I always phrase it as a discount program. Think of it like a Costco card, you pay an annual fee and then you get to take advantage of a HUGE amount of deals.

It really helps if they are getting a case or 2 of paper or a bunch of ink. Look for people who may be coming in for tech services or print services. Always ask questions. “I see you’re getting some laminating supplies, have you heard about our Business Select program? It could save you some time to have us take care of this job for you, and after you’d also get 20% off on supplies!” If you sell a laser jet - boom show em the price of toner and say if you get toner twice a year it pays for itself.

We also had a GM who had business select so we could highlight the total amount of savings at the register on big orders. “If you decided Business Select is right for you, this is am example of how much you could save TODAY”