Partner programs vary based on the different types of vendor products and industry segments. A majority of companies believe they know what channel partners want in a program: Great products, good margins, a well-trained sales force, solid sales leads, sales and marketing tools, etc. However, while this list covers the bases from a product perspective, it is not addressing a more important underlying factor for success in the channel. Namely, the ability to facilitate trust and loyalty. One way to find out what partners want from their vendor is to ask the question, “What do you hate about working with us?”

In working with the channel over the years, there are five aversions that continue to bubble up. Below are some of the top hates that vendors should be mindful of when building their partner program, and a few ways they can avoid partners' ire.