Channel marketing spools success for Oki

As a manufacturer that sells 100 per cent of its products through resellers, the ongoing challenge for business printed communications company Oki Systems is to continuously strive to improve its reseller relationship. And that, explains Martin Ebbage, sales director at Oki, can only happen if the company is fully committed to understanding and responding to the challenges that resellers face.

'Our resellers are not just selling our product,' states Ebbage, 'they are responsible for the delivery of our brand.' It has therefore always been Oki's priority to create and maintain strong relationships with its resellers - relationships based on open communication to ensure mutual profitability.

Lines of communication

At a time when profit margins for resellers are being increasingly squeezed and there is greater competition in the marketplace, specialist brands needs to understand what will motivate their resellers to advise the customer to purchase their products above the household names.