Updated: April 2015
Standard Call Plan
Solution Scenario
Context
Participants
Meeting Type
Mid Range SAN Solutions
Current MD Direct Attached Storage Users, Small to midtier SAN buyers, Current Compellent and Equallogic
customers
IT Infrastructure Director, IT Admin, Data Center Manager,
and/or CIO
Phone
PREPARATION
Step 1—End in Mind
Get clear on the End in Mind (EIM): At the end of the call, what do you want them to decide?
Engage with target customers, existing customers and past customers to inform them of the new Dell SAN Portfolio
options (SC4020, PS4210, SCv2000) targeted at small and mid-tier installations




Agree to a follow up discussion with a TSR to discuss the SC4020, PS4210, SCv2000 and our
broader portfolio
Agree to an on-site meeting with their Dell assigned account team
Agree to attend a webcast or webinar on our storage portfolio and value proposition form the
entry level to the enterprise.
Read analyst reports, whitepapers and blog information on Dell Storage solutions and customer
experiences
Step 2—Key Beliefs
What Key Beliefs must the customer hold to agree
with the EIM?
1
Dell is breaking down the
barriers to SAN adoption and
delivering simplified solutions
that don’t break the bank even
for customers using directattached solutions.
2
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Competitive solutions don’t’
deliver the full suite of features
they desire without significant
added cost
What will we do to address the Key Beliefs?
Demonstrate how solutions like SCv2000, SC4020
and PS4210 deliver rich feature sets and make a
customers storage environment more manageable
than direct-attached solutions.
Demonstrate that the SC4020 and PS4210 are full
featured enterprise solutions and not de-featured to
meet a lower price point like competitors. The
SCv2000 delivers a desireable feature set at an
unbeatable price point.
3
4
5
Dell mid-range SAN solutions are
capable of running a number of
workloads
Detail broad range of drive choices including all
Flash, and integration with virtualization and other
key applications (SQL, Oracle, etc)
The Dell Storage value
proposition is compelling and
garners further discussion
Present the Dell approach and capabilities in the
context of the customer’s situation and top
priorities (ie, Budget, feature set, support)
The Dell end to end portfolio
provides a more comprehensive
solution
Discuss the broad range of Dell offerings includes
Servers, Storage, Networking, Software, Services
and Security to provide a total solution
Step 3—Questions
List the questions YOU want to ask. – General (Customer who use SAN)
1.
In order to keep our comments relative to your situation, would you mind sharing a bit
more about your current goals/challenges/plans related to storage
 Get a list of issues to solve and/or results desired.
 Ask the client to prioritize the issues/results—and go into depth.

