Client Reference Channel Program Value Proposition
Our relationship with Xerox goes back more than six years. Our most recent work has focused on development of the value proposition to print resellers in the ‘Select Partner Program’.
We applied our proven methodology, consulting stakeholders inside Xerox and in the channel.
bChannels services for Xerox
Value Proposition Definition
bChannels carried out two phases of research to define the value proposition.
- Internal stakeholders: bChannels conducted a series of interviews with business and program owners to drive out the core strengths and challenges facing Xerox. bChannels used these interviews to formulate the Xerox value proposition in to three key themes.
- External stakeholders: bChannels consulted 20 resellers across a range of markets using in-depth interviews. bChannels tested the value proposition themes with resellers. We identified vendors exhibiting best practice and the resellers’ opinions on what gave these vendors their competitive edge.
The feedback from resellers was used to refine the value proposition for print resellers within the ‘Select Partner Program’.
Competitive Benchmarking
bChannels conducted desk-based research to evaluate five competitive vendors’ programs.
Each was assessed against our benchmark template to drive out the strengths and weaknesses of each program and to give each program an overall ‘star’ rating of its value to resellers.
Program Re-Design
bChannels re-designed the channel program engagement for Xerox. We created a revised channel ‘ladder’ structure that provided a clear, accessible path for resellers to grow with Xerox.
We provided supporting tools including presentation content and a financial model for resellers to calculate the overall margin available to them by working with Xerox.
Why this matters to Xerox
In a crowded, commoditized market, resellers look beyond the financial package in order to differentiate vendors. bChannels recognises the challenge that vendors face in understanding what resellers need from their vendor relationship.
Our methodology provided Xerox with clear recommendations on how to differentiate its offering and how to structure the channel engagement to encourage resellers to grow their business with Xerox.