Sony Electronics recently started embracing the solution providers channel after spending a great deal of time and money on direct sales to consumers.  Now VARs are enjoying Vaio as part of their businesses.

Spokespeople for Sony stated that they decided a couple years ago to start direct sales to businesses in order to bring solution providers and business end users to the ranks along with consumers.  The company had a call center designed to deal with sales calls to end-user businesses, but had not fully realized how to market it or interactively attract them.

As soon as Sony decided to offer Vaio indirect, it spend several months retraining call-center staff, based in Austin, Texas so as to be more equipped to handle the specific needs of solution providers. 

Sony’s fiscal year begins in April, and by that time in 2006, Sony had figured out how to build a real channel model.  Unit shipments grew 23 percent from the previous year, and sales rose 26 percent.  The laptop market grew, but the solution providers channel is what really boosted the company.

Sony has also created revenue incentives for partners and solution providers, including loyalty and cross-selling within a variety of Sony product lines, including projectors and notebooks.  Sony is also trying to merge programs for different business units in order to allow for easier sales by partners of products in different product lines.

Blogged By:  Computer Consulting Kit