Hewlett-Packard hopes by late this month to revamp parts of its website and produce a print catalogue to give small and medium enterprises a better picture of the products and services offered by its resellers.
SMB marketing manager Warwick Grey says the campaign aims to change buying habits of small and medium-size firms who tend to be drawn towards buying products at retail.
“Most SMBs shop there because they can put their hands on the product, but the products often aren’t designed for business use, they’re for consumers. Consumer and enterprise have got all the big end of the business, but for smaller resellers it has to be relationship based and it’s our job to drive demand,” Grey says.
When he began his job about two months ago, he selected 60 resellers from approximately 400 registered for HP’s Server Simplification Programme to feature in the catalogue ‘Getting Personal’. He says much of HP’s small and medium business begins with servers. However, he says the list of resellers will change and grow as others who register for the programme look to be involved.
“Small businesses haven’t been doing much with technology, or getting into the internet, because they’ve been afraid to. They don’t have to be afraid if they’ve got the right partner.”
In the catalogue, HP aims to profile resellers nationwide, particularly those with a specialty service or solution, and include a contact name and number. He cites examples such as Acquire, which caters for online ordering, and consumables specialists Office Max and Corporate Consumables. Other “key” SME resellers listed include Macleans, Portables Plus, Computer Brokers, Quay Computers and Datasouth, says Grey.
HP is redeveloping the SMB section of its website to include more product information, and a newsletter for partners and customers. It is also localising the global Personal Systems Group division website.
“We’ve done a lot of research and we’ve found that customers don’t know where resellers are,” Grey says. “People just buy ad hoc or out of a catalogue; they’re not doing it strategically.”