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ICE Cable Systems Rolls-Out Nationwide Direct Dealer Program

Manufacturer Adds Executive Sales Team and Rep Network; Joins ProSource

ICE Cable Systems is making its entire line—including its PRIMAL bulk wire offering—available directly to dealers nationwide. The company also has added to its executive sales team and rep network and has joined the ProSource buying group.

“Most wire and cable are sold solely through distribution,” said ICE Cable Systems president Brian Rizzo. “The value in working directly with ICE is that dealers now have access to product, programs, and pricing at levels previously unattainable. This includes entrée to a larger and more diversified pool of inventory than typically available through distribution. All of this equates to more informed and streamlined purchasing decisions, by far the most profitable way to buy wire and cable. Further enhancing this rollout is our new relationship with the ProSource buying group, which brings ICE to the largest group of direct dealers in the channel.”

To facilitate dealer access, ICE has assembled a new sales team with Chad Russell, Zhar Ollesca, and DJ Singleton. After four years with Atlona, Russell was hired as ICE vice president of sales. In addition to his VP role, he covers the Pacific Northwest, Northern California, Southern California, Rocky Mountains, and the Chicago territory. 

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Ollesca, now in her eighth year with ICE, has been promoted to regional sales manager covering Florida, the Southeast, the Mid-Atlantic, the North Central and Southwest territories.

After stints with Crestron and Savant, Singleton has been hired as regional sales manager covering South Central (TOLA), the Rust Belt, New York Metro, and New England territories.

To help as many dealers as possible access the program, ICE Cable has appointed independent manufacturer sales rep firms,Oliver Marketing, Pacific Northwest, Northern California; Innovative Marketing, Southwest; CET & Associates, Rocky Mountains; Network Sales, North Central; Electronic Marketing Associates, Midwest; Bell and McCoy, TOLA; Orion Advanced Marketing, Chicago-area; Dorrance Supply Company, Rust Belt; C&E Marketing, Southeast and Florida; New York Marketing Team, Metro-NY; Roberts Associates, New England; Hill Residential Systems, Mid-Atlantic; and ByDesign Vision and Sound, Southern California.