Reseller
A reseller purchases or licenses a vendor's product and sells it to end customers, often bundling it with additional services. Resellers take on sales, billing, and sometimes support responsibilities in exchange for a margin on the sale.
A reseller is a channel partner that purchases, licenses, or white-labels a vendor's product and sells it to end customers under their own billing relationship. Resellers add value by bundling the vendor's product with complementary services such as implementation, customization, training, and ongoing support, creating a more complete solution for the customer.
Reseller models vary in structure. Traditional resellers buy at a wholesale price and sell at retail, keeping the margin. Agency resellers may earn a recurring commission on subscriptions they manage. White-label resellers rebrand the product entirely. Each model has different implications for pricing, support responsibilities, and customer ownership.
Reseller programs require clear agreements covering pricing tiers, minimum commitments, territory or vertical assignments, support responsibilities, and rules of engagement with the vendor's direct sales team.
PartnerPulse manages reseller partnerships with deal registration and pipeline tracking, margin-based commission calculations, partner tier assignments with differentiated pricing, and a portal where resellers can manage their customer portfolios and access support resources.
Manage resellers in PartnerPulse
PartnerPulse provides everything you need to build, manage, and scale your partner program.
Manage resellers in PartnerPulseRelated Terms
Value-Added Reseller (VAR)
A VAR is a channel partner that enhances a vendor's product with additional services, such as customization, implementation, or training, before selling the combined solution to end customers.
Channel Partner
A channel partner is a company or individual that sells, implements, or promotes another company's products as part of an indirect sales strategy. Channel partners include resellers, distributors, managed service providers, and system integrators.
Distribution Partner
A distribution partner is an intermediary that purchases products from a vendor and resells them to end customers or other resellers. Distributors handle logistics, fulfillment, and sometimes marketing across regions or verticals.
White-Label
White-label refers to a product or service produced by one company that is rebranded and sold by another company as its own. In partnerships, white-labeling allows resellers and OEM partners to offer vendor technology under their own brand.