1. Know your true value
What are your strengths and your real competitive advantage? Do you have a product that is not only unique but for which there is also a demand? Are you the lowest cost provider or do you add value through the expertise of your sales and pre-sales support. So many suppliers to the channel kid themselves they can charge a premium because of their service wrap and the quality of their salespeople. In actual fact the resellers they serve would outsell any of the ‘experts’ their suppliers put up as their ‘value-add’ and few would put them in front of their customers. If you are offering leads to your channel Partners then don’t over-promise and if you also operate a direct channel then know that this will raise concerns and address them head-on.
