?
DM: Standley is deeply rooted and invested in the state of Oklahoma. With that being said, we push to keep the outsourcing of prototypes and other parts/designs on-shore and in-state in order to protect the intellectual properties while shortening the time to market for these endeavors. Additionally, this technology supports lean practices in manufacturing. 3D printing has the potential to open up additional revenue sources within a customer’s enterprise while driving overall efficiency.
RW: Where do you see 3D print growing as far as the channel is concerned?
DM: Support from the 3D manufacturers is key to the reseller’s success, as well as educating the public and individuals trained in 3D modelling and design. The parallel with the introduction and growth of full-color digital printing/copying is extremely similar.
RW: Training of sales and technical staff at the dealer level can be a challenge with any new product offering. What steps did you take to solve this problem?
DM: When we took on 3D technology, obviously, there were large hurdles to overcome. From sales to technical training we all had to really engage in the technology and learn how to not only sell it, but how the service model works in our industry. We sent our sales and technical people directly to 3D Systems sales training courses. This was very helpful as they got a broader overview of the equipment and saw a larger variety than we had access to in our showroom. We learned quickly that a basic understanding of 3D CAD software and terminology was a critical aspect to effectively selling the product. We consolidated our new-hire search to people who had a graphic arts or design background to better speak the language of architects and engineers that are the primary users of the technology.
RW: Building on top of that, what can someone in the industry do now to be better equipped to work with 3D print?
DM: I would say to a potential dealer that the technology is very exciting and the public has a lot of interest in it. There is a significant investment by the dealer to properly manage and handle the products so understand there is a significant learning curve and your return on investment may be longer than expected. That being said, the public interest gets people into your demo room that you normally would not be able to get in the door. Though the 3D sale may take more time, it is an opportunity to show clients all the other things your dealership is capable of doing. Overall, we have been very happy with the decision to carry 3D products.
About Standley Systems
For over 80 years Standley Systems has been in the office equipment and technology business. An Oklahoma-based, family-owned company, Standleys has seven locations across the state. With a client service centered mission, Standleys focuses on more than just document production. Its managed print and IT solutions equips clients with the capabilities and processes necessary to achieve optimal efficiency and productivity.
