Contrary to all the books that I have read about Partner/Channel Relationship Management and that argue that being liked is the most important thing in partner/channel loyalty, have I actually made the observation that being trusted is more important than being liked when doing partner management!
Partner Managers who master being trusted clearly outsell those who merely are partner glad-handers. All in all, I believe that a Partner Manager who is trustworthy and knows exactly how to demonstrate and communicate that trustworthiness in the very first transactional interaction with a prospect and will stay this way with the partner, will outperform one who is just a smooth-talking “flash in the pen” at every turn.
