Since we revealed our Tech Advisor Thought Leaders for Channel Partners Conference last April, we’ve been reaching out to them to seek their insights on the industry. When asked what advice they would give other TAs starting out, the thought leaders centered on three things – establishing relationships, building trust and being patient.

And the three are connected. Establishing strong relationships with customers and other partners requires trust, as well as patience.

"This business is a long game,” North Atlantic Consultants founder Michael Agri said. “Success in the channel is built slowly through trust, consistency, reputation, and genuinely helping clients over time. The advisors who win long term are usually the ones who stay patient, continue showing up, and keep investing in relationships even when the results aren't immediate."

"No matter how you slice it, this is a relationship business,” Complete Communications CEO Blake Darling added. “How do you build and grow relationships? What value can you add to your relationships? The faster you can add value, the faster you will win customers. This is harder and takes longer than you think, but it is better and more rewarding than you can imagine."

TA Thought Leaders emphasize that building relationships and trust are what builds a successful business over the long term.

"Focus on building relationships and trust, not just transactions,” Minerva Tec Group founder Anita Patel said. “Technology will always evolve, but credibility, consistency, and delivering outcomes are what sustain a business long term. The advisors who last are the ones who invest in understanding their clients' businesses deeply enough to become genuinely indispensable. That's a relationship business, not a transactions business."

Mike Oliver, founder of Solus Technology Solutions, said “The advisor channel is fundamentally a relationship business. While technology solutions may be the product, trust is the true differentiator. The advisors who build sustainable businesses are the ones who consistently invest in their relationships, remain visible, and continue serving as trusted advocates throughout the entire customer lifecycle, not just during the sales process.”

Bluewave Technology Group CEO Seth Penland said partnerships and trust must be earned over time.

"[Trust] is built by showing up consistently, especially when things get difficult,” he said. “That is where real partnerships are earned."

"What most people misunderstand about building a sustainable business in the advisor channel is that it's not a sales engine, it's a trust engine," Verticle founder Gian Verri said.

Long-term success does not come from mastering the newest technology, even in the tech business.

"Technology changes quickly, but trust and reputation are what build lasting businesses,” C2XCEL founder Jim McNeese said. “That approach builds relationships that last far beyond any single transaction. What actually builds a sustainable advisory business is trust, consistency, and staying aligned with the client even when incentives in the market might pull you in another direction."

The TA leaders consistently emphasize that building relationships requires persistence.

"Building a sustainable business requires grit, resilience, and the ability to adapt when circumstances change,” said Kat Lopez Shelby of Shelby Technology Solutions. “You learn by doing, by listening to your clients, by making adjustments, and by staying committed even when the path isn't perfectly clear."

Scott Levy, CEO of Bridlewood Consulting, said he attributes “100% of my success” to his focus on relationships.

"Sustainable business must first start with relationships,” he said. “If more advisors would have 30-minute conversations with their clients without once ever trying to sell something, I promise both the relationship and the opportunities will grow considerably."

Besides building relationships, it’s also crucial to build them with the right people.

“Invest in growing your executive network, specifically CTOs, CIOs, and so on,” Optical Diversity Telecom founder Ty Smith said. “Because in this industry, your network literally becomes your net worth.”