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With more than 300 vendors, 150,000 products and 13 solutionsbased programs, Tech Data has robust processes and support in place to disseminate the right information to the right people at the right time. But the best processes can’t replace the human element. Part of this human element is a special group of individuals who play an indispensible role in communicating timely and accurate information to Tech Data’s customers every day—they’re Product Sales Champions (PSCs).

An extension of the Sales organization, PSCs go through extensive training to internalize critical program information that they then pass along to help VARs win new business. They’re the go-to people for deal-related questions. Authority had the opportunity to speak to several PSCs to help you learn a bit more about their roles.

Click Here To View Product Sales Champions Contact Information

Aaron Pope
Sr. PSC, Document Imaging

Responsibilities
An overlay to the entire Tech Data Sales organization, PSCs answer inbound calls from resellers, our vendor partners and internal departments. We also make outbound calls to recruit customers, cultivate relationships and support their orders. We’re trained to understand standard pricing, special-bid pricing and both the Tech Data and our vendor partners’ pricing structures. I close deals, provide quotes, answer questions, provide contacts and conduct research. I also fix problems with orders during the selling process. I’m my VARs’ biggest advocate.

Best-Kept Secret
PSCs focus on a few technologies instead of the entire Tech Data line card. This makes it possible for us to augment the Sales team’s knowledge and be the subject matter experts for VARs on specific programs and services.

Adrian Machado
PSC, Data Center Solutions (AIS Division)

Responsibilities
I offer creative ways to fit data center products into the VAR’s business model so they can increase sales. I help them on anything salesrelated with the product lines I support. I’m trained to help VARs learn about new products, promotions, deal registrations and quoting. I also help them with credit and financing options.

Best-Kept Secret
PSCs really go to bat for our VARs. There’s a lot of administrative legwork and interdepartmental relationships we manage behind the scenes to get their orders out.

Allison Callahan
Sr. PSC, HP Networking

Responsibilities
PSCs are advocates for resellers and help ensure they take advantage of the best programs and promotions offered by Tech Data and our vendor partners. We assist with certifications and help them fulfill vendor partner requirements. Simply stated, we’re the liaison between the vendors we support, the reseller and Tech Data. We’re dedicated experts and a go-to resource for information and support in simplifying the sales process. We drive business by partnering with our resellers to identify new opportunities, determine accurate solutions and maximize their profits.

Best-Kept Secret
Every VAR should get to know all 150 plus PSCs. We support virtually every product Tech Data carries. We’re a great resource and advocate for VARs at Tech Data.

Brian Weiss
PSC, Data Center Solutions (AIS Division)

Case in Point
I was working on a large data center deal for a prominent VAR and end user. One of the parts wasn’t available through the channel, so I did research and found the part in Germany. We were able to provide a complete solution that enabled the VAR to win the deal. In another case, I set up and helped develop the new Fujitsu Express Buy option for resellers. VARs can now buy a Fujitsu server solution without having to wait for products from Europe. The new program enables resellers to purchase and configure products right out of Tech Data stock at our configuration centers, which significantly reduces lead time.

Best-Kept Secret
Resellers should know we can provide bid or deal-registration pricing on even the smallest opportunities, as well as monthly manufacturer promotions.

Carlos Williams
Sr. PSC, CiscoSolutions Group (AIS Division)

Responsibilities
PSCs help VARs sell more of their vendors’ products and services. That assistance includes creating quotes and offering training.

Best-Kept Secret
Resellers should know that we can often answer most vendor-specific questions they have. They also should know that we work with the vendors on their behalf.

Case in Point
One of our VARs ordered incorrect service for some of his customer’s Cisco equipment. The service needed to be returned. While that was happening, the product didn’t have coverage. I worked with Cisco to enable the customer to get Cisco Tech Support while the old service was being returned and the new service was being ordered.

Frank Price
Sr. PSC, Digital Signage and Projectors

Responsibilities
PSCs act as liaison between the vendors, resellers and Tech Data Sales to drive growth and ensure a win-win scenario for all parties.

