The VAR Guy had a chance to sit down with Synnex President and CEO Kevin Murai at this week’s Varnex conference in Orlando to talk about the ways in which Synnex is empowering its SMB resellers and how it utilizes community feedback to drive the direction of its distribution business. Here is what Murai had to say on Varnex, the importance of the company’s channel partners and more.

On working directly with the customer
Synnex is more focused on perfecting its line card of several hundred vendors rather than nominally increasing its selection of partners each year, Murai said. When asked what the difference in philosophy was between other distributors and Synnex in attracting new resellers, he noted Synnex is interested in working with best-of-breed customers and ultimately translating the benefits of those partners to the end user.

“There is so much opportunity in enabling existing partners,” said Murai. “It’s not just about attracting new ones … it’s about how much they collectively grew, which is by helping vendors grow faster than the market.”

Murai continually stressed how important it was that Synnex remain involved with its customers on a personal level to help them achieve perfection within the channel. Additionally, he said the only way to stay ahead of the curve is to not just sell to partners, but also understand what their businesses are all about.

“Customer intimacy is a big, big part of why Synnex has been successful,” Murai said. “Having a deep and keen understanding of our partners’ businesses rather than just being a source of supply [is essential]. We want to be very closely tied to our customers’ businesses.”

On the importance of Varnex
More than many other similar conferences, Murai said Varnex is designed to help bring small VARs together in a central place where they can network and learn from each other to improve the way they do business. By honing in on the Synnex SMB community, Varnex gives company executives the chance to hear questions, comments and complaints directly from their network of sellers.

“We have geared our investments around what we’re hearing from them,” said Murai. “They really do run this community.”

On growing Synnex’ business in 2014
Synnex is focused on key vertical markets such as the public sector to expand its influence within the channel as a means to grow in 2014, Murai said. He also touched on the company’s recent partnership with Google (GOOG) to expand its Chromebook program in the K-12 market as a way to improve the management of the online experience for students.

Synnex’s Red, White and You conference next week in Orlando will feature more information on its public sector plans for 2014.

Most importantly, Murai emphasized Varnex—and Synnex as a whole—is about getting feedback directly from resellers to improve its SMB dealings. For nearly 10 years, Varnex has focused on giving partners more ways to influence the company’s business directly and empowering them to make decisions to help their own businesses grow. And beyond the technology being sold, Murai said he is dedicated to hearing from the members of the channel that have helped to make Synnex a success story.

“At the end of it it’s a people business,” said Murai. “And we wouldn’t be in business if we lost sight of that.”