I’ve been in this business long enough to recognize a pattern. Every few years, the industry dusts off old features, slaps on a new label, and calls it a revolution. Remember how Managed Print Services was supposed to change everything? It could have—but instead it was gutted by over-promises, vendor spin, and a race to the bottom on clicks and toner.
Now it’s happening again with Ai.
I recently read a marketing piece claiming Ai is “transforming” copiers and printers. The examples were familiar: predictive maintenance, scan-to-workflow routing, toner optimization, and centralized fleet reporting. Good features, but hardly new. They’ve been in the field for years, only now they’re being paraded around under the Ai banner.
Here’s the problem: when salespeople take that brochure language into the field, prospects see right through it. Nothing kills trust faster than parroting hype. And once you lose credibility, it doesn’t matter how good your proposal is—you’re done.
That’s why I built two practical tools for sales reps:
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The Translation Document: Strips out the buzzwords and reframes each “Ai breakthrough” into real business outcomes like less downtime, reduced waste, and smoother workflows.
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The Field Guide: A one-page cheat sheet with discovery questions, objection busters, and three sales actions that keep the conversation grounded in what customers actually care about.
These aren’t written for management decks. They’re built for the person sitting across from a prospect, trying to turn a conversation into a contract without sounding like the industry’s marketing department.
Because at the end of the day, it’s not about Ai. It’s not about clicks or features. It’s about saving customers time, reducing stress, and helping them run smoother businesses. That’s where trust lives. That’s where deals get won.
— Celeste Dame 🚀ðŸ§
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