No pain, No gain = NO OPPORTUNITY
2.
What capabilities do you desire from the storage platforms you purchase?
• Availability
 Manageability
 Scalability
 Advanced features (replication, tiering, etc)
3.
Do you feel your current storage solutions are delivering on the requirements you have
at the right TCO?
4.
How does your current vendor license advanced features for your storage platform?
5.
Do you have any remote or branch locations that require storage? If so, what are you
using today? How do you protect the data in those locations?
6.
How many vendors storage solutions do you utilize in your environment?
7.
How much total external storage do you manage today?
8.
Do you utilize Server Virtualization within your environment today? IF so, which
vendor(s) do you use?
Current Compellent customers:
1.
Do you have remote offices which have storage requirements?
2.
If so, how do you store and protect the data in those locations? SC4020 is a great
solution for remote office locations as the customer gets common management with the
SC8000 arrays as well as replication capability from the remote locations to the central
data center for protection and recovery purposes.
3.
Do you have remote offices that don’t require replication? IF so, the newly introduced
SCv2000 would be a great fit for smaller locations that still need shared storage, but
not the replication capabilities to your existing SC series arrays.
Current Equallogic Customers
1
Do you have remote offices which have storage requirements?
2
If so, how do you store and protect the data in those locations? The PS4210 is a great
solution for remote office locations as the customer gets common management with
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existing Equallogic arrays through SAN Headquarters, as well as replication capability
from the remote locations to the central data center for protection and recovery
purposes.
Questions for current Direct Attached Storage Users:
1.
What do you see as the limitations of your current DAS solutions?
2.
Do you find managing separate DAS arrays challenging?
3.
How much DAS storage are you currently managing?
4.
Have you looked into centralized (SAN) storage solutions? If so, can you detail what
kept you from implementing them?
 Cost?
 Complexity?
 Other?
5.
Are you familiar with the Dell Mid-Range storage solutions which can make the
transition to centralized SAN storage manageable and affordable for customers like
yourself?
Action: Share information on the SCv2000, SC4020 and PS4210 solutions from
the appendix.
Other Storage Based offerings
1
2
3
What is your strategy for file storage? Do you use a NAS solution? If not using NAS:
Dell has a number of NAS solutions that can help to organize and store your
unstructured file data (PDF, PPT, etc) cost effectively. More Information: We have
Windows based NAS - Powervault NX Win NAS. Additionally for Compellent and
Equallogic customers, we offer NAS gateway solutions built upon Dell’s Fluid File
System technology. More Information:
Compellent FS Series.
Equallogic FC7600 and FS7610 Spec Sheet
How do you backup and protect your data today? Are you using deduplication? If not
using Dell solutions or using older Dell solutions: At Dell we have broadened our
backup and protection solutions to provide a number of options that can meet your
needs and your budget and ensuring your data is protected. This includes a full range
of tape libraries from our TL and ML Series, to dedicated disk based backup appliances
with deduplication in our DR product line. Tape Automation / DR Backup Appliances
What backup/protection software are you using today? Any challenges with it we can
help with? If the customer is interested in what Dell has to offer: Backup/Recovery
Software Offerings
Budget
How do you typically acquire your data center solutions? Do you have any acquisition
challenges (e.g. lack of budget, changing business scope or uncertainty)? How do you
manage your IT assets at end-of-life? If the customer articulates any unresolved issues
in response to these questions, invite your Dell Financial Services representative to the
on-site meeting. Your DFS rep is listed under the Account Team tab in SFDC.
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Step 4—Identify Potential Questions or Objections (Yellow Lights)
Question or Objection
Response
1
We’ve looked at a SAN, however Understood. In the past, the capabilities provided by
we’ve found it too expensive to
SAN storage were out of reach for many customers.
get the functionality we desire.
Dell has been working with our customers to better
understand their needs and build solutions which
deliver the right capabilities at the right value.
Whether you are looking for an easy to implement
platform that requires little daily management and
interaction, or one that has more advanced features
and tuneability. Dell has a solution that fits.
2
We don’t have the expertise to
manage a SAN?
Take for instance the SC4020 Series and the new
Equallogic PS4210 series. These platforms are
designed for the small to mid-tier SAN marketplace,
while providing the advanced features customers
desire included without additional management
complexity. Additionally the newly introduced
SCv2000 is a solution that provides the features
customer like yourself desire in a SAN, while
removing the complexities, management challenges
and price barriers related to some SAN solutions.
Understood.
SAN Technology has come a long way in recent
years so a lot of the complexity of the past has been
removed. Many customers are seeing that it’s no
more complex than direct attached storage and they
are getting better scalability and centralized
management.
Our SC4020 and PS4210 were designed with new
SAN users in mind. It’s auto managing and has the
intelligence to ensure the data is in the right place at
the right time based on usage across a number of
different drive types so you don’t have to worry
about the service levels you delivering to end users.
In addition the above platforms, we have Co-Pilot
support, Pro-Support Plus and Call Home to ensure a
smooth implementation and maximum up-time.
For smaller environments that don’t desire the full
enterprise feature set, have the budget for larger SAN
solutions or for specific projects,, the newly
introduced SCv2000 may be a great solution scaling
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3
Direct attached is working fine for
me today, I don’t see the value in
moving to SAN?
4
We are looking at a small VNX
SAN from EMC?
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up to 504TB. Additionally, it can be managed using
the same management console as the larger SC4020
and SC8000 solutions as you grow and scale.
That’s a fair concern that we hear from many
customers evaluating technology and how it applies
to their IT operations. In reality, the benefits of a
shared storage infrastructure are many:
 Simplified management – You are managing
less storage platforms from a single console
versus a 1:1 with DAS
 Better utilization – By using a centralized
storage pool, you don’t have captive storage
which can’t be utilized by other servers and
therefore you get much better efficiency and
utilization providing a better TCO
 Advanced Data Protection – With shared
storage you have the ability to protect data
frequently using snapshot technologies and
replicate if needed to protect against failures
and limit your exposure should a failure
occur
 Enable Virtualization – To truly realize the
benefits of virtualization, you need a shared
storage platform. This enables virtual
machines to move from one physical server
to another since the storage is shared. Also,
Dell storage is virtualized which pairs up
nicely with virtual servers.

