Benq charts out customized programs for partners

Benq India Ltd is rolling out separate tailor-made programs for each of its
Benq Premium Partners (BPP) and Benq Partners System Integrators (BPSI)
according to their business patterns.

The company’s field staff will interact with partners and understand the
products sold by them before devising a exclusive and suitable package.

Says Pankaj Pamani, "We feel that tailor-made programs are more
successful than generic schemes wherein a partner is expected to merely sell a
certain quantity of products."

The specialized schemes are devised looking at the volume of products sold by
the partner and products that the company wants to promote aggressively during a
quarter.

Benq is also planning to categorize its channel network based on the products
sold by partners. Explains Pankaj, "The same partner cannot focus on all
our products like LCD monitors, CDROM drives, scanners, optical devices and
digital products effectively. This is why we are contemplating segregating them
depending on the products they are concentrating on."

The company had recently organised its Mumbai channel meet in the middle of
the Arabian Sea. Says Pankaj, "The objective of organizing this meet was
solely to help partners get away from the tensions of everyday business and
interact amongst themselves. This was not a sales or marketing meet, but was
actually a meeting ground for partners."

VINITA BHATIA, MUMBAI