Dell shifts strategy to boost sales

 

DELL Inc, the world's second largest maker of personal computers (PCs), is on a major blitz to engage commercial resellers and retail channels via its PartnerDirect programme, a shift from its traditionally direct sales strategy.

The shift allows the computer hardware giant to make the Dell brand available easily to a larger segment of people, especially the small and medium business (SMB) sector which conducts a significant part of its business through the channel.

Dell Global BV (Singapore branch) general manager for South Asia, Ng Tian Beng, said sales via solution providers are beginning to be among the company's fastest-growing and most promising.

As such plans are in place to grow the channel approach faster than its overall business since it offers a wider geographical coverage.

Since the programme was launched, Dell has seen a 70 per cent increase in yearly revenue from the channel.

"Those are not only outstanding business results, but outstanding use of a new technology tool to support that business," Ng told Business Times.

"By working with solution providers who have unique capabilities, Dell better meets the needs of businesses that want to own our products but have specialised service, software integration, or outsourced information technology (IT) needs or who just prefer to buy through their local IT provider," he added.

PartnerDirect is Dell's global programme, aimed at strengthening relationships with channel partners, providing customers with more choice, flexibility and value.

Dell and its channel partners are focused on delivering reliable, easy to manage, scalable technology solutions at the very best value, Ng said.

PartnerDirect is dependent on a strong, dedicated and equipped network of channel partners that enable customers to reap the business benefits of their technology investment, especially the SMB segment which does a significant part of its business through the channel.

Dell Malaysia managing director Ang Yee Beng said the PartnerDirect programme is a critical part of Dell's business in South Asia, and in 2008, indirect sales made up of more than 37 per cent of Dell's total earnings in South Asia.

In taking the channel strategy to its next level, Dell created its Partners Advisory Council (PAC), which held its most recent meeting in Kuala Lumpur last month, aimed at further strengthening strategies to deliver greater value to customers.