Tripp Lile: Canadian VAR program paid off.(Company Business and Marketing)

Tripp Lite is crediting its hands-on approach to the reseller channel for its recent success in the Canadian market.

Chicago-based Tripp Lite recently announced that its Canadian sales rose 35 per cent last year. The momentum is continuing in 2000, with first quarter sales up 69 per cent over the previous quarter in 1999.

Taking a page from Compaq and HP's channel strategies, last year Tripp Lite introduced a Preferred Partner program offering the usual mix of co-marketing funds, discounts and sales training. According to John Eboli, the vice-president in charge of Canadian sales, the simple VAR program was key to the company's recent growth.

"You basically try to out-hustle the competition," he said. "That's really what all preferred reseller agreements with manufacturers are all about."

Perhaps more importantly, Tripp Lite increased its physical presence in Canada by opening satellite offices in Toronto, Ottawa, Montreal and Vancouver. Eboli said hiring staff for these offices was difficult, particularly in Toronto. Until recently, Tripp Lite's Toronto office employed a sales specialist who designed marketing programs and handled product replacement, but Kern Paul, one of the latest members of the team, represents the channel-driven approach the power ...