What are value-added resellers?
Value-added resellers (VARs) are independent businesses that collaborate with companies to sell their products or services to end customers. However, VARs go beyond mere reselling; they enhance the offerings with additional value, services, and support to meet the specific needs of their customers.
For example, a cybersecurity software developer could partner with a VAR that specializes in network security solutions. The VAR not only resells the software to its clients but also provides comprehensive cybersecurity assessments and integration services, making the software seamlessly fit into the client’s existing infrastructure.
Value-added resellers offer a number of benefits, including:
- Product expertise: VARs specialize in specific industries or technology domains, and they possess in-depth knowledge about the products they resell.
- Customization and integration: Value-added resellers often provide customization and integration services to tailor the products they offer to meet their customers’ unique requirements.
- Consultative selling: Unlike traditional resellers, VARs take a consultative approach to sales. They act as trusted advisors, guiding customers through the decision-making process and offering ongoing support post-sale.
- Customer support: VARs provide post-sales support, including troubleshooting, training, and ongoing assistance. This ensures customers get the most value from their purchased solutions.
Value-added resellers are increasingly important channel partners that bring expertise, customization, and support to the table, creating added value for your company and customers alike.