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Dell opens up partner programme to indirect channel

With new of price hikes on the horizon, Dell makes a series of changes to its PartnerDirect programme

Dell has announced a host of new ‘enhancements’ to its PartnerDirect programme, including a new loyalty scheme, modifications to its rebate structure and new incentives.

The US firm is widening the scope of its PartnerDirect programme by enabling channel partners who source Dell’s products and solutions via authorised disties, to access benefits previously only available to those partnering directly with Dell. Resellers will have the ability to become Dell registered partners through a new simplified process. After that, they will gain access to training courses, sales enablement tools, marketing resources and sales incentives.

Additional benefits include a loyalty program which incentivises resellers for their purchases by awarding marks, which can be exchanged for e-vouchers against future Dell orders or co-branded marketing materials.

“We want customers to be able to access Dell’s products and solutions easily, no matter where they’re located around the world,” said Michael Collins, vice president, Strategy & Channel, Dell EMEA. “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,” he added.

The PC/soon-to-be-storage giant is also offering partners an incentive of up to 15% for securing new business that hasn’t previously worked with Dell.

The changes to the partner programme follow news that Dell is increasing its prices following the UK’s decision to leave the EU.

"In line with the rest of the industry, our component costs are priced in US dollars, and unfortunately, the recent strengthening of the US dollar versus sterling and other currencies in the EMEA region, following the UK's decision to leave the European Union, will have a direct impact on the price we sell to our UK customers and partners," a Dell spokesperson said.

"We understand that this is an uncertain time for many British businesses, and we will continue to work closely with our customers and partners to provide great value products and services."

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