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HP puts printer dealers through their paces

Vendor begins new series of training for partners selling its IPG products

HP believes investments it is making in partner training will help the channel win new, high-value business.
HP believes investments it is making in partner training will help the channel win new, high-value business.

HP has kicked off a new regional Partner Sales Academy for resellers carrying its printing products by holding a seminar in Dubai. The move is part of the vendor's efforts to help partners win what it calls "new, high-value business".

HP's printing portfolio contributes a hefty portion of its profits and the company is eager to ensure that partners have the expertise and know-how to stand out from the competition.

"We understand the value in providing customers with cost effective and cost-reducing solutions and for that reason it is imperative that our partners are equipped with the skills to demonstrate this to them," said Ernest Azzam, laser and enterprise solutions business manager at HP Middle East's Imaging and Printing Group (IPG).

Around 45 of HP's top printer resellers participated in the two-day UAE training session, with the goal of developing the skills needed to propose and deliver solutions to customers.

Sales representatives were involved in activities to unravel the sales process and look at it from a new perspective. They learnt to comprehend and implement the shift from a product-focused sales approach to a true 'contribution' methodology, which HP believes adds more value to the working environments of their customers.

 The training was taken by IT learning provider Exceed.