Dell expands benefits to distribution partners

Dell has announced a number of updates to its PartnerDirect programme including a new loyalty scheme for all partners that buy from Dell distributors, some modifications to its EMEA rebate structure and incentives for bringing in new business.

The vendor has launched an incentive for registered partners sourcing Dell’s products via its authorised distributors. Dell says more than 500 resellers have registered during an initial six week pilot stage, where partners now can become a Dell Registered Partner through a new simplified registration and on-boarding process. They will get access to the company’s PartnerDirect portal where they can find training courses, sales tools, marketing resources, Deal Registration, campaign materials and information on its latest products.

This means registered partners working with distributors will, for the first time, 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.

“We want customers to be able to access Dell’s products and solutions easily, no matter where they’re located around the world. Our channel partners help us to provide that access in countries where we don’t have local sales teams in place and we are continuously trying to expand our network in these areas. That’s why it’s so important to us that we encourage and support our partners to help them grow their businesses – and that means offering the same benefits to all of our partners regardless of how they work with us,” comments Michael Collins, vice president, strategy & channel at Dell EMEA.

“We are always looking for new ways to reward our partners and continue to expand our working relationship. This is why we have extended the benefits available to registered partners working through distributors,” adds Ralf Jordan, executive director, broadline distribution EMEA, Dell. This is another way Dell is showing its commitment to the channel and demonstrating that we listen to partner feedback.”

There is also a new loyalty programme which rewards resellers for their purchases by awarding marks, which can be exchanged for e-vouchers against future Dell orders or co-branded marketing materials.

Elsewhere, in a bid to encourage partners to bring in new business, Dell is offering them an incentive of up to 15 percent for identifying and securing customers that haven’t previously worked with the vendor.