👷🏼♂️ WORK IN PROGRESS 👷🏼♂️
While proper channels strategy would avoid having conflicts in the first place, many companies still drive their indirect business allowing their direct sales representatives to bid for the same business as their reseller.
If you are in a position to sell on the direct team, against a reseller, the best approach is to go in at a higher price than the reseller.
Positioning the value of buying first hand versus second hand.
Access to the Product team, influence the roadmap, expert support, etc..
Adding as much value as possible during the sales cycle and providing as many details and resources as possible.
This will lead to experiencing what "1st hand" means and the benefit of going direct.