As Xerox builds its network of office-equipment dealers – part of a key strategy announced last year – it says many of these new dealers are discovering the power of the Xerox brand name – from opening doors and winning new accounts, to superior products and services.

Last year, Xerox said it signed more than 50 new document-technology partners in the United States and Western Europe, and says it will add a similar number of new partners in 2018.

Dealer Successes

The firm reports that Xerox dealer Automated Business Products owner Paul Archer recently won a competitive bid worth more than $1 million. Archer’s team showed the prospect how replacing their fleet with Xerox equipment could improve operations and reduce costs. It was a winning proposal, and Automated Business Products went on to install more than 40 printing devices at the site – one of the largest opportunities in the firm’s 13-year history.

Devices include Xerox ConnectKey-enabled workplace assistants such as the Xerox AltaLink and Xerox VersaLink  as well as the Xerox Versant Digital Presses. He says his firm’s local footprint along with Xerox’s technology and brand recognition offer a compelling combination.

“The Xerox name has power,” said Archer. “You don’t know the strength of the brand until you start selling it. Signing up with Xerox in 2017 was a good move for us. We’re really bullish about the relationship.”

Triangle Business Systems, Inc., one of the largest resellers in North Carolina, is also a strong proponent of Xerox since its founding in 2013.

“I believe Xerox has the best product on the market,” said Ryan Major, president of Triangle Business Systems, who also serves on the Xerox Partner Advisory Council. “I believe in the product so much, I don’t sell anything else.”

Also contributing to Major’s strong loyalty is the trust Xerox showed during his firm’s start-up phase. “Xerox was the first manufacturer to give me a shot,” he said. “They allowed me to spread my wings and they continue to provide support throughout the years.”

For example, Triangle Business Systems offers Xerox Managed Print Services, which gives dealers the choice to use their own staff or Xerox’s technicians to address customer equipment requests. Major chose to use the Xerox option, noting, “I can operate as a full-line dealer without having to hire service technicians. That is a big benefit. It allows you to get into the business without a large upfront investment.”

Triangle Business Systems recently gained certification to sell Xerox production equipment – which, according to Major, is yet another contributing factor, on top of its dedicated and hard-working staff, to a promising outlook for the company’s future.

Channel Strategy

Xerox first announced its focus on signing up new dealers last year as part of a drive to gain a larger share of the copier/MFP small and mid-size business market by increasing its multi-brand dealer base in the United States by more than 30 percent in 2017.

Last year, Darren Cassidy, president of Xerox’s U.S. Channels Unit, North America Operations, commented: “Adding leading multi-brand office equipment dealers and other types of channel partners is core to our strategy to increase our share of the lucrative and growing SMB market—as 75 percent of office-technology sales are made through indirect channels.”

To learn more about the Xerox Channel Partner Program visit: https://www.xerox.com/en-us/about/partner-programs.

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