Intel perfects its channel sales pitch

Intel branches out with partner programme

Part of Intel's initiative is aimed at salespeople

Intel has launched two initiatives as part of its Channel Partner Programme – ­ one aimed at resellers and original equipment manufacturers and the other targeting salespeople.

Intel Flex Plus is a “straightforward update of the benefit stack available to integrators”, explained Nigel Towell, channel reseller manager for Intel’s reseller channel organisation.

Meanwhile, the Intel Technology Provider Programme is more of a break with tradition. Intel has attempted to speak to salespeople in their own language, he said, in an effort to communicate the benefits of its technology in more lucid, meaningful terms to the nation’s business decision makers.

“Buying decisions are not about speeds, so it is a lot more complicated these days,” explained Towell. “But we need to communicate the key messages to salesforces in terms they understand.

“Traditionally, we have always briefed the OEMs and hoped the techies would pass these messages on,” he explained. “In some respects, it is down to us to present the knowledge and information in the way the salespeople want,” he said.

Towell explained that salespeople ask different questions. “They want to know how the technology will make their clients’ businesses more productive, or more profitable. They always want the bottom line. Engineers want to know how it all works,” he said.

Intel claimed the feedback from the channel has been positive. “We launched it on a limited scale and the salespeople we tried it on loved it,” said Towell. “Salespeople have not had good access to knowledge, but now we can engage them on the website, the call centre and by online chat.”

Intel’s channel sales team is now busily gearing up to explain all its business messages in salesmen’s terms, promised Towell.
James Bird, chief executive of the system builder Stone Group, said: “We have got a very open relationship with Intel and we could use this. I can see how this would be a benefit. If it can help our sales team to make more sales, all well and good.”