Magazine Article | March 22, 2012

CognitiveTPG Preferred Reseller Program

By Kevin O’Donnell, Director of Channel Sales, CognitiveTPG

Empowering our top-performing resellers with business resources and sales incentives unrivaled in the industry.

How important is the CognitiveTPG Preferred Reseller program to the company and how successful has it been?
CognitiveTPG launched the Preferred Reseller Program four years ago at the beginning of an economically turbulent time in our country. The program has been extremely successful because it provides a way for our sales force to personally engage the reseller with plenty of “face time.” Even in a down economy we saw double digit growth with the majority of our preferred partners. We recognize how valuable it is to forge a deeper relationship with our partners and to provide them with the necessary product, tools, and infrastructure to be successful.

What tools do you have to help partners succeed?
CognitiveTPG provides training, support, lead generation, and online reference tools to arm the reseller’s sales team with the information necessary to win the business. It is a program designed with a personal touch rather than an off-the-shelf feel. Our program includes support from the field sales representative in addition to assigned inside sales reps who are always available to answer questions.

What forms of education do you provide to partners?
CognitiveTPG views our preferred resellers as true partners rather than just participants in yet another sales program. Training and education is provided throughout the year at the reseller’s convenience. We offer webinars, lunch and learns, on-site training, product announcements, and much more. Education and training can be custom tailored to the reseller’s expertise and market solution experience. The best part is there is no charge for the education. We also find it very effective to have our field sales representatives participate in sales calls as they can offer additional product expertise from which the reseller can benefit.

How do you help partners with their marketing?
CognitiveTPG can assist our partners with the design and creation of integrated marketing campaigns. We can also create customized collateral for the reseller.

Describe your ideal partner (requirements).
CognitiveTPG’s ideal partner is one who actually engages the end user and offers value rather than selling on price. Additionally, we like to see partners who are willing to reinvest their rebate dollars to mutually grow the business. Of course, the reseller is free to do whatever they like with their rewards. However, the greatest success with the program for everyone involved has been achieved when those rewards are coupled with CognitiveTPG resources to design and create targeted programs or promotions with the reseller and our product line.

What is unique about your channel program?
CognitiveTPG engages partners that are likely to be overlooked by many of our competitors due to their size. We are willing to take a chance on smaller VARs that we believe have the potential for growth. Our experience with this method has proven to be very successful in the past. The other aspect that makes CognitiveTPG’s channel program unique is the fact that resellers can combine their POS printer, label printer, and consumable sales toward their sales targets. The combined sales can really add up in terms of rebates, especially for those resellers that engage their customers in all three segments. CognitiveTPG is eager to work with our preferred resellers throughout the lifecycle of the partnership.

What vertical market(s) do your Preferred Resellers service?
It is across the board. We have partners that service very specific vertical niches in healthcare, banking, and government. Others that service specific geographic regions and others that service nationally across multiple industries including retail, hospitality, manufacturing, and transportation.

Contact Information
25 Tri-State International
Suite 200
Lincolnshire, IL 60069
PH: (847) 383-7900 or
(800) 732-8950