Panasonic Helps Partners Weather 'Tough' Times

In a time of economic uncertainty and crisis, Panasonic Computer Solutions gathered with its partners and rolled out several new programs to help solution providers continue selling rugged products.

The rugged computer maker gathered its partners in Scottsdale, Ariz., for its 10th annual Toughbook Premier Partner Program Summer Session, where Sheila O'Neil, vice president, channel sales, helped roll out new programs for the channel and ensured solution providers that the company was listening to their concerns during these challenging economic times.

"We've been focusing with our solution providers on different ways to sell Toughbook products and increase products, particularly during the economic downturn," O'Neil said.

At its partner conference, then, Panasonic unveiled several new initiatives designed to help solution providers continue to sell products, which, admittedly, come at something of a price premium.

Panasonic is making subtle but important tweaks to what O'Neil calls its "rules of engagement" for solution providers looking to bring new business to the vendor.

"Our partners already receive a price advantage when they bring business to us because of the time and work they put into developing the potential sale," O'Neil said. "The changes we're implementing to the ROE program now provide the same advantages for solution providers bringing us net new business."

In the past, gaining special pricing required solution providers to complete a few different activities, including applying for a demo unit, setting up meetings with the vendor's field sales team at customer sites and having a formal presentation with an end user explaining why they should choose Panasonic.

The new changes to the program -- which will be formalized sometime this month -- will streamline the process and allow solution providers to get the pricing advantage from the very beginning.

For Bill Presler, managing partner for DataSource Mobility, a Clarksville, Tenn.-based solution provider, getting special pricing for new business is a reflection of the work and resources that he puts in on behalf of both his own company as well as Panasonic.

"I'm thrilled about the new rules of engagement," Presler said. "I invest a lot of time and money getting the right solution to clients, and without some sort of program like this, that is much riskier for us. But this shows a high level of trust for me from Panasonic."

The vendor also is extending its leasing program until January of 2010, allowing solution providers to offer hardware to customers with no payments until the New Year.

"The extended leasing program takes effect immediately," O'Neil said. "Customers and solution providers who get paperwork in quickly can take advantage of new hardware for nearly three-and-a-half months with no payments."

Presler sees the lease program as a compelling argument to make when trying to put a solution in the hands of a customer, noting that many customers are planning on putting off purchasing until next year. With this no payment lease program until the end of 2009, solution providers have more ammo to use, he said.

"Some customers are certainly in a holding pattern right now," Presler said. "But this is a tool I can use to go to a CFO or someone making capital budgeting decisions and say: 'Look, you can get the unit now and pay next year.' That's powerful."

Panasonic also rolled out a new pricing promotion that cuts the price on Toughbook 52 and 30 by 5 to 10 percent. According to O'Neil, the move was spurred by listening to solution providers and not hiding from the fact that Toughbook hardware comes at a premium price.

"We wanted to make sure our partners are not being held back or hindered by any pricing issues when they go up against competitive products," she said. "We knew it was time to get competitive."

The discount program is currently running and will expire on Sept. 30.

"Everyone likes to hear about getting a discount," Presler said. "This could open a few more doors to selling a few more Toughbooks, and those numbers can be significant."

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