Dell Deal Registration Pilot Ready For VARs

Dell's new channel chief said Monday that the once direct-only company is expecting to launch a pilot deal registration program for VARs within thirty days, and that when it rolls out a broader channel program it would be a much different model than competitors offer.

Greg Davis, vice president of Dell channels for its Americas region, told CMP Channel that the company was also actively considering a unique online element to future program offerings for solution providers. At the same time, he acknowledged the Round Rock, Texas-based company has much work ahead of it to build its indirect business.

"The (channel partners) we have today are very vocal about how we can improve," Davis said. "They tell us, 'You need a deal registration process and program, and you need a wall so, as I register deals, I can go comfortably and know you're not going to compete with me when they've been approved."

Davis took his present post after running Dell Canada and, before working for Dell, as an executive in IBM's PC channel operations. He has been charged with delivering on the company's promise to expand its efforts at working with value-added resellers and solution providers. Even though it has billed itself as the direct company, Dell currently does $9 billion per year in sales through indirect channels and has viewed the channel in North America as one of its hottest growth areas.

In the interview, Davis suggested the company would look hard at tapping into the success it has had selling and running logistics online, and try to find a way to launch a unique web-based solution for the channel.

Since Michael Dell said in May that the company would shift its focus to work more with commercial and retail channels, many solution providers haven't held back in their skepticism that PC maker was actually sincere in engaging resellers.

"We've got a lot of process work to go through," Davis said. "We're a big company, which is why I want to test it before we do a broad-based (deal-registration program.) We want to roll out a great product to win mind share with the channel. You will not see an identical program to others', a me-too program. It would not leverage what we do best."

Davis said he has had no difficulty engaging with solution providers and bringing them into the architecture of the forthcoming channel plans. "No one has refused my call, or not returned an email," he said.

At the same time he knows that 23 years of a direct-sales heritage means there is no easy road ahead. Many in the channel would agree.

NEXT: Registration or not, partners still wary of Dell