Conference ilbbak::us_sales_service

63.0. "Desktop Direct for PCs" by SISDA::CHERNACK (I/O Everybody) Fri Jan 10 1992 08:19

                  I N T E R O F F I C E   M E M O R A N D U M

                                        Date:     07-Jan-1992 07:26pm EST
                                        From:     R_A_GIORDANO
                                                  R_A_GIORDANO@NEST@MRGATE@NRGATE@NRO
                                        Dept:      
                                        Tel No:    

TO: See Below

Subject: DESKTOP DIRECT FOR PCs PROGRAM



              *************************************************
   	      *             ANNOUNCEMENT BULLETIN             *
  	      *                       ON     		      *                 
	      *	            DESKTOP DIRECT FOR PCS            *
	      *-----------------------------------------------*
   	      * PREPARED BY: Rose Ann Giordano @MRO           *
   	      *              DTN: 297-4049                    *
	      *-----------------------------------------------*
	      * FOR INFORMATION, CONTACT: Dan Ross, Director, *
              *                  U.S. Desktop Sales, @MRO     *
	      *                  DTN: 297-3218                *
   	      *************************************************


ON JANUARY 6TH, DIGITAL WILL ESTABLISH A WHOLE NEW WAY OF DOING BUSINESS 
WITH THE FULL LAUNCH OF ITS DESKTOP DIRECT FOR PCs PROGRAM.  

Desktop Direct for PCs includes:

o  An aggressive promotion plan using direct marketing techniques.

o  An integrated telemarketing program, covering technical support,    
teleselling, and tele-ordering functions.

o  A new pricing model, with prices that are "street" competitive.


AGGRESSIVE, INTEGRATED PROMOTION PLAN 
*************************************

At the heart of the Desktop Direct for PCs program is a well 
orchestrated promotion plan that uses direct marketing techniques -- 
teleselling, catalogs, and direct mail -- to sell commodity products at 
competitive prices.  The plan includes:

o  A direct mail campaign targeted at both new customers, as well as 
Digital's installed base.

o  A broad-based media and advertising program with over 225 insertions 
in over 50 popular PC computing periodicals between January and June.

o  A PC catalog, outlining PC products, PC software, printers, 
accessories, and services.  The first issue will be mailed in January.  


INTEGRATED TELEMARKETING PROGRAM 
********************************

Teleselling, tele-ordering, and technical support will be the main 
components of the Desktop Direct for PC Program's integrated 
telemarketing program. One telephone sales rep can handle the entire 
relationship from pre-purchase technical support and quoting to ordering 
and post-sales assistance.

By January 6, nearly 50 teleselling reps will have been hired and ready 
to take customer calls.  A dedicated toll free number, 800-PCBYDEC 
(800-722-9332), will be available for customer calls Monday through 
Friday, from 8:30 a.m. to 8:00 p.m. Eastern time. 

This new business model will enable Field Sales to focus on the large 
customer opportunities, while Desktop Direct reps handle orders for 
under 100 units, repeat purchases, and Reseller fulfillment. 

Digital's CSOs will be able to take full advantage of the aggressive 
pricing, fast delivery, and easy ordering of the Desktop Direct for PCs 
program. 


BENEFITS OF PROGRAM TO CUSTOMER 
******************************* 

Digital's Desktop Direct for PCs Program offers some exciting new 
customer benefits: 

o  Shipment within 48 hours of receipt of order. 

o  One phone call does all.  All of the customer needs will be met 
through a single telemarketing function where teleselling, telesupport, 
and tele-ordering functions are integrated into one. 

o  Customer configurations -- built to customers' requirements.

o  30 day money-back guarantee.

o  On-line credit card validation.

o  Extended hours of operation.

o  Overnight freight availability.

WHAT SHOULD SALES REPS DO? 
**************************

o  Focus on winning large customer opportunities. 

o  Focus efforts on getting Digital listed as a preferred PC vendor 
and having Desktop Direct manage the day to day repeat purchases. 

o  A unilateral discount agreement letter has been completed and will 
be available soon for customers who plan to order more than 100 units 
over a one year period.  Contact Tom Schofield at DTN 264-5052 for 
more information. 

o  Respond to large requests for Pricing/Quotes (RFP, RFQs), Basic 
Ordering Agreements (BOAs) and similar contracts such as education, 
state & local government. 

o  Actively direct orders of less than 100 units or day to day orders 
on large opportunities to be worked through Desktop Direct. 


PROGRAM DETAILS 
*************** 

For complete program details, watch for the January 6 edition of 
'digital today' and the January 20 issue of 'Sales Update.' 


Distribution: (deleted)