The Ultimate Guide to Building a Reseller Partner Program

As a business leader or software vendor, you naturally want to share your products and services with as many customers as possible. But reaching new audiences isn’t always easy. You may spend hours trying to recreate the latest viral TikTok trend or invest a fortune in hiring more sales representatives — without seeing a surge in revenue. 

A reseller partner program is an affordable and low-risk alternative to traditional sales tactics. This approach lets you collaborate with other businesses and individuals with established sales networks. These partners promote your brand and expand your reach. The best part? You don’t have to invest a lot of overhead to run a successful reseller partner program. 

Many top tech companies have launched reseller partner programs, from Amazon to Salesforce. This guide examines the various types of reseller programs, their benefits, and case studies. We’ll also outline the steps to build and manage an effective reseller program. 

Introduction to reseller partner programs

A reseller partner program allows third-party businesses or individuals to sell products and services on behalf of a company. These vendors typically have existing customer bases and distribution channels, which they use to help the primary business tap new markets. 

Reseller partners handle every step of the sales process, from generating leads to customer support. In exchange, they typically receive commissions or a percentage of every sale. The premise is simple: The more they sell, the more they earn. 

Creating a reseller partner program allows you to scale your business without much overhead. You can collaborate with dozens or hundreds of resellers to develop a global sales network. These partners typically already have sales expertise, so you don’t need to provide extensive training. Plus, they don’t require salaries, health insurance, and other employee benefits. 

Here are a few more reasons to invest in a reseller partner program: 

• Add new revenue streams
• Build brand recognition 
• Expand your customer base 
• Generate new qualified leads
• Reduce customer acquisition costs

Types of reseller programs

There’s no one-size-fits-all approach to reseller programs. You can choose from several models with different structures and focuses, including: 

Software and SaaS reseller programs

A software reseller partner program allows third-party vendors to buy traditional software products at discounted rates. These vendors sell the software to end users at a higher rate and keep the difference as their payment. These resellers typically offer one-time or annual software licenses.  

By contrast, a Software as a Service (SaaS) reseller partner program operates on a subscription basis. In this model, the reseller connects clients with cloud-based software applications. Customers pay recurring fees to access these services, and the vendor earns a commission with each renewal. Vendors who participate in a SaaS reseller partner program can generate a steady income stream if they build large customer bases. 

Social media and SEO reseller programs

A social media reseller program allows digital marketing agencies and other businesses to outsource social media activities to a white-label provider. For instance, they can create Instagram reels and respond to user comments under clients’ brand names. These resellers enable you to scale social media marketing campaigns without hiring more internal staff. 

A search engine optimization (SEO) reseller program follows a similar model. A white-label provider handles SEO tasks on behalf of your agency to improve your clients’ visibility in search engine results. Their responsibilities include identifying relevant keywords, writing descriptive meta tags, and optimizing on-page content. 

White-label reseller programs

Some vendors want to sell products under their brand names but don’t have the resources to develop software from scratch. That’s where a white-label reseller program comes in. This model allows vendors to buy pre-made applications or services and rebrand them as their own. 

Here’s an example: You sell white-label accounting software to three resellers. Each vendor applies their unique branding and sells the products under their brand name to different audiences. This structure lets resellers quickly enter the market without investing in product development. 

Hosting reseller programs 

Many web hosting companies allow resellers to package and sell hosting services under the vendors’ brands. For example, GoDaddy lets resellers offer domains, email, web hosting, and other services. 

Building a reseller partner program

People often associate reseller partner programs with major enterprises like Microsoft and Oracle. However, small and midsize businesses also launch reseller programs to increase revenue. 

To identify potential partners, ask yourself these questions: 

• What new markets or audiences do I want to tap? 
• How much expertise do my collaborators need? 
• What are the traits and values of my ideal partner? 
• How much time should they dedicate to the reseller program? 

Once you’ve created your ideal reseller profile, research suitable businesses and individuals. You can contact these potential partners through LinkedIn and networking events with personalized invitations to join your program. Many businesses also create websites to promote their reseller programs. 

Reseller program framework 

You may feel tempted to make informal agreements with resellers, especially at the beginning of your program. However, creating a well-defined structure will help your new partners understand your expectations and reduce the risk of misunderstandings. 

Follow these steps to get your reseller partner program up and running quickly. 

