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Resellers struggling with growth, sales challenges: Fuji Xerox

Resellers struggling with growth, sales challenges: Fuji Xerox

Printer vendor reworks its channel program to provide better marketing support for partners

An internal Fuji Xerox survey has identified growth is a key issue faced by the Australian channel.

Australia general manager, David Borg, said the research found many resellers in the printer vendor’s partner network have relied on a “very narrow scope of business” for many years.

“Because there is so much pressure on price and print volumes falling, their business would contract if they did not go out and find new revenue streams,” he said.

Resellers also continue to struggle with creating leads that are good quality, ongoing, and consistent.

“Lead generation a key weakness in their business and a key factor where resellers needed a lot of help,” Borg said.

Finding the capability to recruit and retain quality salespeople is another challenge, particularly in an environment where the earnings opportunities are contracting due to decreasing margins.

“Now it’s about finding salespeople still prepared to go out and do the work for potentially less money the would have earned previously,” Borg said.

Opportunity within the challenge

In addition to the survey, Fuji Xerox has been going out and talking with its partners to gauge their reactions to the current marketplace.

While many partners expressed concern about the future of the printer industry, Borg said others were optimistic about the opportunities in a business environment where budgets are being reduced.

“It’s an opportunity to show customers how to be more productive and reduce their operating costs,” he said.

From a vendor perspective, the challenge for Fuji Xeros is helping other resellers to see the other opportunities that exist if they are "prepared to put in the work."

Fuji Xerox has made several changes to its partner program to further assist resellers, such as introducing the Business Builders program.

Borg said this is where Fuji Xerox partners have access to an external recruitment specialist agency, Thinking Forward, to support their recruitment, retention and rewards goals.

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

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