Components vendor StarTech.com is launching a tiered channel program that will better reward existing VARs and recruit additional resellers.

StarTech.com manufactures a wide range of components, including cabling, peripherals, server racks, KVM switches and audio-visual products.

The StarVAR program, launched in February 2008, automatically enrolls StarTech.com's existing VARs into one of three tiers, Silver, Gold or Platinum depending on sales volume and on the number of product categories purchased.  Before the program was launched, StarTech.com's approximately 12,000 VARs were "all lumped together with no differentiation," said Andrew Stephen, Marketing Communications manager, StarTech.com.

The new StarVAR program gives VARs larger rewards based on annual sales volume and the amount of StarTech.com product they sell, a great incentive for resellers to sell more customers larger solutions that incorporate more StartTech.com products, Stephen said.

Stephen said he hoped the new program would attract new resellers who'd been fulfilling their components orders through other sources like CDW.  He said StarTech.com was a "one-stop shop" where VARs could go to complete their solutions with cabling, peripherals racks and accessories.

"They can consolidate their product purchases under one vendor and still get that fulfillment through whichever distributor they prefer," he said.

Tanya Collison, manager, Customer Service and VAR Sales for StarTech.com, said the program was also focusing on providing more up-front benefits to partners, including a revamped partner portal with a customer referral tool, free sales and technical training, free product samples and promotional materials. She added that these were tools VARs asked for to be able to close more deals and generate more business. 

"We're supporting them proactively rather than being reactive when they come to us with an issue," Collison said.

All StarTech.com resellers are automatically placed in the Silver tier, and receive free phone, e-mail and online tech support. All partners also have access to marketing and sales collateral and sales training materials. Partners at the Gold level receive all Silver level benefits as well as free quarterly product samples and promotional materials, while Platinum partners receive priority tech support and on-site training.

StarTech.com products are available through all major distributors, including Ingram Micro, Tech Data, Synnex and D&H, and any product purchases VARs make through distribution also count towards their sales volume goals, Stephen and Collison said.