It’s always important to remember that when you’re trying to get the channel to tell your story, you ultimately have to understand the audiences they serve. Which means - you need to understand your buyers. Luckily, there’s a predictable model that describes how receptive people are to new ideas and products. Each category of buyer has a different receptivity to new products and services. Here’s how they think:
Innovators are looking for something new and exciting
Early Adopters want to experience a breakthrough
Early Majority want what everyone else is getting
Late Majority want a brand they can trust
Laggards will use what you’re selling eventually because it’s now a commodity.
And there are Retellers that appeal to each market category. Once you understand what group your product or service appeals to - tell them what they want to hear.