Sales are Relationships. Especially when you are Solution Selling. Even more when you are selling through indirect sales distribution channels.

"People do not buy goods and services. They buy relations, stories and magic." - Seth Godin

Partners will do business with you for a number of reasons. One reason is that you have an exclusive or unique solution for their customers. Another might be that you pay really well. Another might be that they are stuck under the yoke of quota (to continue to get the monthly commission check).

Another reason is if they like you and trust you. Without the trust, the orders won't come. They have to trust in the business to deliver the service as advertised; to take care of the customer; and to pay the commissions in a timely matter. They have to have a belief in the provider's ability to deliver. The end customer is going through the same three sales. The prospect has to buy the partner, the service and the company delivering the service. Three sales, every time, that can be uprooted due to trust.

"People don't buy for logical reasons. They buy for emotional reasons." - Zig Ziglar

The Channel Manager is the Brand Ambassador, the Face and the conduit to the provider for the channel partners. The relationship matters.