As a business grows, you have different ways to expand. You could hire all of your own sales representatives, or you could use a sales channel. Let’s say that you have already reached that point and decided that your best growth strategy is to work through a sales channel. You might work with independent reps, manufacturer’s reps, or partners. Call them what you like, channels present great opportunity and similarly, many challenges. In the past week, I worked with several different companies on their channel strategy. Here are some pitfalls to avoid that can help you attain optimum value from your channel.