Dell stawia na sprzedaż bezpośrednią? Irytacja partnerów w USA
Dell stara się o zwiększenie sprzedaży bezpośredniej w USA - wynika z informacji amerykańskiego CRN-a. Partnerzy nie kryją niezadowolenia i mówią o przejściu na HP i Lenovo.

Dell zapewnia, że jego celem jest wzrost obu kanałów sprzedaży firmy.
Dell na rynku amerykańskim dąży do wzrostu bezpośredniej sprzedaży komputerów. Zwolennikiem tego modelu ma być szef korporacji w Ameryce Północnej, John Byrne. Miał on poinformować przedstawicieli zajmujących się współpracą z partnerami, że biznes bezpośredni jest „najwyższym priorytetem” – twierdzi amerykański CRN.
Takie działania wywołują niezadowolenie zarówno resellerów i dostawców rozwiązań, jak i menedżerów Della, odpowiedzialnych za współpracę z partnerami, ponieważ prowadzi to do konfliktu kanałów sprzedaży producenta – podają źródła CRN USA.
Szefowie platynowych i wyższych partnerów Della, z którymi rozmawiał CRN USA, twierdzą, że teraz uważają Della za konkurenta i analizują opcje współpracy z innymi producentami, takimi jak HP i Lenovo.
Jeden z nich twierdzi, że jedna z jego transakcji już została przejęta bezpośrednio przez Della. Innemu odmówiono rejestracji transakcji.
Partnerzy zauważają anonimowo (wg CRN USA obawiając się rewanżu producenta), że taka strategia zaszkodzi Dellowi, a przyniesie korzyści jego konkurentom. Wywoła konflikty w samej firmie, a ta straci wiarygodność wśród partnerów. Zmusi ich do tego, by spróbować usunąć Della ze swoich rynków w celu ochrony własnego biznesu – twierdzą resellerzy.
Dell: chcemy rozwoju obu kanałów sprzedaży
Z kolei John Byrne i przedstawiciele firmy uspokajają, że nie nastąpił żaden zwrot do „opcji zerowej”, a celem Della jest nadal to, aby rosły oba kanały sprzedaży – bezpośredni i pośredni, ponieważ popyt jak i rynek urządzeń klienckich jest ogromny.
W II kw. finansowym, zakończonym w lipcu br., Client Solutions Group odnotowała wzrost przychodów o 27 proc. r/r, do 14,3 mld dol.
Cheryl Cook, starsza wiceprezes Della ds. globalnego marketingu partnerskiego, podkreśliła, że oba kanały rosną szybciej niż rynek, a „liczba rejestracji transakcji zwiększa się w niewiarygodnym tempie”.
Jeden z partnerów, skoncentrowany na segmencie przedsiębiorstw, zauważył, że w tej sytuacji niemało zależy od samych resellerów i integratorów. „Jeżeli będziemy nadal dodawać wartość, zapewniając elastyczność dużym klientom, bardzo trudno będzie Dellowi prowadzić tę działalność bezpośrednio” – podsumowuje.
Źródło: CRN USA
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