In keeping with the rest of its business distributor Exeed is adding value to its printing products with the appointment of wide format printing specialist David Woolford. Andrew Baine, Exeed director, says Woolford’s appointment coincided with Exeed being appointed sole distributor for HP’s wide format printer range. “We knew we couldn’t treat wide format like just another printer range, that’s why we employed a specialist. The danger with distribution is to lump all your products into one category but you just can’t do that and expect to get results,” he says. Baine is adamant that Exeed won’t fall into the order taking trap and believes vendors are beginning to recognise the value in this. “Resellers need the confidence to know that if they’re going to make the investment in wide format there has to be a support and pricing infrastructure in place. If it just comes down to a price point the channel won’t make the investment, especially with the high end products.”When it comes to wide format Woolford says resellers should be aware they aren’t just selling another printer but are selling a solution that requires specialist skills.“If someone sells a printer and doesn’t sell the right accessories it can be an extremely bad experience for the customer – not to mention expensive – and has a negative effect on the reseller, the distributor and the vendor. My role is to recruit and continue to develop channel partners and make sure they understand what they’re selling,” he says.