Xerox Seeking to Add 60 New U.S. Multi-Brand Dealers, Training Thousands of Resellers

CRN recently published an article by Michael Novinson, who interviews Darren Cassidy, president of Xerox’s U.S. channel group. According to Novinson, Xerox, which wants to grow its U.S. print-focused partners by 25 percent in order to expand into the small to mid-size business (SMB) market, is seeking to do so by convincing multiple-brand office-imaging dealers to represent Xerox’s portfolio.

Cassidy told CRN: “Our coverage for our brand isn’t enough. We are spending a lot more money driving demand into the channel.”

Xerox currently is working to add 60 new multi-brand dealers to its base of roughly 185 to 190 dealers in the United States, but “only adding these dealers in places where it needs more share, ” Cassidy told CRN that Xerox “is going to great lengths to ensure it doesn’t over-saturate particular markets.”

On the other hand, Xerox plans to expand its exclusive agent base by adding between 10 and 20 new agents to its existing base of 300 U.S. agents. Existing agents however are also preparing to  take on post-sales support responsibilities for the first time, according to Cassidy.

Xerox is said to be also training thousands of new resellers – often IT services-companies that don’t exclusively focus on printing – in its distribution-led volume channels and adding them to its existing base of 6,000 to 8,000 resellers, Cassidy said.

The CRN article goes on to discuss case samples of dealers who are expanding their Xerox offerings, visit CRN here for more.

In March, CRN had reported that Xerox will spend some $100 million in 2017 to acquire more multi-brand copier/MPF dealers and then convert them into Xerox-exclusive dealers, as well as gain entry into emerging markets. CRN stated that Xerox and its Global Imaging Systems (GIS) business group plan to continue to buy independent, multi-brand dealers, and then convert them to dealers focused only on the Xerox copier/MFP brand, according to Bill Osbourn, Xerox’s chief financial officer.

Accrording to CRN, Osbourn said that these dealers usually only cost one-times their annual revenue, and that Xerox “has historically enjoyed a very good return from these deals.” Osbourn said the Xerox “will continue looking for opportunities to carry out multi-branded resellers acquisitions not only in the United States, but also internationally, in 2017 and beyond.”

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