Channel Programs: Dell Sets Performance Benchmark for Product Positioning

A lot of people wondered why we included Dell in our POWER Channel Awards for channel programs.

"Doesn't Dell sell direct?"

We included them for two reasons. First, a lot of channel providers work with Dell to fulfill product to their customers. That is channels. Second and more important, Dell sells to the same customers as the channel, but often more effectively. That is channel performance. Channel vendors and channel providers have much to gain by understanding what Dell does well.

And what Dell does the best is get quality products to users. Day in and day out Dell builds demand at the end user level. This demand is what compels reluctant channel providers to work with Dell, a company most of them love to hate. Dell's program sets market price expectations, customer quality expectations and after market service expectations. In 2004, Dell continued to change the way people and businesses bought computer technology and services. That is Product positioning in the channel.

Congratulations to Dell on earning a nomination in the POWER Channel Awards.

The Channel Pro

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