The rule of thumb that I've found is treat your resellers and third party distributions channels just as if they were your own employees. Understand how to motivate them, how to get to know them, create relationships with them, spend time with them in the field, make sure that they have the resources and support in order to be effective at their job and you can win the distribution channel and get them selling for you. If you think that you're going to get something for nothing from third party distribution channels, you're probably wrong. The fact is, nothing is free in sales and it certainly implies to the notion of third party distribution channels. We'll talk in subsequent articles about how you can actually improve the management you sell through using some basic techniques of channel management.
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