APC replenishes Middle East partner programme

Existing APC partners have been given a six-month window to transition to the vendor’s new partner programme

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By  Andrew Seymour Published  May 3, 2009

Existing APC partners have been given a six-month window to transition to the vendor’s new partner programme following its launch in the Middle East this week.

The UPS and cooling services outfit has radically altered the programme by changing its structure and offering a greater range of incentives for members. It has also put in place methods to ensure opportunities are mapped to the most appropriate partners.

VARs will be able to develop sales and engineering competencies in power, cooling, security and environmental management by joining one of four tiers — Registered, Select, Premier and Elite — that are designed to be more reflective of today’s business challenges.

“The entire programme starts at Registration level and will require partners to register on our website and go through two or three hours of web-based training, which will get them to that level. That’s a very interactive and reachable target,” said Thierry Chamayou, business development manager for the Middle East, Turkey and Pakistan at APC.

He says that VARs must take additional online training to move up each tier, while Premier and Elite partners additionally need to undergo in-depth classroom training.

The Elite certification will also accommodate partners that specialise in data centres, large data centres and business networks such as critical power and cooling services — rather than simply categorising partners under a general data centre solutions tag as it did before.

Chamayou insists partners can expect much more in the way of dialogue with APC from the new programme, as well as access to advanced sales skills and technical skills.

“There is greater focus on reseller empowerment and enablement — they will get access to a database of marketing tools, best practice sharing and reward programmes depending on the level of partnership,” he said.

One significant new aspect of the initiative is the Partner Opportunity Programme, which is being introduced to convert potential business into concrete leads that can be allocated to partners with the necessary competencies. APC plans to evaluate each reseller’s core business, areas of expertise and future ambitions as part of a comprehensive profiling exercise.

“The introduction of the new channel programme is something that has been tuned internally, at a wider level, for all regions of the world,” said Chamayou. “After the merger [between APC and MGE] it was very important for us to come back to our market and align our competencies with the wealth of new partners from both an electrical and IT background that we were capable of touching.”

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