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MGE UPS SYSTEMS is a global provider of power quality solutions designed to increase the availability and uptime of mission-critical applications or processes, from a simple desktop PC to a large Internet Data Center or a semi-conductor manufacturing plant. Jason Koffler, UK Channel Manager, MGE UPS Systems, discusses the company's strategy and the market potential for UPS resellers.

What is your route to market?

For along period of time MGE UPS Systems has worked with the channel in the soho, enterprise and SME market. Our route to market is embedded in a strategy of marketing the MGE brand on-line and in strategic publications in order to create pull from the end customer. However in addition, this approach is backed up by a campaign of MGE working with selected end user accounts directly which purchase via the channel. This process ensures that the partners receive run rate orders and end users receive guidance should they require it on how to develop an overall UPS strategy for the mission critical IT, telecom or industrial application. An overall strategy includes upgrade paths whether its for power rating, communication options or maintenance call out contracts with planned maintenance visits built in.

Our research has revealed this approach is quite unusual even in this day and age. In addition our current partners have stated they really appreciate the backing we're putting into the channel. Whether this is the technical bulletins we're developing for our approved partners or our open days which allow our partners to see some of our larger solutions and how they add value to their customer offering.

Why do you think partners and customers choose you? And, why should new partners choose to work with you?

Channels partners like MGE UPS Systems because of the individual attention we give to each account. This attention starts with partner specific training courses, tailored marketing programmes, attending sales presentations and customer visits. The support we provide to our registered channel partners is only limited by how far both parties want to take the relationship. Putting it simply no matter when you require help, you'll always find MGE ready and willing to help.

New partners, find MGE a very open and honest company and this is reflected even in our .co.uk web site which features a customer comment section. After all if we're not getting your feedback good or bad it can't be a partnership

How do you support your channel?

Our strategy for supporting channel partners is firmly based on a foundation of providing the right support for the type of partner we're working with. So for instance this may be on-line technical information, support via the phone or additional marketing assistance. We even provide tailored product training with hands-on experience to enable the partner to sell the product with confidence.

What benefits and incentives do you offer to your existing partners/new partners?

Our Privilege Partner Programme provides an exclusive number of benefits to approved channel partners, whether these are rebates, reduced lead times on certain products and leads. Overall whenever we've worked with a reseller we typically manage to increase the number of skew's sold and also help the partner increase their margin.

An excellent example of our incentives for the last week in April are shown below (promotion terms and conditions available on-line) -

On the 25th day of April..MGE gave to me.. 5% cash back on ALL orders
On the 26th day of April..MGE gave to me.. 10 Amazon voucher with any PDU product
On the 27th day of April..MGE gave to me.. FREE music CD with any order
On the 28th day of April..MGE gave to me.. FREE iPOD Shuffle with any orders from our Pulsar Extreme range
On the 29th day of April..MGE gave to me.. FREE MGE fleece on all orders
On the 30th day of April..MGE gave to me.. FREE CL5 on EVERY order



At what times of the year do you recruit new partners?

We are always glad to talk to new partners and always carry out the discussion through a 'discovery' meeting process, which allows both parties to discuss all the requirements of the partnership. This ensures that suddenly no hidden surprises 'pop up' and we like to discuss everything from a marcom programme, to incentives to stocking policies and even bonus awards for reaching stretch targets.

Do you want new partners now?

Yes, please call us via our national channel telephone number 0845 077 1945

or

Alternatively partners can register via our web site at http://www.mgeups.co.uk/privilege/index.php and we'll call you back very quickly.

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