THE FOUR-LEGGED SALESPERSON: WHY MODERN SALES TEAMS NEED BACKUP

Craig Paul
6 August 2025

Over 10 years ago, S.E. Rentals Chairman Steve Sykes recognised a growing challenge in the print industry: salespeople were being expected to evolve into tech experts as print devices became more complex and connected.

Today, that evolution is complete. Printers and multifunction devices (MFDs) are no longer just about putting ink on paper—they’re integral to IT environments, integrating with cloud platforms, CMS systems, and business software. Sales conversations now involve topics like document workflow automation, network compatibility, cybersecurity, and data storage efficiency.

As the solutions have advanced, so too has the knowledge required to sell them. That’s where the “Four-Legged Sales Call” comes in — a team-based approach where a salesperson and an IT or solutions specialist attend meetings together. This model brings together commercial insight and technical expertise to deliver more informed, confident solutions to customers.

Some businesses are even adding service technicians into the mix, creating ”Six-Legged Sales Calls”, recognising the trust and insight these frontline experts bring to the customer relationship.

But with complexity comes customer fatigue. Many buyers are overwhelmed by juggling multiple suppliers, contracts, and payments. What they really want is simplicity—a single solution, predictable costs, and less admin.
That’s why flexible finance solutions are so crucial. Without the ability to bundle everything—hardware, software, service, and support—into one manageable monthly payment, even the best solutions can stall. Smart finance becomes the silent driver behind the sale, removing barriers and keeping deals moving.

At SER we’ve spent over 30 years helping vendors stay ahead of this shift. With innovative tools like Finance Oxygen, we help sales teams offer more than just equipment—we help them deliver full, scalable solutions their customers can say yes to.

Whether your team sells with two legs, four, or six—success lies in collaboration, clarity, and a finance partner that keeps things simple.

CRAIG PAUL
Senior NSW Account Manager, S.E. Rentals
Contact Craig