Dell continues to drive business growth with help from its Channel

 An extensive Channel arrangement...

The widely distributed channel network of Dell (Enterprise) caters to entry-level Server, Storage, NW & WS products so far. "We intend to increase availability of these products by reaching out to higher number of cities. We are further planning to add new products in our Distribution portfolio," explains Ajay Kaul, Director & General Manager, Global Commercial Channels, Dell India. 

Dell has launched a lot of programmes to support partners in the focussed solution areas or specific verticals like VDI, Unix to Linux Migration, Workstation Strategic Partner Programme, Storage and Network partner communities. Some of the recent initiatives undertaken by Dell to improve its relationship with its partners and at the same time increase understanding of Dell’s solutions with its partners are:

*   Rebate Programme – Dell has an ongoing back-end rebate programme which is focussed on driving End-User Computing and Enterprise Products. In addition to this, Dell does have incremental incentive programme for selling Dell solution stack.

*   Emerging Markets Programme – Dell introduced the Emerging markets programme in June this year, aimed at bringing Dell solutions through partnerships with preferred partners to small and medium business customers in emerging markets. The programme is designed to upkeep Dell’s long-term focus on serving the growth markets of India. The company has identified 11 cities in India, namely Nasik, Lucknow, Coimbatore, Kochi, Chandigarh, Baroda, Nagpur, Visakhapatnam, Jaipur, Mysore and Indore where they have devised a strategy for hyper growth.

*   Acquisition Partner Programme – This programme is focussed on incentivizing Dell partners who bring new opportunities and new customer business to Dell. Based on different solution and product slabs, partners receive incentives. There is no gate for this programme and a partner can earn in relation to any new business he brings.

*   Workstation Strategic Partner Programme – This programme is focussed on key select WS solution partners community, who work in a niche area where a specific support is required by them on meeting the unique customer needs on the solution front or the product capability front.

Ajay Kaul,
Director and GM, Global Commercial channels,
Dell India

There are also various benefits that partners enjoy like – 

*   Customer recognition as a Dell Premier Partner, which gives an extra edge over competition

*   Good support from Dell Presales Team in pitching right solution to customers

*   Detailed training and certification for sales, presales and technical team, which enhances their skill set

The incentive programmes run by Dell are also some of the simplest for partners. There is no complexity as it does not run into pages and there is no need to go through a complex structure to arrive at the incentive value. Even on the incentive programme process, Dell sends its partners their achievement on a frequent basis to ensure they do not miss out on their incentives.

The various programmes for channel have to be complemented with right enablements. Knowing this very well, Dell has developed sales tools for its partners like the recently launched Enterprise Master Tool and Online Solutions Configurator that helps them create solution offerings best suited for the customers.

It is, however, important to have quality partners rather than a large number of partners, to which Ajay agrees. "We try to understand the partner priorities and skill sets and align with them accordingly. This helps in broadbasing across in newer geographies as well as getting deeper in existing areas," he says.  

The path ahead for Dell...

With its evolving end-to-end solution stack, Dell sees a great opportunity in the Indian market. "We are focussed on working with customers on business initiatives rather than IT problems. We also see a sizable contribution of our channel partners in this journey and are working closely with them to ensure a profitable relationship. With a vast product and solution offering available today from Dell, we need to ensure our programmes help partners move up in the value chain and take a consultative approach," says Ajay. 

While Dell continues to build on its Channel strength by devising channel policies and programmes that serve as the need of the hour, partners feel it is the technical and after-sales support that Dell provides to hone their skills has made an ever-lasting impact on their relationship. To transform it into a profitable entity and to bring out the most of this relationship, Dell knows it best how and where to lead its Channel. 

-----------------------------------------------------------------------------------------------------------------------------------------

PARTNERS SPEAK 

-----------------------------------------------------------------------------------------------------------------------------------------

Parag Dayal,
Director,
Dynacon

Our association with Dell is more than five years, even before the formal GCC programme got announced. One of our core strengths is System Integration Capabilities, which helps us in deploying more complex solutions and it also helps in covering the complete portfolio of Dell products which they have added in the last few years by way of acquisitions.

Our another Core strength is System Integration Capabilities, which helps us in deploying more complex solutions and it also helps in covering the complete portfolio of Dell products which they have added in the last few years by way of acquisitions. Our nationwide presence is also an added advantage to cover a large geographical area, which enables us to win large deals.

The journey so far, like any other journey, had its ups and downs, but I feel that now it has settled and we are looking forward to a road to success and we are quite confident of achieving higher heights together.

One message I want to convey is that instead of competing amongst us, to win any order, we should unite and fight against competition. There is enough business for everyone. Also training and enhancement of skill sets is another area which we should constantly keep in our mind for long-term growth.

--------------------- --------------------------------------------------------------------------------------------------------------------

Hari Krishnan,
Managing Director,
Athena IT 

We have been associated with Dell for four years now. Our journey with Dell has been a good one. It has been our best association so far. Being a Dell premium partner has led to our overall business growth. The entire platform of services that come along by being a premium partner has enhanced our understanding of Dell and also Modules of Operation of the products and Services offered by the company. Dell also provides us adequate trainings and certifications that have greatly contributed to this growth. 

We would like to tell our peers in channel business that if they are looking for a one-stop solution in the technology space, then the answer they are looking for is Dell. We intend to join hands with them and have a strategy that is suitable for both Dell and our business and thereby together bring the company to the next level.

-----------------------------------------------------------------------------------------------------------------------------------------

Vishal Sopory,
CEO,
Transtek Infoways Pvt. Ltd

As a system integration company, Transtek has been associated with Dell for the last 1.5 years. Dell was the first OEM we tied up with, when we started venturing in the “System Integration Space”. We had to go through certain certifications to graduate to a “Dell Premium Partner”. Benefits of being a Dell premium partner ranged from higher rebates, trainings, end-user events, lead generation programmes to access to various tools/resources – be it marketing, technical or qualified presales representation.

Our Journey so far has been great. Business has grown more than 100% since the time we started with Dell. Dell has one of the best industry support processes – be it After-Sales support, Pre-Sales Support, Sales enablement, channel conflict management or even as small as an order execution process. We believe that the incentive programmes launched by Dell are the simplest programmes for partners. Lastly, there is no paper work we need to do to make our incentives.

Our message to our fellow channel partners would be that “Don’t look at Dell from an opportunity-based relationship perspective. Look at them for a long-term relationship. Only then will you be able to see and experience the difference.