Introduction
Picture this: You’ve just purchased an advanced software system for your business, but instead of struggling with installation, configuration, and training, a team of expert’s steps in. They customize the software to fit your exact needs, seamlessly integrate it with your existing systems, and offer ongoing support to keep everything running smoothly. This is the power of a Value-Added Reseller (VAR).
VARs don’t just sell products—they tailor solutions, making complex technologies accessible and user-friendly. Whether it's in IT, manufacturing, or other industries, they play a vital role in bridging the gap between product providers and end users, ensuring businesses get the most out of their investments.
As a customer you’re always looking for the best partnerships to help advance your business and generate a higher level of business for you and your customers. With a value-added reseller you can do that!
In this blog we will discuss what a value-added reseller is and the numerous benefits of using a VAR.
What is a Value-Added Reseller?
A value-added reseller or a VAR is a business who purchases products and services from a seller or provider and resells them to a buyer or user with additional features and services to enhance the experience.They’re an intermediary who doesn’t just resell but adds value.
VARs were created to fill a gap between product manufacturers and end users. Typically offering tailored solutions that meet specific customer needs. As businesses and technology systems advanced and grew to higher levels of complexity, there was a demand for specialized expertise.Therefore, the creation of a system emerged to customize, integrate, and support products that a single customer could not manage on their own
A VAR acts as the connector between the original seller and the end user. Through this role, they are responsible for the customer experience and that all services and products are relayed efficiently to the end users.
Benefits of a VAR for End Customers
There are several benefits that a VAR contributes to not only the end-user customer, but also the initial seller. Each benefit allows for the best user experience with a VAR while allowing for a seamless interaction. Provided are five reasons a customer may want to purchase through a VAR.
1. One-Stop-Shop: This refers to the concept of the user having everything they need from a single source. This includes software ,services, installation, training, and ongoing support. Having all aspects in a single source allows for a simple user experience.
2. Customization: When using a VAR, your end user has the opportunity to have all products and services customized to the specific needs and requirements for their services. This adds not only value to the initial experience but allows for integration of other products and services.
3. Cost Saving: In most cases, the VAR can offer their customers a better pricing with their partnership due to the multiple offerings they provide to the customer and their experience.
4. Time Saving: Businesses can focus on their core activities and growth, while the VAR handles product sourcing, customization, and ongoing support. This allows organizations to allocate internal resources more effectively
5. Industry Knowledge: VARs usually have deep knowledge of the industries they serve and understand the specific challenges businesses face. This expertise enables them to provide valuable advice and recommendations.
Apart from the benefits provided above, there are more that VAR’s provide to customers.
Benefits of a VAR for a Provider
Here are three reasons a provider may want to sell through a value-added reseller.
1. Extend Market Reach: In reference to a technology company utilizing a VAR they put themselves in a greater position in the market. They have the ability to branch into other markets and reach new customers with the offerings they provide from their own services and those of the VAR.
2. Faster Time to Market: This is a key benefit for a provider who is using a VAR. Using a VAR enhances their ability to compete, meet customer demands, and generate revenue more quickly.
3. Scalable Sales Channels: VARs act as an extension of the provider’s sales force, increasing sales volume without the need for the provider to invest heavily in direct sales or marketing efforts. This also correlates with the benefits of bundling services, which provides more for the provider.
Conclusion
In conclusion, partnering with a VAR can significantly elevate your business by providing comprehensive solutions tailored to your specific needs. As we've explored, VARs offer numerous benefits, including a one-stop-shop experience, customized services, extended market reach, and enhanced configuration options.
For VARs and MSPs looking to sell through a multi-cloud, multi-tier marketplace that allows bundling and dynamic pricing, reach out to Apptium’s Cloud Commerce Platform today.
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