Charting My Own Path: From Reseller Roots to Sales Coaching at Dell
James Hendry | Sales Coach | United Kingdom
Originally Published: January 20, 2026
What inspired you to start your career in sales at Dell Technologies, and how did your journey begin?
I started my career at a reseller that partnered closely with Dell, so moving to a vendor role felt like the natural next step. It gave me the chance to represent a world-leading brand and continue developing my sales skills. Dell offered something even more valuable with limitless growth opportunities and the chance to move closer to home, family, and my football team.
I joined Dell as an Inside Sales Representative in the UK Small Business team based in Glasgow. My role focused on strategic outbound calling, creating proposals, and managing channel relationships. The team was still in its early stages, which gave me the chance to help shape a vibrant, collaborative culture, something visiting partners often noticed and appreciated.
How has Dell supported your professional development and learning since you joined?
Once I had established myself in the ISR role, I made my ambitions clear: I wanted to move into management. Dell didn’t just listen—they invested in me. I was selected for the inaugural Sales Coach Development Program, which gave me invaluable insight into what makes an effective coach and leader.
Completing the program equipped me to help sellers grow, support our ISM, and contribute to the team’s success. That experience was a turning point in my career and set me on the path to becoming a Sales Coach.
What’s one tip or trick you’ve learned that helps you succeed in your role every day?
Don’t settle for “business as usual.” In a competitive market, you need to stand out. Dell provides incredible resources to help us do that—training, tools, and expertise that allow us to deliver real value to customers. Those who leverage these resources and consistently deliver outcomes are the ones who thrive.
What was the biggest surprise about working in a corporate sales environment compared to what you expected?
I expected a corporate sales environment to feel rigid and hierarchical, but Dell is the opposite. Leaders at every level are approachable and willing to help. The culture here is built on winning ethically together, and I know that if I’m unavailable, someone else will step in to support a colleague. That sense of teamwork is something I truly value.
Can you share the greatest challenge you’ve faced so far—and how you overcame it?
One of my toughest challenges was supporting an ISR on a deal where Dell wasn’t the lowest-priced option. We had to think strategically - highlighting our sustainability credentials, fit-for-purpose solutions, and global deployment capabilities.
Together, we built a compelling proposal and presented it directly to decision-makers. That engagement helped us secure the business and proved the power of teamwork and preparation.
How do AI and innovation show up in your daily work at Dell, and how do they help you serve customers better?
AI isn’t just a buzzword at Dell—it’s part of how we work every day. Tools like Dell Sales Chat make our communication sharper and our proposals stronger. Advanced analytics help us target the right contacts, so sellers spend less time on admin and more time with customers.
We even use AI for real-time product recommendations, cutting down delays and giving customers accurate answers fast. For me, innovation is about more than technology, it’s about mindset. At Dell, we’re encouraged to keep improving, keep learning, and keep pushing boundaries. That’s what makes this place exciting.
To learn more about life at Dell, visit Our Stories.
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