Dell EMC Negotiations Guide


It’s often said that negotiating without leverage is another form of begging, yet we commonly observe enterprise buyers approaching Dell EMC purchases with little time to execute a deal, no Dell EMC alternatives, and no valid reasons for the sales rep to offer a better, more competitive Dell EMC price. Dell EMC’s sales teams are masters at executing their “land-and-expand” strategy, getting a foot in the door, winning over users, spreading across business units and processes, and growing their footprint. These activities occur as the sales team actively works to remove any and all sources of leverage you may have.


This Dell EMC negotiations report will focus on these key categories specific to Dell EMC deal execution to maximize leverage in your next Dell EMC deal:


1. Developing a Favorable Dell EMC Deal Timeline


The average Dell EMC deal requires 6 - 12 months of prep work in order to achieve a competitive outcome and Dell EMC price. This section details all the Dell EMC deal activities and best Dell EMC practices that need to be taken to create and preserve negotiation leverage. With an organized strategy around each of these activities, buyers can approach Dell EMC negotiations from a position of power.

2. Creating Dell EMC Deal Options and Alternatives


There are many alternatives and deal options available for buyers aside from Dell EMC competitors. We dive into all Dell EMC motivations and how each can be utilized by the buyer to improve their Dell EMC price. Dell EMC alternatives and options discussed in this section include:

  • Dell EMC Product Growth: Dell EMC reps will be motivated by different product growth options. Understand how multiple Dell EMC proposal options can put the customer in the driver’s seat when dictating Dell EMC price and cost.

  • Dell EMC Displacing Incumbents: The storage space is highly saturated, increasing the rivalry between top tier storage players, like Dell EMC, HPE, IBM, NetApp, and many more. Learn how you can take advantage of this rivalry to achieve better Dell EMC pricing.

  • Dell EMC Deal Timing: Dell EMC is driven by key fiscal year dates. Learn how to manipulate Dell EMC deal timing through acceleration or deceleration of execution dates to motivate your sales rep to provide the best Dell EMC deal outcome for your organization.

  • Dell EMC TLA Licensing Model: Dell EMC sales reps will be motivated to sell a "Transformational Licensing Agreement" (a.k.a. TLA) to try and lock customers in long-term. Understand how using this motivation against sales reps can lead to a more competitive long-term Dell EMC deal.

  • Dell EMC Competition Matrix: Competition is a useful negotiation tactic when competing new Dell EMC purchases. We detail competitive product offerings and cost comparisons from the closest Dell EMC competitors in the different storage product areas.


3. Controlling Dell EMC Deal Information


Like most major vendors, Dell EMC's sales teams are experts at obtaining information which eliminates their uncertainty around the deal and destroys buyer leverage. The close relationship between Dell EMC and your internal business users can begin before your first purchase and strengthen over time. Dell EMC information leaks can occur anywhere - on the phone, via email, in your office, at lunch or at a Dell EMC event. This section highlights how to proactively plan and raise awareness with business stakeholders on what information is important to protect in any Dell EMC deal. An aligned organization is necessary to minimize Dell EMC cost and continually control the tone of a Dell EMC negotiation.


4. Dell EMC Negotiation Messaging Development


In the last section of this Dell EMC Negotiations report, we detail the four key features all effective Dell EMC negotiation messaging has. Dell EMC sales reps are built to test the buyer’s story for potential inconsistencies up to the customer’s C-Suite. When in a Dell EMC negotiation, it’s important to present a unified message across any groups who interface with the Dell EMC sales team, and that message must be credible, consistent, and positively impact your leverage in the Dell EMC deal. This section also includes popular tactics Dell EMC sales rep use to deflect common negotiation tactics and examples of messages that work effectively in a Dell EMC negotiation.



To achieve a competitive Dell EMC deal, you must align around a comprehensive plan to build deal leverage, protect information, and deliver a credible story in the Dell EMC negotiation. By following the Leverage Management Maturity Model (LM3) introduced in this document, buyers can approach their Dell EMC negotiations from a position of strength and achieve best-in-class results. For additional assistance on your Dell EMC purchase, review some of the other ClearEdge resources listed below to help plan your strategy and mitigate risk.


Download Our Dell EMC Negotiations Guide

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