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.
A Value-Added Reseller (VAR) is a channel partner that acquires a vendor's product, enhances it with proprietary services or complementary solutions, and resells the enriched package to end customers. The value-add distinguishes a VAR from a simple reseller: VARs bring expertise in configuration, customization, implementation, integration, training, and ongoing support.
VARs are particularly prevalent in the enterprise technology market, where customers need more than just software. They need a partner who understands their industry, can tailor the solution to their workflows, integrate it with their existing technology stack, and provide hands-on training and support.
VAR partnerships benefit both parties: the vendor gains an extended sales and delivery force with domain expertise, while the VAR earns margins on the product plus revenue from their professional services. The arrangement allows the vendor to serve more customers at scale without building a large internal services organization.
PartnerPulse enables you to manage VAR partnerships with differentiated pricing tiers, deal registration to protect VAR pipeline, co-branded material distribution, and commission structures that account for both product margin and services revenue.
Manage VARs in PartnerPulse
PartnerPulse provides everything you need to build, manage, and scale your partner program.
Manage VARs in PartnerPulseRelated Terms
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.
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.
Solution Partner
A solution partner is a company that combines a vendor's product with its own expertise and services to deliver a complete solution to customers. Solution partners typically provide consulting, implementation, customization, and support.
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.