VAR Dynamic Technologies Europe (DTE) is putting all its eggs in the Cisco basket and investing £1m in growing sales of the vendor's technology.
As part of the investment, the reseller is looking to bring on board eight dedicated Cisco salespeople and three technical staff. The company is also close to securing the lease on an office three times the size of its current Milton Keynes digs and hopes to move before the year's end.
Sales director Gary Dobson claimed that, contrary to reports from the market's leading integrators, there are good margins to be made in today's climate.
"Last year was a big year for us in Cisco," he said. "Those dinosaurs are all moaning about margins going down, but we are making more money out of Cisco than any other product – more than HP, IBM, VMware [and others]."
Dobson claimed sales heads have already joined DTE from larger rivals including Calyx, BT and SCC and some have arrived direct from Cisco. He stressed that the VAR prides itself on its attractive commission structures.
"Everything starts with the sale and we want the best sales guys on board," he said.
DTE is also investing in a new network operations centre and wants to reduce use of third-party service providers as it develops skills in-house. The firm aims to nigh-on double sales to £8m this year and is hoping to generate 40 per cent of turnover from services.
"I want DTE to be a £20m company in a few years," said Dobson. "But we always want to keep that small company mentality."
The reseller also recently signed up to Cisco's Avant Garde Plus sales and incentives programme. It has been set a target of selling $3m worth of kit and services through the scheme in its first year.
The Cisco Premier partner is working towards gaining all the vendor's Advanced technology badges and will then look at gaining its top-end Master accreditations. Striving for Gold-level partnership might come in the fullness of time, said Dobson.
"Are my customers going to benefit from us having a shiny badge?," he said. "I do not think [not having it] is a hindrance at the moment."
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