If you are looking at the small VNX, I would like to
give you some details on the Dell SC4020 series and
the new PS4210 series and how we can provide you
a better value for your money with all the advanced
features you desire:
1. We include perpetual licensing with the all
of our storage solutions. Once you purchase
the array, you are entitled to all the software
and upgrades as new features are released.
With NetApp, you are required to pay a new
license fee for each additional piece of
software you need (Snapshots, replication,
etc).
2. We have a broad range of drive types to
meet any workload requirement. These
include SSD and rotating media like SAS
and SATA drives in varying configurations
based on your needs and budget.
3. The SC4020 and PS4210 contain all the
enterprise features of their larger parent
products including the ability to replicate
from small or remote offices. This ensures
your data is protected without having to pay
a premium for a larger storage solution.
4. With the SC4020 and PS4210 you can utilize
flash (SSD) drives for your demanding
workloads much more cost effectively than
EMC.
5. The new SCv2000 solution may fit your
needs as well with many of the features you
desire at an unbeatable price point and
capacity up to 504TB.
All of the above solutions come with award winning
Dell service and support!
5
We are looking at a small FAS
solution from NetApp?
If you are looking at the small FAS solution from
NetApp, are you planning to use it as block storage
device or a file storage device, or both?
If Block storage:
If you are looking at the entry FAS, I would like to
give you some brief details on a couple of specific
Dell solutions (SC4020 and PS4210) which can meet
your needs and provide you a better storage
investment:
1. We include perpetual licensing with the all
of our storage solutions. Once you purchase
the array, you are entitled to all the software
and upgrades as new features are released.
With NetApp, you are required to pay a new
license fee for each additional piece of
software you need (Snapshots, replication,
etc).
2. We have a broad range of drive types to
meet any workload requirement. These
include SSD and rotating media like SAS
and SATA drives in varying configurations
based on your needs and budget.
3. The SC4020 and PS4210 contain all the
enterprise features of their larger parent
products including the ability to replicate
from small or remote offices. This ensures
your data is protected without having to pay
a premium for a larger storage solution.
If File Storage:
We have a broad range of NAS solutions across our
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storage portfolio. Our NAS offerings can utilize any
of our backend storage offerings (Compellent,
Equallogic, MD) including the SC4020 and PS4210
we discussed today. Compellent FS Series NAS
FC7600 and FS7610 Spec Sheet
6
We pay cash.
Also sounds like:
* We’re cash rich
* We have a low bank rate/ we’ll
go through our bank
* It’s not worth it to lease
* We have a company policy – we
don’t lease
Acknowledge: That’s a common way of looking at
funding.
Articulate: Financing has many other benefits
beyond simply preserving capital. For example, it
can provide you with greater operational and upgrade
flexibility.
Ask: I’d like to bring in my Dell Financial Services
representative to discuss how financing can solve
your business challenges. You know your company
better than I do. Who can we meet with to discuss
this in more detail? Reach out to your Dell Financial
Services representative for joint account planning.
They’re located under the Account Team tab in
SFDC.
Step 5—Determine Next Steps
What Next Steps might you suggest to the client at the end of the meeting?
1
Set up a call or visit with an account executive and/or Field Storage Specialist/CSE to
discuss their storage strategy.
2
Set up a follow-up call with a TSR.
3
Provide links to on-line collateral they can review and have a follow-on conversation to
answer additional questions
4
Provide links to case studies on Dell Storage solutions
5
Visit a Dell Solutions Center.
Step 6—Create an Agenda
Does it align with addressing the key beliefs?
1
Introductions and meeting objective
2
Gain insight and/or validate understanding of [CUSTOMER’S] situation and top priorities
3
Share Dell’s value proposition on how our Mid-Range SAN solutions are delivering full
featured SAN technology to the SMB and mid-market affordably.
4
Discuss next steps, as appropriate
EXECUTION
Step 7—Opening Statement
Does it include your EIM, Key Beliefs and Agenda? Write it exactly as you’d say it.
I wanted to thank you for your time today. I am interested in learning how you are using storage in your
organization. In addition I would like to talk with you about Dell Storage Solutions and our new exciting
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solutions in the entry to mid-range SAN space.
The objective: By the end of our time together today, there is enough information exchanged to help you
decide whether or not taking next steps with Dell would add value to your storage initiative(s).
Does that seem like a worthwhile use of time?
To that end, it would stand to reason that in order to make that decision, you’d need to believe that we
understand your specific situation as it relates to storage and offer an approach that is aligned with your
top priorities and resources—and have the technology and know-how to create a successful outcome for
your organization.
If that sounds reasonable, I’d offer the following agenda to support that end:
 Gain insight and/or validate understanding of your situation and top priorities related to storage
 Discuss some of your challenges related to storage in your environment and remote offices if
you have them
 Offer some insight into Dell Storage solutions and the new SC4020 solution
 Decide next steps, if any
Are there any other items that we’d need to address during this meeting? (If yes, add them to the agenda
or elect to address them in a separate meeting.)
Just to give us some guidance and context, we thought it would be helpful to understand a bit more about
your initiatives related to storage and your current storage environment…
 Proceed to step 3
Step 8—Precondition the Meeting for Success
Draft your email or voicemail script to the customer prior to the meeting to get buy-in.
Hello, as part of your Dell account team I am interested in learning how you are using storage in your
organization. In addition I would like to talk with you about Dell Storage Solutions and our new exciting
solutions in the entry to mid-range SAN space.
If that sounds like a reasonable use of time, I’d like to offer the following agenda for our discussion:
 Gain insight and/or validate understanding of your situation and top priorities related to storage
 Discuss some of your challenges related to storage in your environment
 Offer some insight into Dell Storage solutions and the new SC4020 solution
 Decide next steps, if any
Have I missed anything that you feel will be important to discuss in addition to what I’ve proposed? Is
there anything that you would like to change related to the objective and/or the agenda?
Thanks again, and I look forward to talking with you.
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REFERENCE MATERIAL
Use these materials for support of the above call plan.
Dell Storage Case Studies
http://www.dell.com/learn/us/en/uscorp1/customer-stories#!facets=technology-type-storagetechnologies&p=1
Dell Storage — Presentations
 Dell Storage presentation for AE’s
http://salesedge.us.dell.com/doc?id=0901bc828075ad48&ll=sr
 Dell Storage NDA
http://salesedge.us.dell.com/doc?id=0901bc82807c9685&ll=sr
 Redefining the Economics of Storage
http://salesedge.us.dell.com/doc?id=0901bc8280787b04&ll=sr
 Dell Storage SC4020 NDA Presentation
http://salesedge.dell.com/doc?id=0901bc82807e98ef&ll=d&pm=62816735
Dell Storage PS4210 Customer Presentation
http://salesedge.us.dell.com/doc?id=0901bc82808a2f02&ll=sr
Dell Storage – Selling Tools
 Why Dell Storage – Quick Reference
http://salesedge.us.dell.com/doc?id=0901bc828075b165&ll=sr
 Why Dell Storage for Big Data – Quick Reference
http://salesedge.us.dell.com/doc?id=0901bc8280756e33&ll=sr
 Why Dell Storage for VDI – Quick Reference
http://salesedge.us.dell.com/doc?id=0901bc8280763350&ll=sr
 Dell Storage elevator pitch
http://salesedge.us.dell.com/doc?id=0901bc828079f69a&ll=sr
 Dell Storage SC4020 Sales Training Presentation
 Dell Storage SC4020 sales aid
 Dell Storage SC4020 Messaging Brief

