B2B customers tend to be sophisticated and risk averse buyers. It can take significant time to build trusting relationships and direct sales but you can accelerate that by selling indirectly through channel partners who already have trusted relationships with your target customers. This white paper outlines the process of channel creation while understanding and mitigating the risks of selling through a channel.
"You don't lead by pointing and telling people some place to go. You lead by going to that place and making a case."
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