In May, Zebra Technologies released a new approach to connecting customers with channel partners. The How to Buy program offers self-service options in printing and other key product areas, connecting customers with the company’s global partner network.
Zebra Technologies’ CMO, Rob Armstrong, and Tony Rivers, president and CEO of Zebra partner Peak Technology, spoke with Channel Insider about the program and the market trends it addresses.
New “How to Buy” program empowers channel in the self-service era
The new program includes two paths to purchase, depending on the product and partner in question.
According to information provided by Zebra Technologies, customers looking at products included in the new How to Buy program have two options:
- They can click on the “Buy Online” button to finalize their transactions through an e-commerce partner of their choice in their geographical area, which has been recognized as an authorized online specialist by Zebra. In many cases, the order can be completed in just two clicks.
- They can use the “Request a Quote” button if they aren’t quite ready to buy or need additional information on volume discounts, services, integration, and consultation with one of our account managers or partners to move forward with confidence. In most cases, they will receive information within 48 hours.
In both user journeys, Zebra solution provider partners and resellers are included in the deal. For those partners included in the “Buy Online” functionality, all partners are eligible to apply for the right to participate. Eligibility for inclusion will depend on regional needs.
All partners are eligible to be included in the “Request a Quote” process, which Zebra promises will pair highly qualified leads with partners who can best fulfill the customer’s self-reported needs.
“We wanted to best figure out how we could take advantage of this shift in buying but keep it channel-centric,” Armstrong said. “We are very much a partner-focused company, and we wanted to empower the right partners to take on these opportunities.”
Armstrong emphasized that this program was built with partners in mind, and the ultimate goal is to bring more business through channel partners, particularly for those customers who are not already working with a solutions provider but are expressing interest in certain products.
For now, the company has limited products available within this new model to those it has deemed the easiest to procure and deploy within this approach. According to Armstrong, this amounts to around 90 products on the company’s English-language sites only.
Armstrong also acknowledges that this model will likely not appeal to every partner, and the company has been strategic in who it qualifies for the opportunities.
“For those who this is designed for, the feedback has been quite positive so far,” Armstrong said. “Not every partner is going to want to participate in this, but for those who see value in this model, we really want this to feel like a benefit that is available to them.”
For those interested partners, the program offers a way to capitalize on where the market is heading.
“I understand the skepticism around something like this, and some of my own team has been among those skeptics, in providers wanting more control over how customers find products and whether this is forcing us to compete for deals,” Rivers said. “But at the end of the day, we live in an information-rich world, and we defend our quotes every day as it is. This program is just a way for customers unsure of what they want to be connected with a provider who can help them.”
“I think what Zebra’s doing with this program is helpful for the entire industry, and especially for customers,” Rivers continued. “And at the end of the day, we’re all focused ultimately on what is best for our mutual customers.”
Partner feedback, initial learnings key to future iterations of the program
Various research firms and analysts all point to self-service as the future market demand, as younger buyers continually seek digital-first sales motions that mirror the experiences found in consumer marketplaces. Armstrong said that Zebra saw that as an opportunity to meet customers where they are now and where more of them, particularly in the SMB space, will be moving forward.
To Rivers, this shift is difficult for some providers to consider, but necessary if partners want to remain competitive and relevant in the marketplace.
“I think we have to evolve with the market, and the days where we would call someone for a quote and wait to hear back from them are gone,” said Rivers. “It’s important for us to be able to provide a more digital and immediate experience for customers, and this program is a tool designed to do that.”
Armstrong says the Zebra team hopes to continue to innovate alongside its partners to deliver the best outcomes for customers.
“We want to be an ecosystem enabler,” Armstrong said. “When we look at the market, for us as Zebra and for our partners, we see growth in SMB as a huge, and largely untapped, opportunity.”
While the “How to Buy” program launched in May with specific product lines and English-language exclusivity, Armstrong says the team will take learnings from this initial launch into future iterations of the program. The company’s announcement of the program suggested multi-language capabilities would be available in 2025.
He is also committed to continuing to discuss the program with the company’s partner advisory council to ensure the program remains something that benefits partners and addresses their own needs and goals.
Rivers says this commitment to continuous improvement is what he has come to expect from the Zebra team.
“My expectation is that we’ll continue to see the Zebra team monitor the program and ensure these are highly-qualified opportunities for the right partners, and I expect that over time we’ll see more products join the program,” Rivers said.
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