*NEWS*UK:HP JUMPS ON THE VALUE SALES BANDWAGON

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*NEWS*UK:HP JUMPS ON THE VALUE SALES BANDWAGON

 user 2008-04-29 at 11:45:54 am Views: 57
  • #19555
    UK:HP jumps on the value sales bandwagon
    Vendor follows Xerox, Brother and Oki in encouraging resellers to offer managed print services contracts
    HP
    has outlined its imaging and printing channel strategy for the next 18
    months and urged resellers to move from volume to value sales.According
    to Neil Sawyer, enterprise marketing manager at the division, the
    imaging and printing market has been in massive transition for 18
    months, creating tough circumstances for the channel.“We want to move
    resellers away from volume printer sales and into the value sales
    market,” said Sawyer.Sawyer outlined a two-pronged strategy. First,
    traditional printer resellers are to be invited to join the Office
    Print programme. Second, HP will invite selected resellers to join its
    Office Printing Solutions partner programme.Sawyer is particularly
    enthusiastic about the latter. “This is where we will really work with
    partners to transform their businesses. There is not much margin in
    selling printers. But resellers could create value for their existing
    clients by optimising their infrastructure.”Resellers should not be
    merely selling printers, but document management and workflow systems
    too, Sawyer argued.He added that he is keen to train resellers on how
    to offer remote management of systems and selling the concept of
    improved workflow.

    HP will be investing in creating demand for
    these new reseller services too, he promised.“We need to build a
    strategy to help customers change the way they operate. We want
    resellers to fill this gap with smart printing services. At the same
    time we are going to create a programme that helps IT resellers sell
    managed print services contracts. Then you will be able to lock
    customers into three- to five-year relationships,” he added.James
    Kight, managing director of HP partner Printerland, applauded the move,
    but warned that HP may be a little late to the table.“The value is
    definitely in contracts and providing a service that means IT managers
    can manage their costs more easily,” said Kight.“That’s what Xerox did.
    Now Brother and Oki are going to try to offer something similar. If HP
    can repeat the trick, that’s great. But it has some catching up to do.”