EXCLUSIVE: Dell intensifies channel play with new partner program

EXCLUSIVE: Dell intensifies channel play with new partner program

New channel program is named Dell Partner AdvantEdge

Dell A/NZ channels and alliances general manager, Geoff Wright

Dell A/NZ channels and alliances general manager, Geoff Wright

Dell is increasing its efforts with the channel with the launch of a new partner program, Dell Partner AdvantEdge. Partner AdvantEdge is a partner’s sales representative loyalty, points based incentive program created exclusively for Dell channel partners.

Dell A/NZ channel and alliance manager, Geoff Wright, told ARN the new partner program is another example of Dell becoming a channel centric vendor and is part of the build of its PartnerDirect partner program.

“One of the key things we need to have is incentives to help our partners sell Dell and think of us. This is another part of our PartnerDirect partner program that we have rolled out. We want to give back to our sales and technical people and channel that are loyal in selling Dell products and services.

“We’re going to provide them with a range of different things, from cinema cards to gift cards from large department stores, coffee machines, Xboxes, PS4s, fitness gears, TVs etc. that they can redeem with points,” he said.

According to Wright, these incentives and rebates can redeemed from points earned from selling different product sets and activities across Dell’s product and service range. This includes

“It’s one of those programs where different times will focus on various product sets. So, for example, Intel and Microsoft are our partners and part of the focus will be on the products we sell with them. In the same way, we will have focuses with our other partners such as VMware, or APC.”

General managers, sales and technical pre-sales representatives from Dell registered, premier and preferred partners are eligible to register on the Partner AdvantEdge program. They need to register on the Partner AdvantEdge website and complete the registration process.

This program is also open to Dell’s recently launched Engineers Club, which is a program for engineers in the channel. Part of that, for getting certifications, they too can earn Dell Partner AdvantEdge points.

The channel partner program is not tiered and is open to all partners.

“All of our partners, from the smallest to the biggest, will have access to this. It is also not limited to the partners that work with us directly but also includes all the partners that work with our distributors – Dicker Data, Hills, Avnet, and Ingram Micro,” he mentioned.

In addition, the tools and programs offered will not vary that much from what has been offered in Dell’s other existing partner programs.

“We’re trying to make everything work from the same program, so it will have the same look and feel as some of the existing programs we have. This is just an additional incentive program for sales and technical people.”

Wright also said this move makes the company one step better at being a channel vendor and move to where it should be in terms of value.

“To be a channel-centric vendor, we need to do this; we need to not just act as our competitors do but be better than them. That’s our goal. To do that, we’ve got to make sure that we offer to our channel partners all the incentives and rebates that they need to be profitable when working with Dell,” he added.

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