Issue #0525/3 - Dell might have been denying that it sells through the channel but now it is actively courting channel partners.
Contrary to popular belief, Dell UK does sell through the IT channel as well as using its infamous direct sales model.
Over the past year or so, CharisCo Printer Labs has discovered Dell PC products in several outlets in the UK, ranging from the Costco cash and carry outlets to online distribution networks.
It is reported that the largest of the UK’s dealers have sold Dell hardware for some years and that Dell needs this additional channel to ensure maximum flexibility in serving its major customers.
When questioned about the presence of product in the channel, Dell UK has always denied that it has a policy to sell through distribution and resellers and, where printers are concerned, has said that it will face that issue as and when it occurs.
It is estimated that 15% of Dell revenue comes from channel sales and it has recently been revealed that Dell is now actively courting channel partners to expand this activity.
In order to achieve this, Dell has recruited additional account managers and invited channel partners and potential partners to an open day to learn more about the company and to meet their account manager.
Whether this move is related to the anti-competitive accusations made against Dell recently or not, is a matter for debate but this move should help to de-stress the current situation by reassuring the channel that undercutting channel players with aggressive bids would be counterproductive to its relationships with its own channel partners.
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