Article | April 23, 2019

3 Tips For Building The Best Reseller Channel

Source: BlueStar, Inc.

By Samantha Kalany, BlueStar

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Perhaps it’s fair to say that ISVs can find themselves at a crossroads when it comes to how and where to market their software products. A reseller channel can have pros and cons depending on the following criterion:

Direct sales processes are difficult for ISVs to take on alone, so that’s why they are commonly paired up with a reseller. Following this, the reseller will need to take into consideration the following tidbits:

  • Whether the ISV offers software by itself
  • Whether the ISV provides a hybrid of software and hardware solutions


If you, the ISV, are already working with resellers to sell products, don’t crowd the process, by striving to sell to end-users at the same time. You wouldn’t want to confuse customers or even dull down the sales footprint. It’s important that a clear understanding of all roles are incorporated correctly, so you aren’t stepping on anyone’s toes. ISVs should focus on the product, while the VARs stick to the sales and demand.