LG Electronics is reworking how it sells to businesses in the United States, revamping its LG PRO channel-partner program and, the company says, standing up a new regional sales organization as it pushes deeper into commercial displays and the mid-market segment.

According to LG, the goal is to move beyond being a product supplier toward a "partnership-oriented" model in which it designs and builds entire solutions alongside customers — shifting from hardware-centered sales to an integrated approach spanning software, services, and implementation. Across its ecosystem of resellers, systems integrators, and corporate partners, LG says it wants to replace one-off transactions with collaboration that runs from planning through deployment and post-installation support. The framing is the company's own, but it tracks a documented, multi-year pivot: LG has been steadily moving its business toward contract-based, recurring revenue and away from one-time hardware sales.

Why the Mid-Market

As a first step, LG says its U.S. subsidiary has created a regional sales organization aimed at the mid-market, operating alongside its existing industry-specific sales teams. The group focuses on mid-sized customers that had drawn relatively less attention, working with partners across the verticals LG already serves — education, healthcare, hospitality, retail, transportation, government, and corporate workspaces — and offering support from identifying opportunities through solution design and on-site installation. (LG's U.S. Business Solutions arm, based in Lincolnshire, Illinois, supplies commercial displays, robots, and EV chargers to those markets.)

The rationale LG gives is the most telling part. It argues the mid-market is attractive because decisions come faster than at large enterprises while demand for mid-to-large-scale solutions keeps growing. For a hardware company trying to learn how to sell integrated solutions, that combination — quicker sales cycles, real appetite for bundled offerings — makes the under-served middle an efficient place to prove the model before tackling the slower, more contested enterprise tier.

The Tooling: A Consolidated Portal and an AI Assistant

LG says it has also reinforced the partner-facing technology behind LG PRO. Through single sign-on on the LG PRO site, the company says partners can now handle rewards, market development fund (MDF) requests, financing recommendations, and discounts through one portal, consolidating what had been scattered touchpoints. It has added an AI assistant called Ask IQ that, per LG, uses natural-language search to help partners find information and generate customer-facing materials quickly, and the company says it will keep expanding sales-support content such as co-branded marketing assets and reseller communications.

The point of all this is friction. A reseller that has to chase rewards in one place, file MDF requests in another, and dig for spec sheets somewhere else loses time on every deal; pulling those into one portal with a natural-language front end is meant to make LG easier to sell for — which, in channel businesses, is often what decides whose products a partner pushes.

A Services Layer on Top of the Boxes

The services lineup has grown as well. LG says its LG PRO Services portfolio now spans installation support, its LG ConnectedCare remote-management service, project management, and on-site implementation, with easier access to enterprise IT solutions such as Microsoft Teams Rooms and Express Install. That portfolio is real and recently expanded — LG PRO Services launched earlier this year with a fixed-price installation service for its direct-view LED displays, its first offering under the program, explicitly framed as moving "beyond hardware."

That shift is the strategic heart of the announcement. Selling a display is a one-time transaction; selling installation, monitoring, project management, and support is recurring revenue that ties a customer to the vendor — the same logic behind LG's broader move toward subscription and contract-based businesses.

LG frames the U.S. Business Solutions push as converting mid-market potential into results through the dedicated organization and IT support. Won Jong-hwa, an executive who leads B2B for LG Electronics North America, said the company will strengthen the platform to deliver differentiated solutions to B2B customers and continue expanding its commercial display portfolio. As with most of the specifics here, that is LG describing its own strategy — a go-to-market reorganization rather than a market event — and its success will be measured later, in whether the mid-market bet actually shortens the path from hardware vendor to solutions partner.

Frequently Asked Questions

What is LG PRO?

LG PRO is LG Electronics USA's channel-partner program for resellers, systems integrators, and corporate partners that sell its commercial displays and IT products. It offers tiered benefits — including market development funds, discounts, rebates, and sales and technical support — and the company says it has now added a single-sign-on portal and an AI assistant to streamline how partners access those tools.

What does LG's U.S. Business Solutions division sell?

Based in Lincolnshire, Illinois, LG's U.S. Business Solutions B2B division supplies commercial displays and digital signage, IT products, commercial robots, and EV chargers to markets including lodging and hospitality, digital signage, systems integration, healthcare, education, government, and industrial customers.

What is the "mid-market" LG is targeting?

In B2B sales, the mid-market refers to mid-sized organizations — larger than small businesses but below big enterprises. LG says it created a dedicated sales organization for these customers because they tend to make purchasing decisions faster than large enterprises while still demanding mid-to-large-scale solutions, making them an efficient segment to pursue.

What is Ask IQ?

Ask IQ is an AI assistant LG says it has added to its LG PRO partner portal. According to the company, it uses natural-language search to help channel partners quickly find product and program information and generate customer-facing materials, part of LG's effort to make its partner tools easier to use.