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 user 2005-06-14 at 11:00:00 am Views: 30
  • #11499

    Lexmark Strengthens Partner

    Lexmark is to capitalise on the success of its
    mid-market channel initiative with the strengthening of its 100% Partner
    Programme. The 100% Partner Programme was launched in September 2002 to help
    resellers meet the printing needs of businesses. It has been a success with
    resellers and helped increase Lexmark’s share of the lucrative SMB

    As part of the development of the partner programme
    Lexmark is offering reseller’s an end user promotion for their clients. The
    promotion means that end user customers of the reseller will receive 50% cash
    back on the X7170. This is equivalent to buying an X7170 at approx £63.80 ex

    This promotion gives customers a good reason to try
    the X7170 business all in one inkjet while at the same time helping to drive
    business to resellers. Lexmark has created web banners with links to the
    registration site for resellers to use, so that they can advertise on their own
    web sites. This is an example of the tools that Lexmark offers its resellers to
    assist them in driving, and developing Lexmark business.

    The 100% Partner Programme concentrates exclusively
    on Lexmark’s 360 top resellers. There are a number of new and enhanced benefits
    and margin increasing opportunities that have been put in place to allow
    resellers to provide even more value–add to their customers.

    The 360 handpicked resellers are separated into two
    groups. The first 300 are entitled “Business Partners” and have a dedicated
    account manager, access to promotions and deal support. The remaining 60 are
    classed as “System Partners” and get the same benefits as Business Partners,
    with the addition of quarterly targeted rebates, exclusive promotions and

    One of the key areas of change is the increased role
    of the telesales department in supporting resellers. The Lexmark telesales
    operation has been increased by 30 percent and is being used as an important
    first point of personal contact to develop relationships with the reseller and
    in turn increase sales.

    A summary of benefits for Partner Programme resellers

    Printer Configurator, a training facility enabling
    resellers to familiarise themselves with the various printer products and their
    options with usage hints and tips to help resellers add value to their sale

    A wide range of SMB targeted products including inkjet products with a three
    year on-site exchange guarantee, offering business owners further peace of mind

    Resellers will also be able to book Lexmark’s conference facilities and
    solutions demonstration rooms in the Manchester, Edinburgh and Marlow offices

    A dedicated partner extranet and telephone support line
    A members-only
    web site giving access to updates and exclusive offers
    Rebates of up to 5%

    Dedicated account managers
    Access to web tools such as Print Advisor,
    which enables resellers to tailor their offerings to meet the specific needs of
    Regular aggressive promotions providing discounts to resellers for
    internal use, exhibitions, as well as for their customers

    The restructure was created in response to a detailed
    analysis of the needs of resellers, which indicated that they wanted better
    margins and ways to differentiate themselves from competitors.

    As a result Lexmark has already provided incentives
    offering Siemens SK65 mobile blackberry enabled phones and iPods, providing
    resellers to with the opportunity extra incentives to their customers.

    “As a Systems Partner Lexmark provide us with a
    comprehensive support structure, which allows us to move more quickly in order
    to fulfil our customers printing wants and needs.” Mark Bayliss,

    Giovanni Giusti, UK General Manager, Lexmark
    International comments: “The new improved partner programme offering is giving
    resellers more of what they want – more promotions, more profits and more
    customer retention. We have worked really hard to listen to what resellers
    needed from a partner programme and have tailored it as a result. As part of
    this, the increased telesales operation is key our relationship with them. It
    cements personal contact and drives sales.