Recently installed Oki national sales manager, Graham Harman, is giving the vendor's channel model a refresh to help grow its business across the country.
He said his first focus would be to strengthen top tier partner ranks by better rewarding resellers who sold and serviced its products. Incentives include bigger margins, training and marketing budgets.
"We've found a lot of the regional guys in particular like to service the products themselves, so we are ensuring they have Oki Service Agent status," he said.
As part of this strategy, Harman is reviewing those who have historically held service status to weigh up who was still relevant.
"Sometimes there's been issues where a partner wants to sell product, but there's an existing service centre down the road," he said. "While these are important, it's the selling of equipment which is the highest priority. So if we get somebody who can do both, we will favour them."
Harman said it was also looking to build up partner numbers in both regional and metropolitan areas.
To help drive sales, it is planning several partner initiatives. A new addition is the Challenger program, which will give $10,000 in marketing dollars to the reseller with the highest percentage of sales over budget.
The stronger focus on channel would help grow Oki's status in the broader printer market, Harman said.
"People have not thought about us in the colour market and know us for our dot matrix and fax heritage," he said. "These are still selling well but it's a shrinking island. We have to put more focus on our A4 colour and multi-function printers. Globally, we are strong in these spaces, but not as strong as we'd like to be in Australia."
Harman replaces Justin Kiesekker in the role. He comes to Oki from business technology buying group, Office National, where he was CEO. Harman co-established the group in 1999 after merging his company, Advanced Product Technologies, with two others.