Across the board, I probably average 12-15% margin above whatever markup management puts in before my "Sales Cost" is published. For printers & desktop A4 devices, I just want to get a bunch of them in the field running pages & making money, so I sell most of them at my Sales Cost. That recurring revenue stream & volume in numbers is more valuable than making a few extra dollars on the hardware.
On larger A4 MFPs, I'll typically have a 20-25% margin, because I typically propose them as a less-expensive alternative to A3 devices. On A3 devices, that's all over the map. Existing customers, I'll be in at 10-25% margin depending on the account. For new business, it's typically quite a bit below published cost (at least for Major Accounts with significant recurring revenue potential) & a max of 10% margin if I'm lucky in small accounts, because there are so many companies down here dropping their pants for every deal regardless of size.