Dell equips partners to sell

Ayear into its channel program-PartnerDirect, Dell is already seeing its
initiative bear fruits. After the initial phase of appointing partners across
the country the company is now focusing on strengthening this group of 300 to
325 partners. “We have been very selective with our partner tie-ups as we are
clear we don't want anybody and everybody. We have created tools and enablers
for our partners to take advantage of the opportunity we have for them,”
commented Neeraj Singh, Head-Commercial Channel Operations, Dell India.
Attributing much of Dell's success over the past year to the channel, Singh
conferred that the channel was a key part of its growth in India.

In line with the company's vision, to be the number one vendor of choice for
its partners, Dell has undertaken a number of activities. For starters, the
vendor is taking feedback from the channel and investing in areas that make
sense for both parties.

Training is another area the vendor is focusing on. “On the basis of all the
feedback, we have initiated product trainings for the pre-sales and sales
representatives of partners' companies. We also have a certification program
which consists of Storage Certification, Server Certification and Enterprise
Architecture Certification programs, with the latter being the highest tier.
“The idea is to train the sales team of partners so that they are well equipped
to answer the queries of customers,” stated Singh. Six months back a quarterly
rebate and incentive program were also announced.

Taking its online support a step further, Dell is also offering an online
configuration to a select number of partners, “Using this tool partners can
configure a product as per their client's requirement and get an approximate
price,” informed Singh.

Even on the services front the vendor has taken steps to involve the channel.
“In certain regions where we don't have our service network, eg northeast, we
have allowed our partners to service customers so that they can show commitment
and gain profitability,” claimed Singh. These partners are termed as Dell
Appointed Service Providers. In the first quarter of FY 2009-10, Dell will be
launching Customer Appointed Service Providers, which would mean that even in
regions where Dell has its own setup, if a customer is fine being serviced by
the channel then he can go ahead with that particular partner.

Sharing details about the criteria they look at when selecting partner,
Sandeep Sharan, Channel Sales Director, Dell India said, “Among the things we
look at while selecting partners include their capability of providing solutions
and turnover from solutions in enterprise space. They need to have an
inclination towards Dell business.” Sharan added that they had noticed that Dell
tends to share a great match with tier-2 partners. “That is probably because
these set of partners are eager to move on to the next league,” stated Sharan.

Singh concluded that Dell was working with partners in a relationship in
which leads were being provided to the latter by account managers.

The PartnerDirect Program is divided under consumer and commercial business.
While small businesses (SBs) come under Dell's consumer business and are catered
to by distributors, the commercial business consists of public, government,
healthcare, large enterprises, corporate and medium businesses (MBs). This
business vertical is catered to by Dell's solution providers.

(Read full report on www.dqweek.com)