The company's Q-rewards program establishes sales-based "debit" accounts for solution providers, depositing fees or rebates into the account directly for the channel partner, said Ralph Tang, president of BenQ, based here "We're being proactive in creating a program," Tang said. "[Solution providers] can build up money,not points but actual cash for the products they sell."

VENDOR SNAPSHOT COMPANY: BenQ America LOCATION: City of Industry, Calif. YEAR FOUNDED: 1984 as Acer Peripherals MANAGEMENT: Ralph Tang, President PRODUCTS AND SERVICES: LCD and CRT displays, projectors, plasma displays, LCD TVs, storage drives, scanners, keyboards, accessories and digital cameras.

Tang and other BenQ executives are banking on the cash-back incentive program to give it a boost in the LCD space, where prices have been falling along with margins. "The idea with the channel is, we want to be the leaders, out there in the forefront, with the programs we have," said Chris Nichols, senior marketing manager at BenQ. "We want to reward them for taking BenQ to the next level."

The program is part of the relaunch of BenQ's Qreseller program. Solution providers will be able to apply the cash-back rewards to projectors and plasma monitors in addition to the LCD monitors.

"The best thing to do is give me the thing right out of the chute cheap," said Andrew Micheli, president of LCD Outlet Center, a Menifee, Calif.-based display solution provider. "I don't like playing games. ... It's like the old saying, 'Keep it simple, stupid.' "

Micheli did, however, give BenQ high marks for its pricing and for the profitability of its systems. "They are way better than most," he said. "They have a better product selection."

Micheli said he also believes the company is making a concerted effort to improve channel relations. "I get an e-mail from them almost every day," he said.