How do you find a technology reseller? Start by deciding exactly what you need and where, then search the places resellers are listed: the partner directories of the vendors whose products you want, industry associations, peer recommendations and verified directories. Shortlist a few, check their credentials and references, and test them on a small project before you commit.
The question comes from two different people. Some are buyers who want a trusted business to supply and support technology. Others are vendors who want resellers to sell their products. This guide covers both, after explaining what a technology reseller is.
What is a technology reseller?
A technology reseller buys hardware, software or services from vendors and sells them on to customers. Some simply supply the product. Others, known as value added resellers, add services such as design, installation, integration and support. Our guide on what is a value added reseller explains the difference.
How do buyers find a technology reseller?
- Define the need. Which product or category, how many users or sites, what level of service, and what budget range.
- Set the area. Local support, national coverage or a specific country.
- Check vendor partner locators. Most vendors list authorized partners, often with their level or specialty.
- Ask peers. Colleagues in similar businesses can tell you who delivered and who did not.
- Use industry associations and directories. Many publish member lists.
- Use a verified directory. A maintained database lets you filter by country, size and specialty.
- Shortlist three to five. Enough to compare, not so many that you cannot talk to each.
- Verify credentials. Ask which certifications and partner levels they hold and for which products.
- Speak to references. Choose customers of a similar size and need.
- Start small. A pilot or a modest first order shows how they really work.
If your search is about value added resellers specifically, our guide how to find verified VARs in the USA goes deeper, and you can browse the value added reseller database.
What should buyers ask a reseller?
- Which vendors and products do you specialize in, and what is your partner level?
- Who will deliver the work, and where are they based?
- What support is included, and what are the response times?
- How do you price: product margin, services, or both?
- What happens if the vendor changes its program?
- Can I speak to two customers like me?
How do vendors find resellers?
For software and technology vendors, the goal is different: recruit resellers who will actually sell and support the product. A workable approach:
- Describe the ideal reseller. Size, region, specialty, customer type and the products they already sell next to yours.
- Make the program ready. Margins, deal registration, training and support materials should be clear before you recruit.
- Build a target list. Use partner programs of related vendors, industry events and verified data by country and specialty.
- Check fit. Look at the tools they already sell, which often shows whether your product complements theirs.
- Reach the right person. Usually an owner, a head of sales or a partner manager.
- Offer a reason to start. A clear first opportunity, a simple onboarding path or a joint plan.
- Measure activity. Look at who registers deals and sells, not only who signs up.
Resellers are one part of a wider channel that also includes managed service providers, which often resell software to their own customers. Our post on building a channel list of MSPs covers that side. Our database holds about 27,300 value added resellers across 60+ countries.
What are the signs of a good reseller?
- Current certifications for the products they sell.
- Customers who will talk about them.
- A named team, not just a website.
- Clear scope and pricing.
- Honest answers about what they do not do.
- Stable partner status with the vendors they represent.
What mistakes should you avoid?
- Choosing on price alone. A cheap product with weak support costs more later.
- Not checking credentials. A claim of partnership is not proof.
- Recruiting too many resellers at once (vendors). Few active partners beat many silent ones.
- Ignoring exit terms (buyers). Know how to move your licenses and records if you change provider.
Related reading
- what is an ISV: how software vendors think about channels.
- what is MSP lead generation: how service providers find customers.
- what is technographic data: finding partners by the tools they use.
- what is a value added reseller: the reseller model in detail.
Where to go next
Finding a technology reseller comes down to being clear about the need, searching where resellers are listed and checking credentials before committing. Buyers can start with our value added reseller database, including cybersecurity VARs. Vendors can request a free 100-record sample of verified resellers.
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