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EXCLUSIVE: How WhiteGold will take its value-added distributor proposition to NZ resellers

EXCLUSIVE: How WhiteGold will take its value-added distributor proposition to NZ resellers

Country manager, Richard Crabb, details how WhiteGold will operate from its new Auckland office

Richard Crabb is sitting in the new WhiteGold Solutions office in Auckland musing on driving the value-added distributor's New Zealand and Pacific Islands operation.

Crabb should know how. He has a long history in IT that makes him perfect for the role. Prior positions across his 25 years include a spell at specialized wireless distributor and a leading global services company, Brightstar Corporation, for whom he set up an ICT distribution business in NZ, two years at Distribution Central as country manager, and a couple of spells with resellers, the security-focused Network Pro and Expert Solution Providers. And there is much more.

But that's the past, the present and short-term future is all about getting WhiteGold's New Zealand operation off the ground. The company has previously sold into the New Zealand and Pacific Islands market for some time, albeit with a limited number of vendors. Now it has an office and warehouse.

It's a big step for Australian founders Dominic Whitehand and Jonathan Odria and one they are understandably excited about. As is Crabb.

"The first stock arrives this week - from Fortinet. I'm in discussions with our switching vendor, Allied Telesis, about holding their stock as well. So , despite the office only being open for three days, everything is already happening.

"The warehouse is connected to the office so the stock will be on premise. That allows us to react a lot quicker than many other businesses can," he said.

Crabb has also employed his first staff member, former Westcon Group staffer, Paula Agnew, in an internal sales support role, and is interviewing for a sales engineer who is security focused - WhiteGold's key niche play and strength.

His initial strategy also comes down his big strength - contacts.

"I know a lot of people in the IT industry," Crabb said. Änd I do believe that people do business with people they trust. In New Zealand you have one chance with each business you deal with and if you try and manipulate them then you won't be doing büsiness with those people again. It's all about trust.

"I'll be going back through the relationships I've had in the industry and talking to those people and resellers about WhiteGold Solutions.

"The first thing I'll be talking to them about is the value-add proposition WhiteGold offers - and that is the same as it is in Australia. Those I've already met with and explained what it is about, have been suitably impressed.

"My other key point of focus for the first three months is to recruit resellers and bring them on-board."

Crabb said the sate of the New Zealand IT industry was very similar to that in Australia with broad-based distributors, particularly at the top end, having a struggle, while more niche-based distributors, such as WhiteGold, prospered.

"We'll be nimble," Crabb laughed.


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