Fatal Mistake 3: Assuming Channels Will Do The Selling For You A giant mistake is assuming that even if you can sign up some channel partners, they will do most of the selling for you. Usually (especially in software and business service), they won’t. Or can’t. Or they just aren’t very good at it. You have to control your own destiny. You have to build your own sales results first, and prove your success, before you’ll be able to benefit much from channel partners. The channels will come AFTER you are successful. Solution: First control your own destiny by building direct sales success before counting channel chickens.