Dell bolsters channel program

 Dell has enhanced its PartnerDirect program including a new loyalty program for all partners working with Dell distributors, modifications to its EMEA rebate structure and additional incentives for new business including new programs and events throughout the year. All of these updates have been created to help partners, irrespective of level, grow their businesses with Dell.

PartnerDirect Benefits Extended to Registered Partners

Dell continues to invest in its distribution program with the launch of an incentive for registered channel partners sourcing Dell’s products and solutions via Dell Authorised Distributors. With over 500 resellers registering during the initial six week pilot stage, partners will now have the ability to become a Dell Registered Partner through a simplified registration and on-boarding process, providing them with quick 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 on the latest products and solutions.

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.

Incentives for New Business

Dell is offering partners an incentive of up to 15 per cent for identifying and securing partners 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. 

Channel Demo Unit Program

Over the last year Dell has been running its discounted demonstration unit program to offer Premier and Preferred Partners a favourable discounted rate on Dell PC hardware to use as part of business development activities. Since being rolled out across Europe, over 1,200 units have been shipped and the program has demonstrated consistent growth quarter on quarter.

Microsoft Platform Management Partner Advantage

As of Q2 2016, Dell has introduced Microsoft Platform Management in its Partner Advantage program. The incentive will reward partners for their sales of Microsoft Platform Management products with points to redeem against extensive online rewards catalogue[1]. The program is open to General Manager and Sales Representatives from Dell Premier, Preferred and registered partners both for direct and indirect sales. 

Rapid Recovery Demo Incentive

Dell distributors can now book their own end customer facing Data Protection Rapid Recovery demonstration with the Dell software team to help them learn about the features and functions of Dell’s new Rapid Recovery product. Since its inception over two dozen demonstrations have been booked in.

Dell Software Partner Roadshows

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.

Do More Workstation Program

Dell has introduced the Do More Workstation Program with a number of offerings for committed, certified workstation partners that have a Do More Workstation account plan in place and want to grow their Dell Precision workstation business. Included in this strategic program are the standard workstation competency and associated incentives, and in addition on top programs and tools, workstation business support and training. These partners are offered dedicated Dell Customer Solution Center visits where the invited partners can access pre-sales deep-dive workstation one and a half day agendas, free of charge. In order to qualify for the program partners must hold the workstation competency certification among other requirements.

Dell Enterprise EMEA Study Tour

In May 2016, Dell hosted a study tour in Dubai which focused on its Enterprise Solutions portfolio. A select group of partners were taken through a deep dive into how Dell is transforming the data centre, cloud strategy and top trends such as Software Defined Networking. Partner feedback has been positive, with partners commenting that the mix of technical and marketing sessions, workshops and presentations was extremely helpful in helping to further develop technical understanding and improve skills with a view to driving more sales.  

Autumn Partner Events

This Autumn Dell is hosting a number of dedicated regional partner events including the UK Solutions Conference on 6^th October, in London. During the event, the winners of the Dell Partner of the year awards will be announced. The awards, which are designed to demonstrate business excellence in delivering Dell solutions, include categories such as cloud and data solutions of the year, security solutions of the year and software partner of the year and will see winners receive a ‘winner package’ to further strengthen and boost partner business.