Allied Telesyn International has begun rolling out a new channel strategy which was planned to both entice new resellers and entrench existing ones.
Designed to support ATI's entirely indirect channel structure, the new ATI Registered Reseller Program will provide resellers with access to material to assist in the selling of ATI equipment.
"It is a very competitive marketplace," says ATI's sales director for Asia Pacific, Vic Whiteley, "And we've got to differentiate ourselves from the others. It's not a virgin territory - everyone has a relationship right now with somebody. So the first question is why would we change?"
Whiteley says he hopes to attract resellers to ATI on a number of grounds, including pricing, product spread and technology. Once registered, companies will also have the option of dealing directly with ATI. "The sales organisations of these groups will sell what's easiest. They sell the product where they get the best support, and the best sales assistance. So we're out there now trying to convince people to move over to our product either through a distributor or directly through us."
Resources available through the program include sales tools, marketing programs, support, product information, lead generation, customer service and training.
Whiteley said ATI has given added incentive to fast starters, by offering an extra 3 per cent margin to partners who order $US10,000 or more in the first 90 days. He said ATI will also train partner channel staff within 30 days.