BenQ on the prowl for 20 new UK partners

AV vendor looking to grow ranks of first UK partner programme

Audiovisual vendor BenQ is on the hunt for up to 20 more partners for its pro-AV partner programme, the first programme the vendor has launched in the UK.

The programme, called the Advanced Partner Programme, focuses on the vendor's pro-AV products. These are high-end projectors with interchangeable lenses, which sell mainly to school halls and large venues.

Chris Moore, AV product manager at BenQ, said the vendor chose its pro-AV partners for its first UK programme because the products require more expertise from partners and so need a closer vendor-reseller relationship.

"The idea behind it was to build brand loyalty with our resellers. The idea with the programme is [partners] gain access to exclusive demo kit and account management. They also qualify for better pricing. It is trying to draw our reseller base closer to us as a manufacturer, so we can work with them in terms of latest releases, spec sheets and marketing support. It's really to take the relationships to the next level and support them as best we can," he said.

"There are plans for additional programmes with some of our other products, but we feel this is a good one to launch due to the fact that we need a very close working relationship with our resellers to achieve what we want to achieve. Then we can look to introduce it into other areas of business."

BenQ has been selling pro-AV products in the UK for 18 months, having sold its lower-end projectors in the UK for around 20 years. Moore said that the new programme is being launched now because the vendor is in a better position to offer more support to partners.

"It's really to take the relationships to the next level and support them as best we can"

"We have been in this space for a little over a year and have grown quite rapidly," he explained. "We wanted to formalise our strategy and what we are doing with those partners. We feel we are in a place now where we can support these pro-AV partners even better."

The programme currently has five pro-AV partners on it, and Moore hopes to add 20 more - consisting of existing firms it works with that have yet to formally join the programme, and new relationships.

"It will be part of a recruitment drive for us. We are always looking for other people. What we are looking for is partners who will sell into that pro-AV market. It requires a bit more expertise in that area," he added.

VAR Hugh Symons has been a BenQ partner for five years, and its managing director Jo Kenny said partners were in need of the programme as a way to differentiate themselves from competition.

"It is important for us as a reseller to stand out from the crowd and offer something over and above. The programme will help us develop our expertise with BenQ. It puts us a cut above in terms of having that all-round knowledge of the product," she explained.

"From a reseller perspective, when we are investing in products and markets it is important that we have the backing of the manufacturer. It is important to know the manufacturer is going to support me in terms of training and account management."