9. How are Partnerships Developed in the Channel?

Channel relationships are now seen to be a series of partnerships rather than a static or closed chain. The importance of working with other channel members to meet the needs of each and, ultimately, the customer now takes precedence over traditional views of position and power. A channel is simply a route to a customer composed of different members with different objectives and needs. The prime objective of each, however, is reaching and satisfying the customer. To create effective partnerships, we must first discover the needs of other channel members. Next, we can find ways to meet their needs and increase our own values to them.