LEXMARK UK STRENGTHENS PARTNER SUPPORT

[Anonymous]

Lexmark Strengthens Partner
Support

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
market.

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
VAT.

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
training.

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
include:

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
customers
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,
Integrex.

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.

[Author]

June 14, 2005 at 11:00 AM