Back to top

Dell in distribution, new business push for partners

Dell is encouraging its channels to work with distribution and adding more incentives for new business as it announces enhancements to its PartnerDirect program including a new loyalty program for all partners working with Dell distributors, modifications to its EMEA rebate structure and a including new programs and events throughout the year.

Following the changes, registered partners working with distributors will, for the first time ever be able to access incentives, competency training courses, rewards and customer support, all of which were previously only open for resellers working directly with Dell. Additional benefits include a loyalty program which incentivises resellers for their purchases by awarding marks, which can be exchanged for e-vouchers against future Dell orders or co-branded marketing materials.

After over 500 resellers registering during an initial six week pilot stage, all partners will now have the ability to become a Dell Registered Partner through a simplified registration and on-boarding process, providing them with access to the Dell PartnerDirect portal where they can take advantage of training courses, sales enablement tools, marketing resources, deal registration, campaign materials and ongoing information from Dell.

Dell is offering partners an incentive of up to 15% for identifying and securing customers that haven’t previously worked with Dell. The incentive has been designed to encourage partners to continue to look for new customers in addition to upselling existing clients, and is available across EMEA. It says that its discounted demonstration unit program to offer Premier and Preferred Partners a favourable discounted rate on Dell PC hardware has meant over 1,200 units have been shipped across Europe and that the program has consistent growth quarter on quarter.

The Dell Software partner roadshow will be taking place in H2 of 2016. The one day event will be taking place across the UK, France and Spain to update partners on go to market strategies, company information, industry trends and the Dell partner program. Dell is hosting a number of dedicated regional partner events including the UK Solutions Conference on 6th October, in London. During the event, the winners of the Dell Partner of the year awards will be announced.

“We are always looking for new ways to reward our partners and continue to expand our working relationship. This is why we have extended the benefits available to registered partners working through distributors. This is another way Dell is showing its commitment to the channel and demonstrating that we listen to partner feedback,” says Ralf Jordan, executive director, Broadline Distribution EMEA, Dell.