When Tricia Sanchez, principal of C3 Tech, thinks back to the early days of her career, she recalls the rigor and prestige of working for Xerox in the 1990s. “They trained you well, you were surrounded by like-minded people because the interviewing process was so difficult,” she said. “I was going to Harvard Law School, but I was so broke. Someone said, ‘If you get a job with Xerox, they’ll teach you how to be a salesperson.’ So, I did. And it was a great experience.”
Tricia was a top DocuTech representative, closing deals with major clients, including American Funds’ Capital Group. “They brought in 12 suits for the pitch—I was so young and overwhelmed—but I sold 20 units,” she said. “I made a ton of money. It was great.”
That job changed the course of her life, not just professionally, but personally. She met her husband Tony at Xerox, where he was a manager. Together, they would go on to build a business of their own—first as successful Xerox agents, and ultimately, as independent office technology dealers and co-owners of C3 Tech in Santa Ana, California.
Today, C3 Tech is thriving in a fiercely competitive Southern California market. What sets them apart? A mix of grit, adaptability, and a deeply held commitment to customer service born from their corporate past and entrepreneurial rebirth.
From Agent to Independent
For 17 years, Tricia and Tony operated as one of Xerox’s top-performing agent owners, generating millions in annual sales. But the success came with strings. Eventually, they parted ways with Xerox. The transition was financially and emotionally taxing, but Tricia fought back, advocating for herself, her team, and her business. “It was a very tough time,” she said. “But we stood our ground, and ultimately, we got through it.”
Tricia Sanchez and Davis Tran, VP of operations, show off Sharp’s Golden Eagle Award.
With their Xerox chapter closed, the couple set out to build a dealership of their own. In late 2010, they launched C3 Tech, selling Sharp and Canon. “We didn’t know what we were doing, we were just salespeople, we didn’t understand operations,” Tricia recalled. But they learned quickly.
In its first year, C3 Tech generated $2 million in sales with just one technician. Eventually, they added a second. “We started small, but it was all organic,” said Tricia. “We didn’t buy a business. We built it.”
Embracing Managed IT Services
C3 Tech’s size, however, never limited their ambition. By 2013, the dealership was evolving. An IT director at one of their major accounts, the late Kurt Williams, expressed interest in going independent. “Tony and I were interested, so we brought him in to build an MSP practice with us,” Tricia said. “I thought it would help our copier division because it would give us legitimacy.”
Sanchez discusses the dealership’s product and services offerings with her team.
The dealership didn’t rush into IT. Instead, they followed a meticulous plan led by Williams, their new IT director. “He had every certification you can imagine, and we followed his lead, step-by-step,” Tricia said. “When we got a contract, he could accurately figure out how many hours of work to onboard them, and also ongoing onboarding.”
The dealership also didn’t take on clients that wouldn’t be a good match for them. “That’s why it worked for us,” she said. “We didn’t just buy an IT company like a lot of dealers do.”
Many of their IT customers were new opportunities; however, initially, a significant portion of the focus was on cold calling existing customers. “I had a couple of sales reps who just don’t talk about copiers; they talk about IT services,” said Tricia. “We were testing the waters. Talk about a copier. They get a million phone calls a day. Okay, how about IT services? And we found a couple of good prospects. One long-standing IT clients bills about $20,000 a month.”
Starting small and going slow was the ideal formula for C3 Tech. Williams had a variety of certifications, and the dealership could provide a variety of IT services from day one. The focus was on smaller clients, allowing the team to learn as they grew. “We had some good clients, and we did lunch and learns, which helped a lot. Our clients do testimonials for us, and that’s huge.”
The sudden passing [f Williams was a significant loss, but his legacy remains in the methodical structure he helped build. Today, two team members share the IT director role, and IT services account for about a quarter of C3 Tech’s contracts.
The dealership’s approach to IT remains grounded in right-sizing relationships and clearly defined scopes. “We’ve learned to say no,” Tricia said. The plan is to grow this segment of the business as more opportunities arise. “I don’t like to outsource, but we’re going to have to outsource some of this in order to get to the next level,” acknowledged Tricia.
Smart Growth, Loyal Team
C3 Tech maintains a strong presence in both government and commercial sectors. “Our first big win was the second-largest city in our county,” Tricia said. “Then we won the County of Orange. That was huge—1,000 copiers and now 10,000 printers.”
C3 Tech stands out as one of the few woman-owned dealerships, and its talented staff includes a strong contingent of women.
Besides traditional imaging technology and IT services, the dealership has added professional displays and security cameras to their portfolio, using these technologies as door openers to gain access to larger accounts. “Nobody wants to talk about copiers,” Tricia said. “But they’ll talk about video walls or cameras. Then we show them everything else.”
Through it all, the core leadership team has pretty much remained intact since C3 Tech’s inception. “I still have the same staff from 2013,” Tricia said. “One or two people cannot do this,” she said. “You need an entire team rowing this way. Our philosophy is to treat employees the way you want to be treated. If they’re messing up, you need to let them know and give them direction.”
During the COVID-19 pandemic, C3 Tech utilized PPP loans and hired individuals who had been previously laid off from Canon. “I’m like, ‘there’s nothing for you to do, but sorry that your company, you’ve been with for 15 years, laid you off, but come over to C3.’ That’s why our service team is so good and so loyal.”
Standing Out in a Crowded Field
Competing against larger competitors hasn’t daunted Tricia. If anything, it’s fueled her. In 2025, C3 Tech received Sharp’s prestigious Eagle Award, something she takes great pride in. “There aren’t many women-owned Sharp dealers,” she said. “They love us.”
C3 Tech’s service and IT techs proudly display their AAA Platinum Service Award from Sharp.
She’s quick to credit her team and their customer-focused model for that success. “We’re storytellers. We tell clients why we exist. We’ve been where they are. We know how frustrating it is when no one picks up the phone or when you’re transferred overseas and it’s hard to communicate with that customer-service person.”
C3 Tech’s sales process centers on building strong connections. “I’ll bring our service manager or customer care person into the sales meeting,” Tricia said. “Let them tell the client how things work here. People love that.”
It’s a strategy that’s paid off. “When we’re in a deal now, competitors get nervous. We have a reputation,” she said. “We’re just not in enough deals yet.”
Looking Ahead: Client-Centered Consulting
Tricia has a clear vision about what’s next for C3 Tech: client centered consulting.
“It means you put the client in the middle,” she explained. “You don’t tell them about how great your new widget is, whatever it happens to be. You ask, ‘What are you looking for? What do you need in your business right now?’ Maybe they need a video wall, maybe they need a phone system, maybe they need IT support, and maybe they need copiers and printers. We’ll have a conversation and put them in the middle instead of saying, ‘Here’s my list of what I can offer you.’”
The C3 Tech team celebrates their recent awards at the company’s headquarters in Santa Ana, California.
After nearly 14 years as an independent dealer, C3 Tech has weathered supplier changes, pandemics, and rapid industry transformation. Through it all, Tricia and Tony Sanchez have stayed focused on doing things their way with integrity, persistence, and a whole lot of hustle.
“I’m extremely proud. We’ve got great people, a tight management process, and a good reputation. I’m excited to see where we go from here.”
