Might life be as good in the channel?

Guy: Our research reveals profitable opportunities hand in hand with the channel

Previously, LG has focused primarily on specialists in a particular market, such as hospitality or education. But it has decided to invest heavily in increasing its number of reseller partners and support them with a strong partner programme.

LG believes the UK is demanding more electronic innovation and style, especially in verticals such as education, hospitality, retail and the public sector where our digital signage, tailored hotel solutions and network monitors play.

We recognise that sales can be accelerated by a relationship with local VARs who know what customers want and how to sell to them. We also believe that the myriad products on the market, fast pace of change, and drive for efficiency and environmental responsibility mean businesses are increasingly looking for advice and expertise rather than a quick standalone purchase.

For example, a major hotel chain naturally goes to a third-party reseller for TVs or other electronic equipment. Even for a smaller, independent hotel, a quick trip to the high street or retail park may no longer suffice as an IT investment today requires more thought.

We understand that B2B success will depend on what we can do for the channel.
Before proceeding with our plan, we surveyed the market and interviewed existing and potential partners on the best ways to build reseller relationships.

Contrary to what we may have expected, the channel ranked sales and technical support as the most critical areas – even more important than core margin and price. Also important was how being an LG partner could improve profitability, as was whether or not LG would be easy to work with.

Part of our response was our new partner portal. This offers information from pricing and parts ordering to market intelligence, and will support resellers from sales opportunity to post-sales support and beyond.

We are also planning market development funding, deal-registration bonuses, discounts on training, access to marketing collateral such as case studies, technical and sales training, and rewards programmes. Backing this will be dedicated account managers, who we promise will be easy to communicate with and have the right knowledge.

Our sales research indicates fast-growing demand for specialist B2B products such as our digital signage. Put these together and you have the dynamics for a long-lasting and profitable relationship.

Barrie Guy is UK general manager for business solutions at LG