The key to maintaining channel partner relationships is making them feel in each transaction that 'cooperating with you is more cost-effective than finding manufacturers directly'. This isn't just a price issue but an overall cooperation experience issue. A few concrete practices: First, make transaction conditions clear and stable so partners know under what conditions they can get what prices, without needing to renegotiate every time. Second, keep complete records of every quotation, order, and shipment so when issues arise you can immediately check what was agreed back then, rather than guessing at each other's intentions. Third, communicate proactively when problems arise—don't wait for partners to chase you—and let them feel you're taking responsibility for this relationship. The article points out that when customers feel the channel is just 'a middleman marking up prices', relationships collapse. Conversely, you need to make your channel partners' customers feel the added value the channel brings—that value is created jointly by you and your channel partner, not accomplished by either party alone.