Case in Point
We had a two-stage rollout for interactive whiteboards for an education end user. Before the second stage, we found out that the whiteboard was discontinued and the new model would not ship in time to meet the end user’s deadline to satisfy the grant. Working with the vendor and the reseller, we were able to locate the last 10 units of the discontinued whiteboard, get them reconfigured with the correct version of the software and shipped out the same day. In another example, I worked on a video wall project that consisted of 32 ultrathin, 46-inch bezel displays. Due to the limitations of the displays’ built-in video processor, we had to configure it as two separate 4x4 video walls, and use a thirdparty software to blend the content. It took the combined efforts of the reseller, end user, vendor and Tech Data to configure and complete this solution. The wall looked amazing when we finished.

Heather Ballenger Sokell
Sr. PSC, CiscoSolutions Group (AIS Division)

Responsibilities
I help resellers understand how Cisco will benefit their business practice by showing them where they’ll see ROI on their investments. I explain the opportunities they can take advantage of by being a Cisco partner and guide them through the growth process.

Best-Kept Secret
Some of the VARs aren’t aware of the Cisco support they have available to them here at Tech Data. We have a team for Cisco System Engineering support, a team for Cisco SMARTnet support, a team for Cisco hardware support and a Cisco Education team to assist with Cisco Certification requirements. In addition, many VARs aren’t aware of the new stateof- the-art Cisco Solutions Center where we can provide live or virtual demos for either the VAR or their end user to help them close an opportunity.

Case in Point
One case in particular that stands out was a telephony-focused reseller who was up against a competitive bid and was looking for another telephony solution to offer. With the assistance of our SEs, I introduced them to Cisco’s Unified Communication family of products. The first thing I did was set up a virtual demonstration of the Cisco Unified Communications products in the Solutions Center for both the VAR and their end user. We brought in our Cisco SE support team to provide configuration assistance and to help the VAR out by adding a few up-sell items. Since pricing was a factor, I helped the VAR register in the Cisco Collaboration Breakaway Program (a Cisco promotion specific to telephony opportunities). This provided a higher discount because of the competitive products they were bidding against. Overall, this was a huge win for the reseller. We enabled them to take advantage of a higher discount promotion, provided them with the overall solution and sealed the deal by allowing the end user to see the products in a live demonstration.

Jason Grinnell
Sr. PSC, Microsoft

Responsibilities
I enjoy walking resellers through what product is needed, what licensing program to use and how to position market rebates and subsidies. Everything we do revolves around helping the VAR become a trusted advisor to their customers.

Best-Kept Secret
Resellers should be aware of our individual solution specializations and our unique position that enables us to leverage both Tech Data and our vendor relationships. We can do much more than look up part numbers and build quotes. We can help VARs sell total solutions around which they can build their businesses.

Case in Point
I worked closely with a VAR to help them secure an annual deal worth $7.5 million for a consortium of K-12 and higher educational institutions. A different reseller originally was awarded the contract, but after it turned out that they had misrepresented themselves, the opportunity was awarded to my VAR with very little lead time. We had less than a month to process new paperwork and orders. To make sure we could deliver, we developed a plan where my team, the partner and the Sales team were able to process more than 350 orders and individual paperwork for each academic institution. Working together, we had almost all 350 orders processed on time in what amounted to a great team effort.

Lowell Martin
Sr. PSC, Microsoft

Responsibilities
I provide value to VARs by delivering exceptional customer service and by being the solutions advisor for their Microsoft business. I assist them in the development and implementation of business plans to uncover opportunities and drive sales growth. I also help VARs choose the right Microsoft programs, such as the VAR Rebate, Big Easy, Solution Incentive Program and more. This helps to ensure maximum profitability. Finally, I promote business growth through up-selling, cross-selling and uncovering renewal opportunities.

Case in Point
I helped a VAR close a deal by addressing an issue with our Credit department. The end user requested annualized payments without interest. I negotiated with a vendor to cover the interest and the cost of financing, which made the cost of the product more agreeable to the customer. This led to closing an $800,000 deal.