One of the topics we get asked about during our training courses is:
‘How do we influence our channel partners to do what we need them to do?’
As a channel partner manager hasn’t really got the authority to ‘tell’ a distributor what to do, they need to develop leadership skills so that their partners will be inspired to make the relationship work for the benefit of both parties.
Often, there is a degree of mistrust between partners, and it is up to the channel partner manager to behave in such a way that distributors feel comfortable sharing information and taking action.
Once trust is acknowledged as a barrier to successful collaboration, the channel partner manager should observe their own behaviours, compare this to leaders who inspire trust and begin to amend the way in which they communicate with their external partners.
Behaviours of Channel Partner Managers Who Inspire Trust
Credibility & Consistency
What you see in day-to-day management
A trusted manager:
• Follows through on commitments without being chased
• Says “I don’t know — I’ll find out” instead of bluffing
• Admits mistakes early and corrects them
• Makes decisions using facts, not mood or favouritism
• Explains why a decision was made
• Flags risks early rather than hiding bad news
• Is discreet with sensitive information
• Delivers work on time and to a consistent standard
Red flags (observable):
• Overpromises and renegotiates later
• Blames others when things go wrong
• Shares confidential information casually
Listening & Respect
What the channel partner experiences
A trusted manager:
• Asks open questions (“What’s your view?” / “What’s getting in the way?”)
• Listens without interrupting
• Summarises what they’ve heard to check understanding
• Invites quieter voices into discussions
• Gives full attention (no phone, no multitasking)
• Responds thoughtfully rather than defensively
• Shows curiosity about people’s perspectives
Red flags:
• Interrupts or talks over others
• Dismisses ideas quickly
• Listens only to confirm their own view
Clear, Calm, Confident Communication
What you hear and feel in interactions
A trusted manager:
• Speaks calmly, even under pressure
• Pauses before responding rather than reacting
• Communicates priorities clearly and simply
• Repeats key messages until they land
• Says “no” respectfully and explains constraints
• Adjusts message for audience (team vs. senior leaders)
• Keeps meetings focused and purposeful
• Uses steady body language and eye contact
Red flags:
• Appears rushed, distracted, or reactive
• Sends mixed or last-minute messages
• Avoids difficult conversations
Integrity & Fairness
What distributors notice over time
A trusted manager:
• Treats people consistently and respectfully
• Gives credit where it’s due
• Keeps difficult conversations confidential
• Makes decisions based on principles, not popularity
• Challenges inappropriate behaviour
• Is honest even when it’s uncomfortable
Red flags:
• Plays favourites
• Gossips or complains about team members
• Takes credit for others’ work
Empowerment & Accountability
What happens after conversations
A trusted manager:
• Delegates decisions at the right level
• Clarifies ownership and expectations
• Trusts people to deliver without micromanaging
• Provides support without taking over
• Holds people accountable fairly and consistently
• Addresses underperformance early and respectfully
• Gives recognition publicly and feedback privately
Red flags:
• Takes back delegated work
• Micromanages details
• Avoids performance issues
Inspiration & Direction
What the channel partners believe
A trusted manager:
• Connects daily work to the bigger picture
• Talks positively and realistically about the future
• Shows belief in the partner’s capability
• Brings energy and focus into the room
• Models the behaviours they expect from others
• Stays visible and accessible
Red flags:
• Focuses only on tasks, not purpose
• Speaks cynically or inconsistently about direction
Trust isn’t lost in dramatic moments
— it’s eroded through small, repeated behaviours.
As a Channel Partner Manager, Building Trust is a skill which should be added to your leadership toolkit.
Module 4 – Influencing Channel Partners is part of our Channel Partner Manager Development Programme, which explores more techniques and insights on how to get the most from your channel partner network.