Lexmark is set to attack the mid-market sector this Autumn with the launch of a new channel focused group, a new registered dealer programme and an aggressive multi-million pound marketing push.
The new channels group has developed the new “100% Partners” programme exclusively for channel players selling to businesses. Over five years worth of research and discussions with existing channel partners across Europe has gone into developing the programme in order to ensure it meets the specific requirements of the mid-market reseller.
Benefits of the 100% Partners programme are:
High quality sales leads from the Print Advisor section of Lexmark’s website (see below)
Accredited partners can benefit from additional margin through a targeted rebate programme
Regular aggressive promotions kicking off with a launch offer providing 50% discounts for the first two purchases of selected models
A members-only website giving access to updates and offers
Printer Configurator, a training facility enabling the reseller to familiarise themselves with the various printer products and their options with usage hints and tips
Resellers will be able to book Lexmark’s conference facilities and solutions demonstration rooms in Manchester, Edinburgh and Marlow (subject to availability via the Channel Support Line).
At the same time, a multi-million pound advertising campaign is being directed at business end users to drive traffic to resellers and Lexmark’s new website which features information on Lexmark’s broad range of printing solutions as well as the unique Print Advisor service. This service is designed to help busy companies to choose the right printer for their business quickly and easily. All users requesting to be contacted will be directed onto Lexmark accredited resellers as highly qualified leads.
Lexmark is aiming to double the number of active Lexmark resellers over the next three years and already has over 1,000 UK resellers who have expressed an interest in joining the programme.
The 100% Partner programme has already proved successful in Germany and the US, and will be rolled out in France and Italy at the same time as it is launched in the UK. The programme was recently voted the best dealer support programme in Germany where it won Lexmark ‘Certified Programme’ status with a key industry publication.
The 100% Partner Programme has been developed based on Lexmark’s valuable experience with resellers within the corporate sector (which accounts for 55% of Lexmark business across Europe) and its more recent success with consumer focused resellers. Lexmark now has an established, solid infrastructure in order to support resellers in selling to businesses of all sizes.
Lexmark Product Services and Solutions Marketing and Channels Director Jane Cronin explains: “Lexmark has been observing the business community and its relationship with the channel for some years now. We could have rushed into creating a focused SMB offer, however only now, after considerable preparation and internal reorganisation, do we feel we can offer the channel the most solid, supportive infrastructure in the industry, as well as the best products, including those specially designed for SMEs. We have worked alongside our partners to develop the most desirable and effective way of delivering to the channel, and we are committed to providing real people, real help-lines and real advice wherever needed. We have never been a faceless manufacturer and the 100% Partner programme will be no different.”
Mark Bayliss of Midlands reseller Integrex, comments, “I’ve been working with Lexmark for over seven years now and know from experience that they are committed to offering the best possible levels of support to the channel. The 100% Partner programme looks set to continue Lexmark’s industry leading channel relations with a scheme that offers increased support, extra margin and even sales leads – we will definitely be one of the first to sign up.”
Lexmark is targeting the wider business market, including small and medium enterprises, with a range of products offering great business features and high capacity cartridges for affordable running costs. In addition, the inkjet products in the SMB range also come with a three years on-site exchange guarantee, offering business owners further peace of mind.