Dell Storage SC4020 FAQs
PS4210 Assets
 Dell Storage PS4210 sales aid
 Dell Storage PS4210 Message Brief
 Dell Storage PS4210 Training Deck
 Dell Storage PS4210 Talking Points and Script
SCv2000 Assets



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SCv2000 Messaging Brief
SCv2000 NDA Presentation
SCv2000 Sales Aid

SCv2000 Spec Sheet
Dell Storage – Customer Facing materials
 Why Dell Storage Datasheet
http://salesedge.us.dell.com/doc?id=0901bc82805c7bc3&ll=sr
 Infoworld review – Dell Storage delivers flash speeds at disk prices
http://www.infoworld.com/d/data-center/review-dell-compellent-storage-delivers-flash-speedsdisk-prices-232424?page=0,0
 Dell Fluid File System Brochure (NAS)
http://partnerdirect.dell.com/sites/channel/Documents/Dell-Fluid-File-System-SolutionsBrochure.pdf
 Changing the economics of storage solution brief
http://salesedge.dell.com/doc?id=0901bc8280752dbc&ll=VSK
 Embracing Flash Storage – Executive brief
http://salesedge.dell.com/doc?id=0901bc82806feb4a&ll=VSK
 Flash at the price of disk – Introductory email
http://salesedge.dell.com/doc?id=0901bc828075207e&ll=VSK
 Infographic – Flash at the Price of Disk
http://salesedge.dell.com/doc?id=0901bc8280752507&ll=VSK
 Dell Storage SC4020 Spec Sheet
PS4210 Series Assets

 Dell Storage PS4210 Spec Sheet



PowerVault NAS Solutions
Powervault NX Win NAS
Powervault Tape Solutions
Tape Automation
PowerVault Disk Based Backup Appliances
DR Backup Appliances
Dell Storage Dashboard on Salesedge
 http://salesedge.dell.com/dboard?id=116264055&ll=VSK
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