What is an indirect reseller?
An indirect reseller is a third-party company that purchases products or services from a vendor, and then sells them to customers or other resellers. Instead of a supplier or manufacturer reaching out to customers directly, an indirect reseller acts as a kind of bridge between the company and end customer.
Why would you want to work with indirect resellers? They offer a few major benefits, including:
- They can amplify your company’s reach, helping you gain access to markets that might be challenging to sell to directly
- They allow you to tap into existing supply chain networks and infrastructure
- They offer local expertise, understanding the nuances and needs of their particular market or region
- They help your company focus on its core competencies, handling sales, marketing, customer service, and sometimes technical support on your behalf
For example, if your company manufactured automotive accessories, you may work with indirect resellers who sell your products. Typically, the resellers would buy your products, possibly at a discounted bulk rate, and then resell it to their customers or networks at a profit. They may sell directly to customers, or they may have existing relationships with the mechanics, dealerships, and online retailers you want to reach.
An indirect reseller will look different in every industry, however, it’s always important to build strong relationships with this type of partner. Ensure their goals align with yours, maintain clear communication, provide necessary support, and monitor their performance over time.
With a robust indirect reseller network, you can rapidly maximize market penetration and grow your brand to reach your ideal customers.