How do I get resellers to sell my product?

Make it the easiest one to demonstrate. Partners avoid showing products they might be asked a question about, and steer toward what they know -- giving them a demo they can run without deep knowledge removes that reason, often more effectively than a margin change.

What should I give a channel partner?

A short demo they can present without preparation, one per use case so they pick rather than adapt, a link to send afterwards, and something showing the integration with whatever else they sell -- which is usually the real pitch.

Why do channel materials stop working?

They decay in silence. A partner who shows something out of date in front of their own customer will not do it again and will not tell you why -- you simply notice them going quiet, which is why these need reviewing on a schedule.

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Demos for Resellers and Channel Partners

August 28, 2026

A reseller or channel partner represents many products to the same customers. Yours competes for a small share of their attention and a smaller share of their memory.

Whichever product is easiest to demonstrate tends to be the one they lead with, which is a lever most vendors never pull.

The constraint is their confidence

A partner avoids demoing a product they might be asked a question about. They will happily mention it and quietly steer the conversation toward something they know.

Giving them a demo they can run without knowing the product deeply removes the reason to steer away, which is worth more than any margin adjustment.

What to give them

A short demo they can present without preparation.
One per use case, so they can pick rather than adapt.
A link to send afterwards, since their customer will want to review it.
Something showing the integration with whatever else they sell -- that is usually the actual pitch.

Support the deals you cannot see

Most channel selling happens in conversations you will never attend, described by somebody with partial knowledge to a customer you cannot reach.

A demo is the only asset that travels into those conversations intact. It says the same thing every time, regardless of how well the partner remembered it.

Keep it current, or they stop trusting it

A partner who demonstrates something out of date in front of their own customer will not do it again, and you will not hear why. You will simply notice that partner going quiet.

Channel materials decay in silence, which makes them worth reviewing on a schedule even though nothing visibly demands it.

Frequently asked questions

How do I get resellers to sell my product?: Make it the easiest one to demonstrate. Partners avoid showing products they might be asked a question about, and steer toward what they know -- giving them a demo they can run without deep knowledge removes that reason, often more effectively than a margin change.
What should I give a channel partner?: A short demo they can present without preparation, one per use case so they pick rather than adapt, a link to send afterwards, and something showing the integration with whatever else they sell -- which is usually the real pitch.
Why do channel materials stop working?: They decay in silence. A partner who shows something out of date in front of their own customer will not do it again and will not tell you why -- you simply notice them going quiet, which is why these need reviewing on a schedule.

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