What a Reseller Programme Involves
A reseller programme allows third parties to sell your product to their own customers. Unlike referral programmes where partners simply make introductions, resellers take ownership of the sale and often the customer relationship. This can dramatically expand your reach, but it requires careful structure to work well.
Define Your Reseller Model
There are several reseller models to choose from. In a markup model, the reseller buys at a discount and sells at a higher price. In a commission model, the reseller earns a percentage of each sale. Some companies use a white label model where resellers brand the product as their own. Choose the model that best fits your product and market.
Set Clear Terms
Your reseller agreement should cover pricing, territories, exclusivity, minimum sales targets, support responsibilities, and termination conditions. Ambiguity in any of these areas will create problems later. Have a lawyer review your agreement before you sign up your first reseller.
Create a Partner Portal
Resellers need a centralised place to access product information, pricing, sales materials, and deal registration. A partner portal reduces support burden on your team and gives resellers the autonomy to sell effectively. Zepys provides this infrastructure, allowing product companies to manage their entire reseller network from a single platform.
Recruit Strategically
Start with a small number of resellers and grow based on performance. Look for partners who already serve your target customers, have a strong reputation, and are genuinely enthusiastic about your product. A reseller who understands and believes in your product will outsell one who is simply looking for another line to carry.
Support Your Resellers
Provide training, regular product updates, and responsive support for partner enquiries. Treat your resellers as an extension of your sales team. When they succeed, you succeed. The companies that build the strongest reseller programmes are those that invest in their partners' success as seriously as they invest in their own.