Using Norm Cards to Benchmark Customer Spend and Win Business
One of the most powerful tools in the RS4 sales strategy is something called a Norm Card. While many dealers may not be familiar with the term, the concept is straightforward—and the impact is significant.
In simple terms, a Norm Card is a benchmarking reference tool. It shows what a typical business of a certain type and size should be spending on key consumables like ink, toner, office supplies, breakroom items, and janitorial products. By comparing a customer's actual spend against this benchmark, dealers can quickly identify savings opportunities and guide the conversation toward value and efficiency.
Think of a Norm Card as a financial snapshot of expected spend. It's built using industry data, customer purchase history, and real-world pricing. Norm Cards are usually segmented by:
Industry or vertical (e.g., legal, healthcare, manufacturing, education)
Business size (number of employees, print volume, or devices)
Spending categories (e.g., toner, office supplies, jan-san)
Each Norm Card creates a realistic expectation of what similar businesses spend over a given period. When a customer's actual spend deviates significantly from the norm, it raises a flag—and creates a valuable opening for dealers to step in and offer guidance.
Many customers don’t have a clear picture of what they should be spending. They may over-order, order inefficiently, or fail to consolidate purchases. Norm Cards provide a credible, data-backed way to help customers see where their procurement processes are costing them more than necessary.
For dealers, this does three important things:
Establishes expertise – You’re not just quoting prices; you’re sharing industry knowledge.
Builds trust – You’re benchmarking fairly, not pushing unnecessary products.
Creates urgency – Customers don’t want to be the outlier paying more than their peers.
Norm Cards are introduced early in the RS4 conversation—right after the initial concept is presented. The dealer explains:
"Here’s what we typically see businesses like yours spending."
"Based on your size and category, your target spend should be around ."
"If your actual spend is higher, let’s figure out why and fix it."
This approach is non-threatening, consultative, and focused on helping the customer.
Once the customer is engaged, the dealer can ask for historical purchasing data to validate the Norm Card and build a custom scenario using the RS4 Planning Calculator. This turns a general benchmark into a personalized plan.
One of the most powerful assets a dealership can develop is a library of Norm Cards across key verticals. Over time, these become:
Repeatable selling tools for business development
Training resources for new reps
Trust-building devices in competitive accounts
Dealers can even use anonymous case data from current customers to refine and expand their Norm Cards, making each new conversation more impactful.
Instead of leading with a catalog or a price quote, Norm Cards allow dealers to lead with value. They shift the focus from "what do you need today?" to "what should you be spending overall?"
It’s a smarter way to position your dealership as a strategic partner—and to help customers make better decisions about everyday business purchases.
Coming Up Next: Learn how to validate RS4 savings scenarios using customer data and the RS4 Planning Calculator.
Related Reading:
RS4 Calculator: Validate Savings & Build Trust: The RS4 Savings & Planning Calculator turns abstract savings potential into real, data-driven projections, helping businesses build personalized savings plans.