Tech Data takes to the road to educate resellers

Tech Data’s yearlong ‘Build VAR business with Tech Data’ initiative has reached over 5000 resellers around the Middle East in its first six months.

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By  Matthew Southwell Published  June 4, 2002

Tech Data’s yearlong ‘Build VAR business with Tech Data’ initiative has reached over 5000 resellers around the Middle East in its first six months, according to the company. Designed to build reseller’s technical skills, increase their ability to add value and enhance existing relationships, the programme has included more than 30 seminar sessions in the region with vendors such as Cisco, Intel and USRobotics.

Eliot Shepherd, marketing director at Tech Data, explains that the initiative is all about communicating “a new value proposition to a huge portion of the channel.” This ‘value proposition,’ he adds, has been tailored for each reseller their needs vary between and within the region’s markets.

“We have succeeded in doing this because of our unique approach in building value add in the channel: customisation of training programs based on new technologies and resellers needs along with attractive cross-selling capabilities from our various business units,” he says.

According to Tech Data the seminars have, thus far, received good feedback from the resellers. Haider Merchant, systems sales manager at Al Moayyed International, explains that this is because Tech Data is able to address specific individuals within his organisation.

“General seminars talk to a general type of audience whereas customised seminars talk to the needs of a specific target audience; technical trainings talk to our technical people and sales training talk to our sales people. With Tech Data, all we have to do for example is call them up and ask for a product training on Veritas software, in a specific area, and they will bring it to Bahrain,” he says.

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