Frequently, I’m engaged by clients who have just decided to sell their products or service through a reseller channel. They may be newly launching into the market, or perhaps they were selling directly and want to extend their reach much more broadly into the market, and faster.

Problem is, often the execs think that once a reseller signs the partner agreement that sales will immediately begin. Yes, that can happen if your product is setting the market on fire in its niche. Security products that protect networks against Advanced Malware are a recent example – they are hot and selling well, and resellers are flocking into those partner programs.

More typically, your product will find a place in the market but will need to be explained, demonstrated, justified and proven in the customers’ network. You need to engage the reseller owner or VP to sign the partner agreement. You need to engage the sales reps to make sales happen.

Think of bringing a reseller on board like dating – there are a few steps you take when getting to know each other, to build the relationship. Once the relationship is established, you continue to show up, to keep it good. No regular communications (newsletters, webinars), failing to initiate lead generation programs, never going out into the field with the reseller reps is like signing up for a dating service and then never answering your phone. Newbie mistake!