Xerox has outlined ambitions to grow its UK channel through a combination of methods including courting dealers currently selling rivals products.
The printing specialist wrapped up a partner event in London yesterday where 100 plus resellers from across Europe had been invited to hear the vendor's case for why they should add its line to their portfolios.
All of the resellers fulfilled the description of being multi-vendor with most not having previously worked with Xerox but having been invited on the grounds that after researching them the vendor hoped it could change their minds.
The decision to reach out to fresh reseller talent has been one of the brain child of the vendor's indirect channels group which was set up earlier this year and is headed by Douraid Zaghouani.
He said that it wanted to grow in the SME market and accepted that resellers were the key to delivering that aim and as a result it wanted to get more partners on board.
"We have a substantial growth ambition in the SME market which we want to get through indirect partners," he added "If you want to expand in SME then you have to expand your presence in the channel."
He said that as well as putting more into its existing partners, which tend to focus exclusively on Xerox, it wanted to get multi-brand resellers to sign up and would work hard to convince them of the benefits of making that decision.
"Some have started working with us but we would like more to add Xerox to their portfolios and we need to show them how we can make them money and encourage them to try something different," he added.
He said it was trying to cover areas where it was weak in channel coverage both geographically and in vertical markets.