For an electronics retailer or direct-sales organization, forming strategic partnerships is one of the keys to long-term growth. In Canada, that typically means a distributor or reseller agreement with one of the "Big Three" telecom companies, such as Alberta-based Telus. The company's rapid growth and visually distinctive branding -- every ad featuring colorful animals on a stark white background -- make it an attractive choice for potential partners.
Choose Your Channel
Telus' offerings fall into two broad categories, wireline and wireless. It provides landline telephone services to business and domestic subscribers in Alberta, BC and Quebec, and related services including DSL or fiber-optic Internet and digital television. Nationally, Telus is also a major player in the cellular and mobile data market. Retailers and direct-sales organizations in most of the country connect with Telus through its wireless division. In Telus' wireline markets, the options are broader. You could complement TV and home theater sales with digital TV packages, for example, or sell whole-home bundles including telephone, television and Internet service.
If you're in one of Telus' three wireline markets, and have a product line that complements the firm's offerings -- or plan to expand into complementary areas -- the company provides a simple application form on its website. The key question on the form is, "Please explain why being a Telus authorized dealer is of interest to your company." This is the equivalent of a potential employer asking, "Why do you want to work here?" so be sure to have a well-thought-out answer. Telus will be in touch within four business days, to follow up with you and request any further information that might be needed to determine your suitability.
Applying to become an authorized dealer for Telus' wireless products is both simpler and more complex. Getting started is as simple as sending an e-mail inquiry to the Authorized Dealer Program. The company's representatives will contact you to discuss your areas of interest and expertise, and to assess your company's potential as a partner. You might be asked to provide sales figures and year-end financials, if you're an established business, and explain why you want to add Telus to your existing offerings. If you're a new startup, the quality of your business plan and the depth of your pockets can be factors.
Hitch Your Wagon
If you're in the market for a telecom partner, Telus can make a solid case as the provider to work with. Though still smaller than its rivals, cable carrier Rogers and fellow telephone company Bell, its 2013 earnings made it the fastest-growing of Canada's communications giants. It surpassed Bell in its number of cellular subscribers that year, and was one of only a few phone companies worldwide to generate revenue growth though its wireline services. Those are signs of a company doing many things well.
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