How to Connect With End Users for Valuable Insights (Without Facing Sales or Channel Partner Resistance)

In this blog, I want to talk about getting end users on board for research calls—especially when your Sales team is pushing back:

• Access to end users is crucial for creating a product that meets their needs, but it’s often a rare privilege in the B2B world.

• Channel partners usually guard these contacts, and the Sales team tends to protect their relationships with those partners.

• This creates a frustrating gridlock, leaving you without the insights you need to refine and improve your product.

The reason this happens so often is that everyone is trying to protect their own interests. Sales teams don’t want to upset channel partners, and those partners worry you might go directly to their customers. But once you understand how to navigate these roadblocks, you’ll be able to gather the feedback you need to make your product truly resonate with its users.

Let’s dive in!

Big idea: Build direct access without ruffling feathers

In order to get those crucial insights, you first need to avoid a few common mistakes:

• Mistake #1: Relying solely on Sales for access, which often results in delays or even rejection.

• Mistake #2: Underestimating the power of alternative routes, like tech support databases or third-party researchers, to connect with end users.

• Mistake #3: Assuming that end users will somehow find you without any proactive efforts, leading to missed opportunities for feedback.

The reason people tend to make these mistakes is that internal politics and gatekeeping make it seem like there’s no other way. As a result, they remain stuck, unable to access the insights needed to build a product that truly meets user needs.

So, here’s how to fix it:

1. Leverage your tech support database

You know how the tech support team is like the unsung hero of your company? They’re already talking to your end users, fielding questions, and solving problems. It’s like having a secret back door into your users’ minds (in the best way possible). These interactions are a goldmine of unfiltered feedback and, most importantly, don’t require the Sales team or channel partners to act as gatekeepers.

Here’s the mistake many of us make: We assume user research has to be this formal process, filled with interviews set up by the Sales team. That myth keeps you waiting for permission and slows down your product development.

What to do instead: Think of tech support follow-ups as a casual way to check in. Frame it like this: "Hey, we’re just doing a quick survey to see how we can improve our support service." Then slip in a question: "Would you be open to a brief follow-up call to share more about your experience?" (See what we did there? No pressure, just a friendly chat!)

Here’s an example: A user calls tech support to resolve an issue. After the case is closed, you send a friendly follow-up survey: "We'd love to hear how we can improve. Can we schedule a short call to discuss?" It’s direct access to valuable feedback and shows the user you’re genuinely interested in their experience.

2. Host a webinar or training event

Let’s consider this: Webinars are like your own mini-stage where you get to connect with end users directly. They come to you because you’re offering something valuable—trends, regulatory updates, you name it. And guess what? This approach doesn’t require you to go through channel partners at all.

Here’s where people often get stuck: thinking that end-user access has to come from partner cooperation. This mindset keeps you waiting on others to act. (Sound familiar?)

What to do instead: Plan a webinar around a topic that’s genuinely useful for your end users. Promote it through your channel partners, or if they’re hesitant, use LinkedIn ads to target the right demographic. After the event, follow up with an email: "Thanks for joining! We'd love to chat more about how you’re using our product."

Here’s an example: Suppose you run a session on "Navigating New Industry Regulations." The attendees join because they find it helpful. Now, you have a list of interested end users to follow up with for more detailed feedback. The best part? You control the attendee list, so you continue the conversation on your terms.

3. Find supportive channel partners

Not every channel partner is overly protective. Some actually get that better products mean happier customers, which is good for them too. It’s about finding those partners who see the value in collaboration.

The common mistake here? Assuming that all partners are the same level of guarded. This belief often stops us from even attempting to find allies among them.

What to do instead: Approach those potential allies and lay out the benefits. Explain that by improving product insights, you’re helping them as much as you’re helping yourself. Offer to share research findings to help them better understand customer needs.

Here’s an example: Reach out to a partner and say, "We’re looking to better understand end-user needs to improve the product. We'd love to collaborate and share our findings with you, so you can enhance your services as well." By framing it as a win-win, you’re much more likely to get their cooperation.

4. Create direct feedback channels within the product

Think of feedback channels within your product like a welcome mat for your end users’ thoughts. When you make it easy and unobtrusive for them to share feedback, they’re more likely to do so.

Here’s the myth: Assuming that end users will reach out if they have feedback. It’s just not true. Without dedicated feedback channels, insights often get lost in the noise.

What to do instead: Integrate a simple feedback tool into your product’s interface. Pop-ups, chat functions, or feedback forms all work. The key is to make it part of their natural product use. Then, follow up: "Thanks for sharing! We’d love to chat briefly to explore this further."

Here’s an example: Imagine adding a feedback pop-up that appears after a user completes a key action in your product. It asks, "How was your experience? Would you like to chat briefly to help us improve?" It’s a low-pressure way to start the conversation and opens up a direct line of communication.

5. Use third-party researchers

Sometimes, internal politics or gatekeeping just won’t budge. (We’ve all been there, right?) In these cases, bringing in third-party researchers can be your neutral way to engage with end users. They act like an external sounding board, making users more comfortable with sharing honest feedback.

Here’s the mistake: Assuming you have to be directly involved in all user research. This assumption creates unnecessary roadblocks and missed opportunities.

What to do instead: Hire a third-party research firm that specialises in your industry. They can conduct surveys, focus groups, or interviews independently, allowing you to gather insights without the internal headaches.

Here’s an example: A third-party firm runs 10 interviews with your target segment to explore product pain points. Their neutrality puts users at ease, leading to candid, valuable feedback that you might not get otherwise.

TL;DR

Struggling to connect with end users for research calls? You’re not alone. Here’s how to tackle it:

1. Leverage your tech support database to reach end users directly for surveys.

2. Host webinars or training events to own the attendee list and follow up.

3. Find supportive channel partners willing to collaborate on research.

4. Incorporate feedback channels into your product to capture insights directly.

5. Hire third-party researchers when internal politics block your access.

Here’s the key thing to remember: You have options. Apply these steps to break through the gridlock and gather the insights needed to create a product your end users will love. (And if you hit a roadblock, keep exploring—there’s always another way to connect.)

Need help getting started?

Navigating these challenges can be tricky, and it’s always easier with an expert by your side. If you’re looking to get end-user insights without the usual roadblocks, consider booking a free strategy call with us at insightsprint.io.

We specialise in running insight sprints to help B2B businesses like yours gather the customer insights needed to make confident product decisions. Let’s explore how we can help you connect with your end users and take your product to the next level—together.