One of the first rules of an effective channel development program is the same guideline to keep in mind for other forms of lead generation - don't ask your direct mail to do too much. Campaigns that attempt to communicate everything there is to know about a company and its products, and then ask the reseller to send in a completed application, will rarely be successful.

Use direct mail as a vehicle to generate dialogue between interested resellers and your channel representatives. Instead of "sign up now" as the call to action, offer the reader a comprehensive information kit that includes product literature as well as details on your reseller program. In the kit, include an application along with a cover letter that invites the reseller to complete it and send it back.

If you take this "two step" approach, you'll generate a much larger pool of potential partners, and rather than asking the reseller to make the decision independently, your reps will be able to talk through any questions and objections on the telephone.

Lastly, remember that resellers are first and foremost businesspeople. Whereas end users may be most interested in your latest feature set, a reseller is likely to be more interested in the business opportunity. Don't dwell on how great your technology is. Instead, focus on benefits like market opportunity, technical support, co-marketing, and attractive commissions.