V. P. Sajeevan, 
Director,
Canon India

The Guru and his relation

Canon India takes pride in its extensive channel network for providing reliable, high-quality products and solutions. The main factor of Canon's Channel policy is to satisfy its customers in every possible manner. Canon strongly believes in its corporate philosophy "Kyosei", which means living and working together for a common good. Channel partners add tremendous business value to Canon. The goal of engaging with them is to enhance the last-mile selling interface with highly committed, better trained and passionate evangelists of Canon products. In fact, the channel partners are considered as Canon's Brand Ambassadors.

The primary channel relationships are nearly 380 and secondary 4,000 strong across the country, and they are forthcoming, trusted partners committed to the growth of the brand and satisfied with their association with Canon. The key word here is "stability" and it is helping both to sustain through the tough times. The Channel is the conduit to reach its end-customers of any segment. Canon is committed to helping its channel partners grow and has institutionalized it in the form of numerous programmes like Wings of Glory, Elite Circle, Channel Dialogue, Gyan Yatra, etc., which not only looks at rewarding their partners but also ensures their capacity development.

The strategy behind any channel relationship programme is to build deep involvement, high motivation and bonding of Canon and its partners with a special relationship of collaborating/acknowledging each other to help conduct "Business with Pleasure".

Corporate Policy

It is mutual benefit built on three Ts - Trust, Transparency and Tolerance. Canon draws up comprehensive policies under various parameters before entering a new market. The policies aim at harnessing the local knowledge and expertise of channel partners for a robust delivery and service network that ensure customer delight.

The mantra is to take genuine interest in developing partnership to ensure it delivers great value to the partners and also their growth. It is important for this to be institutionalized in the form of numerous initiatives aimed at capacity building, knowledge sharing and appreciating the value that as partners we bring to each other.

Converting NO to KNOW

Sharing his experience, V. P. Sajeevan, Director, Canon India, said, "One of the partners in Pune who was a box pusher and predominantly run on price edge, could not sustain for a long time since there were many other players who entered the market with similar or better price offers. He was exiting from many brands due to poor margins or low sales since he could not match the prices. We met him in one of the Channel dialogue sessions and he shared his concern on this. We listened to him and understood his concern. We probed thoroughly and mutually arrived at a solution. It was called MAHE approach. MAHE in canon is Mid and High End solution. We spent healthy time with the partner and equipped him with the FABing factor (Features, Advantage, Benefits) and made him to drive business through his knowhow strength and not on price." He could do well on upselling by probing the customer on the current applications and future requirements. He could offer technology solutions for the current and anticipated future requirements too. Today, he has been able to fortify his position in the market and bring stability in his business.

S.Mohini Ratna
mohini@varindia.com