4. Maintain an open and transparent dialogue about customers’ greatest challenges, then adapt quickly.

One critical aspect of addressing customer expectations as a channel is through open dialogue between partners and vendors about what customers want and any challenges customers are facing.

One significant way to address customer trends is through meeting face to face, particularly during partner conferences, Xplore’s Russo said.

“During partner conferences, we’re not only teaching partners about our products and marketing efforts, as well as where we’re going, but we want feedback from them—hearing what they need from us,” she said.

Hill agreed, stressing that open communication between vendors and partners was critical for both sides to remain knowledgeable about customer needs.

“Part of a good channel involves great communication between channel reps and us as a reseller,” he said.