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Channel partners offer great sales leads. So why do they seem like such a hard resource to tap? Try these three techniques from Charlie Giametta, senior vice president of North American Sales for FatWire Corporation, a software firm based in Mineola, New York:
Build Trust
Too often channel partners don't completely trust their manufacturers. Make it clear up front that whatever leads a channel partner generates will be protected during the sales cycle.
Hit a Nerve
Want to get your channel partner's interest? Choose a "painful" spot where they could stand to generate more leads themselves, then form a joint solution to attracting more leads in that area for both of you.
Market as a Team
Don't put the entire onus on your channel partner. Create a joint e-mail blast, Webinar, seminar series, or some other vehicle that both of you are equally contributing to, and from which both can reap the benefits.