“What’s in a name?” is a common question channel partners have when they learn about the redesigned Xerox Global Partner Program (GPP) and the new routes-to-market and naming conventions. Now, more than ever, the power of a name and its value is a critical differentiator as today you often greet buyers who already know what they want with plenty of reviews, commentary, and articles just a mouse-click away!
How do we know? Throughout the planning and implementation of our new partner program, we spoke at length with partners, slipped their shoes on, and from an outside-in point of view, discovered these challenges and roadblocks. The collaboration further proved exceptionally helpful in aligning GPP to Xerox partners’ current routes-to-market models.
What customers want
Successful Xerox partners use solutions to open doors and close sales. They sell copiers and printers to accompany those solutions, but it’s the solutions that solve problems, save money for the end-users and differentiate Xerox partners from the competition. “How can we bring efficiencies to your business?” is the question Xerox partners can answer to increase sales and foster long-term B2B relationships.
How customers view partners
Xerox GPP was developed in order to standardize our route-to-market platform so partners, no matter their location, can build a thriving business. We looked closely at routes-to-market through that global lens and in doing so, learned critical information. In the US, for example, the word ‘dealer’ is received well but in Europe it has a negative connotation. The desire to conjure up positive images for end-users and align partners with their level of expertise became a focal point for the Xerox GPP team.
Same great partners, new improved titles
Choosing universally accepted names was a fun puzzle to solve and Xerox field employees joined our mission to make sure our new naming convention was spot on. That’s how Authorized Dealers became Document Technology Partners, a name more reflective of their print-centric and managed print services expertise they possess to open doors and close deals. We maintained our mono-brand naming conventions – Agent and Concessionaire; and introduced new titles – Solution Provider and Volume Partner, all designed to match our partners’ expertise and differentiate them from competitors.
Differentiation and distinction on two levels
First, the Xerox GPP team helps re-brand partners with new badges and plaques aligned to showcase Xerox partners as ‘problem solvers.’ Then, armed with new titles, partners can leverage materials, tools and resources available through Xerox GPP, to start conversations with current customers and open doors with prospects.
Dedicated to your success
In the beginning, we set out to give Xerox partners a standardized global platform upon which a thriving business can be built. Every aspect of GPP, including our dedication to choosing new titles, works to align partners with buyers. Xerox provided materials, resources and tools within GPP make demand generation and sales easier from the partner’s perspective because our collective success is directly linked to the success of end-users.
Feedback, comments or suggests for the Xerox Global Partner Platform team? Please comment below. We look forward to hearing from you.
New Improved Titles Explained:
Agents
North American mono-brand specialists dedicated to selling Xerox® products and services. Experts in document management and equipped to provide the full range of hardware technology, software, managed services and financial solutions. Backed by Xerox, they can also deliver post-sales and technical support.
Concessionaires
European mono-brand specialists dedicated to selling Xerox® products and services. Experts in document management and equipped to provide the full range of hardware technology, software, managed services and financial solutions. Backed by Xerox, they can also deliver post-sales and technical support.
Document Technology Partners
A network of resellers that are authorized to resell Xerox® products and services and can provide support options that include Xerox® managed print services as well as access to Xerox® technical, financial services and solutions support.
Solution Providers
Information Technology experts providing IT-centric solutions to businesses. Partners who provide the full range of Xerox® office printers, MFPs and supplies. They may also sell select Xerox® managed print services.
Volume Partners
A reseller, typically web-based or phone-based, who carries a broad range of business products and technology, including the full range of Xerox® office printers, MFPs and supplies. They may also sell select Xerox® managed print services.
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