Toshiba refits loyalty to capture education

Toshiba Business Communications Division (BCD) has revamped its partner strategy and is on the hunt for resellers to target the education, health and recruitment sectors.

The telephony vendor has pledged to concentrate on and reward partner loyalty more, rather than just focusing on sales figures.
Tim Webb, general manager for BCD, said: “We have helped to grow a number of partners from one- and two-man outfits into successful multimillion-pound corporations. We want to follow in their footsteps.”
The target is 24 new recruits in the next year, with 15 partners actively selling Toshiba kit. Toshiba operates a three-tier channel consisting of Authorised partners, Experts and Elite partners.
“The key to success in our channel is support and incentives on our part and dedication from our partners,” added Webb.
“Resellers can only achieve Elite level if they are highly skilled, well trained and fanatically loyal to the vendor,” warned Adrian Old, managing director of VAR Voice Services. “Loyalty to the Toshiba brand is important - so is the level of business.”
Toshiba’s computer division has enjoyed far better market penetration in education than BCD.
“Education is a crucial vertical market for us,” said Webb. “We are also keen to make advances in the recruitment and health sectors.”
The higher level partners will be rewarded with co-op marketing funds and the company has upgraded its incentive scheme for channel sales representatives.
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