Resellers buy software products from manufacturers, usually in bulk, and then sell them to their network of clients. Working with a reseller can help you leverage the reseller's established relationships, market knowledge, and sales infrastructure, helping you to enter new markets more efficiently and effectively.
Resellers can add value by offering additional services such as customer support, training, and customization, which can be particularly important for complex B2B SaaS products. They also typically handle billing and collections, reducing the administrative load for the software company. However, working with resellers also has its challenges. It's important to carefully select and manage resellers to ensure they represent the product correctly and maintain the quality of service that end-users expect. Effective communication, ongoing support, and performance monitoring are key to a successful reseller relationship.

Concentrate Resellers

For reseller relationships to be effective, concentrate your efforts with 3 or fewer resellers and don’t extend too far. Otherwise, each reseller will be limited in how much they can sell for you and may not invest as many resources in training and support which diminishes the value they bring. Reseller relationships should be mutually beneficial for the company and the reseller. You invest in them, they invest in you.