New Multi-Brand Dealers Flock to Xerox Due To Open Platform, Broad Portfolio, Active Recruitment

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Norwalk, Conn.-based Xerox said it wants to grow its U.S. print-focused partners by 25 percent as it aims to penetrate the small to midsized business (SMB) market. The plan? Convince partners who are representing multiple brands to consider Xerox's broad portfolio and new open platform.

"Our coverage for our brand isn't enough," Darren Cassidy, president of Xerox's U.S. channel unit, told CRN. "We are spending a lot more money driving demand into the channel."

[Related: CRN Exclusive: Xerox To Roll Out Vertical Workflow Automation Apps To North American Partners]

Xerox plans to add 60 new multi-brand dealers to its base of roughly 185 to 190 dealers in the U.S. Xerox is only adding these dealers in places where it needs more share, Cassidy said, and is going to great lengths to ensure it doesn't oversaturate particular markets.

The growth of the Xerox-exclusive agent base will be more modest, Cassidy said, with the company poised to add between 10 and 20 new agents to its existing stable of 300 agents in the United States. More significant growth is occurring within the headcount of Xerox's existing agents as they prepare to take on post-sales support responsibilities for the first time, he said. 

Xerox is also training thousands of new resellers in its distribution-led volume channels and adding them to its existing base of 6,000 to 8,000 resellers, Cassidy said. These resellers are often holistic IT services firms who do not focus extensively on the print space.

Advanced Business Solutions currently leverages one set of vendors like OKI and Canon for multi-function printers and other equipment and a different set of vendors such as Intellinetics for document management software and services, according to President Adam Gregory.

But sourcing equipment and services from separate vendors made it hard for the Jacksonville, Fla.-based print dealer to provide end clients with the full picture, Gregory said. 

"It's almost like double selling," Gregory told CRN. "We were looking for someone that could bring all of those parts together." 

Gregory said he first met with a Xerox representative in March to learn more about the company. And when the largest product launch in the vendor's 110-year history came along later that month, Gregory said he was particularly impressed by the ability for partners to provide and customize their own applications on Xerox's open platform.  

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