Vendor admits it will have to work hard to gain channel trust for new partner programme

Dell has admitted it faces a challenge to win partners’ trust after coming clean about its channel strategy.

The former direct-selling vendor unveiled its first global channel programme last week, called PartnerDirect.

Initially rolled out in the US, the programme will go live in the UK in February.

Josh Claman, general manager of EMEA channel group, said: “Some VARs are guarded when it comes to dealing with us and that is understandable because we have a history. It is important for us to listen to what our partners’ concerns are.”

VARs will be divided into two tiers - Registered and Certified. Dell is offering a range of benefits including credit facilities, a partner portal and a deal registration scheme. To avoid channel conflict, the vendor will compensate its direct sales force for every sale it pushes indirectly.

Dell also unveiled its first certification, managed services, and plans to introduce further certifications.

“It is going to be a long journey for us,” Claman said. “It takes years to develop a successful programme, but we are doing everything we can to build a solid start in the channel.”

Sue Richards, managing director of VAR EBM, said: “Dell has to recoup its standing in the market, and what better way than to copy HP’s channel strategy. However, I think the channel will be open to listening to Dell, as no one wants to miss out on potential business.”

Robert May, managing director of Ramsac, said: “The fact that Dell is compensating its direct team is a huge improvement because channel partners will not be battling with its internal sales people. However, one of the key things Dell needs to improve on is communication.”