Distributor Drive Control Corporation (DCC) recently appointed Farhad Alli as its new WD and Crucial Product Specialist. Alli is charged with managing the full range of WD and Crucial products, providing internal sales staff and resellers with support, assisting them with product issues, driving sales, managing stock and more. No newcomer to DCC, Alli has been with the company since 2008, providing him with a strong understanding of how distribution works and a thorough knowledge of DCC’s operations.
Alli launched his career with his first position at an IT company as a procurement manager where his passion for all things technology grew. He garnered 14 years’ experience in the IT industry including a tenure at The Core Group, official distributors of the Apple brand where he focused on retail sales before joining DCC as a Retail Account Manager in 2008.
Says Alli, “My IT background in retail and distribution served me well and I was ready for a new challenge. I was excited to take on the role of Product Specialist, providing me with the challenge of not only managing the WD and Crucial products and brands but also growing their market share.”
The hard disk drive (HDD) market is a burgeoning one and the latest developments in this arena such as solid state drives make it a dynamic one. Strides are also being made in drives that are purpose built for particular applications and environments, creating greater product segmentation. Ali believes this is creating significant opportunities for resellers and retailers to leverage HDD technology and he will focus on providing them with the necessary training to sell the products with confidence whilst ensuring the correct product is sold matching the customer’s exact requirements. He is also charged with managing stock, ensuring a balance between supply and demand is maintained and aligned to market trends and requirements.
“My dedication to customer service and establishing strong relationships with resellers will allow me to add value to the channel. I am proud to be part of the WD and Crucial team at DCC and together with my dedicated colleagues, we will contribute to the success of our resellers,” concludes Alli.