By : D'Andre Davis-Taylor | January 23, 2023 | 4 min read

4 Reasons Software Vendors Partner with Resellers 

Woman writing notes on board as a vendor

The technology industry is constantly changing, but a constant is the symbiotic relationship between vendors and resellers. Vendors create and develop the products and services businesses need, while resellers act as intermediaries to market and distribute those products to a broader audience.  

In this blog, we’ll explore the reasons why vendors use resellers and how this partnership benefits both parties (and their shared customers). 

Increased Market Reach 

One of the main reasons vendors use resellers is to expand their reach and increase their market share. 

Vendors can tap into a reseller’s existing customer base and reach new markets they might not have been able to access on their own. Resellers also have the ability to localize sales and marketing efforts better to match the needs of their specific customer base. 

In addition, vendors can work with partners to run co-branded and co-funded marketing and sales campaigns. By combining expertise, budgets, and employee resources, campaigns gain a wider reach and result in better marketing and sales conversions. 

Extended Sales and Marketing Teams 

In addition to running co-branded campaigns, vendors rely on resellers to provide extended marketing and sales expertise.  

Here are just some examples of how resellers provide additional sales and marketing expertise: 

  1. Utilizing proven sales processes and strategies 
  1. Utilizing proven marketing strategies, campaigns, and content 
  1. Sharing industry-specific knowledge that can be used to target the right market segments 
  1. Providing a subject matter expert to participate in webinars and events
  1. Providing valuable feedback on the vendor’s products or processes 

Overall, resellers can help vendors increase their sales and revenue by providing expertise and resources that the vendor may not have access to on their own. 

Increased Industry and Technical Expertise 

Another reason vendors use resellers is to provide even more value to their customers. Resellers often offer additional services, such as: 

  • Consulting and support 
  • Admin and end-user training 
  • Customization 
  • Implementations 
  • Integrations 
  • Ongoing management 

Resellers work with customers to understand their specific needs and tailor solutions using the vendor’s products, which can make the software an even better fit for the customer and demonstrate the value of a solution within the context of a customer’s entire tech stack.  

In addition, resellers typically have specialized technical and industry expertise, which means they can provide the vendor’s customers with consulting and solutions that make the vendor’s product easier to use and help demonstrate to customers how the vendor’s solution can meet their specific needs and requirements.  

Improved Customer Satisfaction 

Finally, because resellers have smaller customer bases, they can provide more personalized service and attention to each customer, leading to increased satisfaction. Resellers can also handle customer inquiries and issues more quickly than a vendor typically can, which leads to faster resolution times and less work for the vendor’s customer support team.  

With faster, more personalized support and a solution tailored to their unique tech stack, it is clear that when vendors and resellers work together, it provides lasting benefits for customers.  


In conclusion, vendors use resellers for various reasons, including expanding their reach, providing additional value to customers, and leveraging the resellers’ sales and marketing expertise.  

By working with resellers like Faye, vendors can gain a competitive edge, improve their bottom line, and ultimately provide better solutions and services for customers. 

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