David meets Goliath: Slinging down the ‘small-guy’ stigma

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Challenge: Tapping into an industry dominated by large corporations can be a high hurdle for smaller companies to jump. However, point-of-sale equipment refurbisher Vision POS has strategy that helps it be more competitive with industry giants.

Founded in 1993, Vision, based in Glenview, Ill., specializes in refurbished POS equipment such as scanners, terminals and other peripherals. More specifically, the company provides maintenance and technology refresh services to help extend the life of these products.

Convincing retailers to choose refurbished POS equipment—and partner with a smaller company—has not always been easy. Overcoming this resistance, Vision elected to brand itself as a dependable supplier.

Solution: “Our story is really that of David meets Goliath,” said company CEO Frank Muscarello. While Vision’s smaller size presented a challenge in terms of acquiring new clients and competing with larger companies, its approach to developing intimate and mutually beneficial relationships with customers has helped them win the trust of clients.

Vision assigns project managers to each of its clients to ensure that all parties are satisfied with its products and implementation process. In each project, Vision includes a service level agreement that outlines service, performance and financial objectives. If these objectives are not met, the client does not pay. “We continually deliver excellence,” Muscarello said. “Other companies will never back up their efforts the way we do.”

Results: Because Vision has been so committed to high-quality service and customer satisfaction, it now serves clients such as Aeropostale and other large retailers, and has been able to convince companies that once depended on larger equipment providers such as IBM Corp. to use Vision as their POS provider. Vision’s ability to understand the client’s wants and needs has translated into success for the company. “Wins turn into other wins; success stories turn into other success stories,” Muscarello said.

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