New Multi-Brand Dealers Flock to Xerox Due To Open Platform, Broad Portfolio, Active Recruitment

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By Michael Novinson – Norwalk, Conn.-based Xerox said it wants to grow its U.S. print-focused partners by 25 percent as it aims to penetrate the small to midsized business (SMB) market. The plan? Convince partners who are representing multiple brands to consider Xerox’s broad portfolio and new open platform.

“Our coverage for our brand isn’t enough,” Darren Cassidy, president of Xerox’s U.S. channel unit, told CRN. “We are spending a lot more money driving demand into the channel.”

Xerox plans to add 60 new multi-brand dealers to its base of roughly 185 to 190 dealers in the U.S. Xerox is only adding these dealers in places where it needs more share, Cassidy said, and is going to great lengths to ensure it doesn’t oversaturate particular markets.

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Xerox Brings Together Channel Partners to Experience the Future of Work; Grow Revenue and Enter New Markets