Xerox OPB to increase channel dealings

Resellers urged to join eXtra2 branding programme

Xerox Office Printing Business (OPB) is aiming to double its channel business by encouraging more resellers to join its eXtra2 channel branding programme.

eXtra2 awards resellers four- or five-star status, with five-star resellers qualifying for a designated account management team and automated sales leads. All resellers in the programme receive sales incentives, product training and information about product promotions.

Xerox OPB is working with its distributor partners to increase the number of its resellers and encourage existing resellers to do more business with it, said Flora MacGillivray, the firm's UK and Ireland marketing manager.

"The aim is to increase the top tier of resellers by 50 per cent, both in numbers and in amount of business done with us," she said. The division is also working with resellers to allow them to sell services, such as printer management and email alerts, she added.

Xerox OPB was formed after parent company Xerox bought Tektronix's Colour Printing and Imaging Division (CPID).

Ashley Ford, UK, Ireland and Benelux sales director at Xerox OPB, said: "Xerox has a really strong brand but I think it is fair to say Xerox OPB has never really captured the channel."

Ford admitted that the acquisition of CPID and the creation of the OPB division had led to some logistical problems, but said these were now behind the company.

Alex Ward, Xerox manager for distributor Midwich, welcomed the rebate scheme. "These logistical problems went away a couple of months ago. It was rough for a while but I think Xerox has come through it," he said.