Monitor Vendors Tempt VARs

In a highly competitive market, monitor vendors are trying to entice the channel to sell their products via channel-program incentives.

For example, in 2004, Samsung Electronics America, Irvine, Calif., expanded its Power Partner Program (P3), which gives VARs the opportunity to earn cash bonuses, increase their margins and win high-end Samsung products by selling Samsung display and printer products. Another program, P3 SMB Focus, provides incentives for VARs who sell to small and midsize businesses. For every five units of Samsung display or printer products sold by a solution provider's salesperson to a small or midsize business, the salesperson receives a $25 deposit to a Power Cash Debit Card. And Samsung's Big Deal Cash Back Program, which offers incentives and additional margin for volume sales, is aimed at VARs who sell to midsize and corporate customers. The program consists of a rebate for the company and a spiff payment for the individual sales representative who secures the deal.

For its part, ViewSonic, in Walnut, Calif., over the next few months will provide solution providers with special LCD offers, such as buy five, seven or nine and get one free; price reductions on selected models; spiffs across all product categories for reseller sales reps; Web-based training programs; and special demo pricing.

NEC-Mitsubishi Electronics Display of America, Itasca, Ill., offers a suite of reseller programs. ChanneLink is the base program, which is aimed at sales representatives. In addition to incentives, ChanneLink provides sales tools, education and qualified sales leads to reps. The company also offers vertically targeted programs designed to boost profits and a solution provider's business. These include the GovClub program, which supports the government and education marketplace.

Finally, Elo Touch Systems, Menlo Park, Calif., is developing an incentives program for resellers that will include rebates for salespeople and a point system to reward top sellers. Elo expects to roll out the program by the end of the first quarter, says Bill Nulf, director of channel sales. "We're looking to embrace the VAR," Nulf says.