Ingram guns for WA after negative feedback from resellers

Ingram guns for WA after negative feedback from resellers

Distie’s warehouse space to double in Perth as resellers get more customer focus and localised stock

Ingram Micro has begun a push in Western Australia after reseller feedback indicated a need for more customer focus. The distie is looking to double its Perth warehouse space and has hired a new local sales manager for SME.

Ingram Micro WA SME sales manager, Kellie Petersen, said her appointment signalled the start of a drive to grow market share and revenue in the Western state.

“A lot of feedback from partners over here was that we weren’t doing what we needed to do in the WA market and that was obviously getting through to the right people,” she said. “I started in the branch here just over a month ago after coming from the Sydney office and it’s very much a back to basics approach to customer service and getting the stock into the warehouse.

“It’s about promoting stock we’ve actually got here… the delays and the timeframe meant you had a week’s shipping from Sydney. It makes a big difference being able to get stock the next day.”

Perth-raised Petersen said she was slowly getting more positive feedback from resellers thanking her for Ingram’s improving service.

“People are excited that we’re actually starting to get something done and that we’re improving the customer experience,” she said.

Petersen said there was plenty of room to expand in WA. With DickerData, Synnex and Express Data all competing in the state, she claimed none dominate the market.

“I think the market has been underserved,” she said. “There’s a lot of competitors on the east coast that are getting market share over here and that’s market share we can keep local if we do what we need to do right.”

The sales manager said the WA branch would have backup as needed from the Sydney office and that Ingram had 25 staff based in Perth at the moment. No more would be added.

Although Eastern States are getting ready to move into the cloud, Petersen said WA resellers were still largely box-movers.

She said while the channel there was very aware of the trend, it was cautiously observing how the cloud plays out in other Australian markets.

But Petersen cautioned against expecting a sudden spurt in sales growth for WA and said Ingram was aiming for a gradual increase.

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