Seagate wants more resellers to sell high-end kit

Seagate’s global distribution review will not affect Australia but the vendor will be driving new reseller initiatives around its high-end hard drive range, according to its regional boss.

Managing director Asia-Pacific for sales and marketing, Teh Ban Seng, was in Sydney this week to celebrate the hard drive giant’s 30th birthday and was keen to promise a significant boost of resources and training for Australian resellers.

“We intend to maintain and step up our engagement with the reseller community,” he said. “We can’t go into the details of how much we put into channel investments, but it’s a fair amount. [The increase] will be a decent amount.”

All Seagate resellers and distributor will have one united goal to upsell customers and target quality users, rather than mid- or low-end hard drive buyers.

“We want to drive the more profitable products. That means selling the more high-end, high-performance products and educating customers on the merits of that,” Ban Seng said.

Retailers that sell products to the consumer market can also expect a helping hand as the vendor is aiming to boost sales outside major chain stores.

“We see tremendous opportunity in retail consumer products. These have largely been sold through big retailers like Harvey Norman and Officeworks,” Ban Seng said. “We believe that there’s a big market among the reseller community and that they can expand their portfolios.”

But the managing director was keen to emphasise that this did not represent a move to sell directly to resellers and stressed the importance of distributors.

Instead, Ban Seng said he would push distributor to encourage more resellers to sell products and support online stores.

“We generally leave it to our distributors, but we do have engagement with the top resellers. But we’re not going to do direct transactions with them, it’s more of a support role,” he said.

Seagate has been working to reduce the number of distributors it partners with globally, but Ban Seng said Australia would be unaffected.

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