Fuji Xerox refreshes its printer partner program

Fuji Xerox refreshes its printer partner program

Printer vendor launches an improved channel initiative that features improved partner support

Fuji Xerox Printers has rolled out its new partner program, Ready for Real Business, in Australia.

Using the results gleaned from a recent partner survey, Fuji Xerox's channel strategy has been updated to make it easier for resellers to market and sell to new and existing customers.

In addition to an improved rewards scheme and training programs, Fuji Xerox marketing and channel operations manager, Anthony Toope, said it features stronger marketing, sales support and lead generation.

In particular, he expects that resellers and distributors to benefit from the Google support package on offer.

“Interestingly, there are a lot of things in Google that are free,” Toope said.

“So to some extent, we are taking those free elements, negotiating with Google about AdWords, and putting them into a package for our partners.”

Toope said it was a significant step due to Fuji Xerox partners not taking advantage of Google’s online tools.

“By setting up our partners on Google Places, which is a free service, we can enhance the marketing of their business,” he said.

“They see that as a big thing that we can provide to them, as they don’t have the expertise or time to do that.”

As for why partners may have not made use of Places or built an Adword campaign, Toope attributes it to them “not really having thought about it.”

“They have a website presence, but may have not done any online marketing beyond that,” he said.

Toope said the updated partner program helps the vendor to listen to partners to find the best customer database that matches their intent, so the reseller can then take the next step, such as funding a telemarketing program.

Working with distributors

Combined with a Visa debit auto rewards initiative exclusive to authorised resellers, Toope said these adjustments to the partner program will make it easier for the vendor to work with distributors in bringing new partners on-board.

“It gives them a process to on-board new resellers, working in integrating ourselves with a distributor to identify new partners within the business,” Toope said.

Fuji Xerox's distributors in Australia include Alloys, BMS Technology, Dynamic Supplies, Ingram Micro, Synnex and Toner Warehouse.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

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