Email exposes Dell channel plans

Direct vendor strengthens channel ties

Dell is further strengthening its channel relationships after inviting selected resellers to attend a partner-centric event next month, according to an email leaked to CRN.

The email revealed that the PC vendor plans to hold an ‘executive briefing’ at the end of August to discuss with a ‘select number of partners’ their ‘capabilities and appetite for engaging with Dell’.

Paul Cawley, VAR sales at Dell UK, who sent the original email, declined to comment.

But the vendor told CRN in a statement: “Dell works with VARs when customers ask us to, but we still keep our direct relationship with the customer. This helps ensure we can effectively respond to customer needs.”

The August event will include a channel engagement overview, service and support overview and a factory tour. Partners will also be given the opportunity to meet with their Dell account manager.

Dell had maintained that it was a direct-only vendor, but in December it was forced to admit the existence of its UK services channel after a Context report named it number two in PC sales through corporate VARs, some of which it had deliberately recruited (CRN, 6 December).

A channel source close to Dell believed that the event could result in the unveiling of a formalised channel structure.

“Does Dell really understand the channel if it is planning to hold a meeting on the last day of the month? It is my understanding that Dell already has 400 resellers in the UK, but that they are treated the same as end-users,” the source added.

One reseller who asked to remain anonymous, said: “I can’t understand why any channel partner would work with Dell. It sells on price not product.”