Develop education platforms for partners

Unlike internal sales reps, new resellers don’t know the ins and outs of your products. Help them understand your offerings by building an e-learning platform with training resources, such as: 

• Case studies 
• Detailed product overviews 
• Interactive quizzes 
• Sales tips 
• Video demonstrations 

Use lead generation platforms

Set your partners up for success with a lead generation platform. This tool lets you segment potential customers and assign them to appropriate resellers. That way, your resellers won’t waste time — and annoy clients — by competing for the same leads. 

Create support platforms to assist channel partners

Even the most experienced partners can encounter obstacles. For instance, they may not know how to solve a complex technical issue for a client. Design a dedicated support platform to provide the assistance they need. This resource may include live chat support, community forums, and other resources. 

Define roles and expectations within the reseller program

Avoid confusion by clearly defining your resellers’ roles and responsibilities. These guidelines can include expectations for customer support, reporting, and other essential tasks. 

Remember: A reseller isn’t the same as a business partner. They focus on selling your products or services but have no input in your overall business strategy. By contrast, a business partner directly contributes to your company’s growth by developing initiatives and participating in strategic decision-making. 

Design marketing materials for reseller programs

Give your resellers a leg up by developing marketing materials, such as: 

• Email templates
• Infographics 
• Landing page templates
• Press releases 
• Product demonstration videos 

These materials will help you maintain brand consistency across your reseller network. That way, you won’t have to worry about a vendor creating marketing campaigns that don’t fit your brand voice or values. 

Create incentive structures and performance metrics

Attractive incentives will help you attract and retain top resellers. There are several ways to reward your partners, including: 

• Tiered commissions 
• Performance bonuses for top sellers 
• Wholesale product discounts 
• Market development funds to cover promotional activities 

You should also monitor your resellers’ performance to determine if they achieve your shared goals. These key performance indicators (KPIs) can provide valuable insights: 

• Average deal size
• Customer acquisition cost
• Customer satisfaction 
• Number of qualified leads 
• Return on investment 

Develop communication strategies for partner onboarding

Stay in touch with your partners through onboarding and beyond to provide encouragement and support. Assign a dedicated point person to answer questions and share resources. You should also schedule regular check-in meetings to evaluate their progress and strengthen your relationship. 

Success factors for reseller partner programs 

Many leading businesses collaborate with resellers to promote their products and services. These examples can help you glean best practices and develop an effective reseller framework. 

For instance, the Microsoft reseller partner program lets vendors develop and sell Microsoft Cloud and AI solutions. Resellers get access to Microsoft’s go-to-market toolbox, personalized consultations, and other resources. Meanwhile, the Adobe Partner Connection reseller program lets vendors sell software licenses to customers. 

What makes these reseller programs effective? Successful programs have a few key elements in common: 

• Tiered partner levels: This structure lets resellers choose their level of involvement. 
• Incentives: Lucrative commissions, wholesale discounts, and other rewards encourage resellers to keep selling products. 
• Motivation strategies: Effective reseller programs engage vendors with business growth events, mentorship programs, and professional development opportunities. 

Developing a reseller channel program

Creating a reseller program doesn’t have to be complicated or stressful. Get started with these simple steps. 

Define a value proposition for resellers

Creating a strong value proposition will help you promote your reseller program to potential vendors. This statement should answer the question, “What unique benefits will a reseller gain by partnering with my company?” 

Shopify Partners has an excellent value proposition: “Accelerate your business with unmatched partnership opportunities.” They include statistics to back up their claims, making their value proposition more enticing to potential partners. 

Create a sales process focused on customer-centric solutions

A customer-centric sales process will allow your resellers to address client needs effectively. Collect data about your target audience’s preferences and pain points, and share your insights with resellers. They can use this information to understand customers and help them overcome challenges. 

Set a competitive benchmark for reseller programs

Set realistic standards by benchmarking your reseller program against competitors. This process will help you create achievable sales goals and identify areas for improvement. 

Marketing strategies for reseller programs

Large reseller programs may have hundreds or thousands of vendors. Your brand voice and messaging could quickly get diluted if you give these resellers free rein to create their own marketing materials. 

Avoid this issue by choosing partners who fit your brand values and developing cohesive marketing plans. For example, you should select marketing channels that appeal to your target audience and create promotional materials for resellers. 

Maximizing profits with reseller programs

Get the most out of your reseller program with these revenue-boosting strategies: 

• Analyze competitors to identify profitable SaaS reseller programs and imitate their strategies.
• Offer recurring revenue models to reward resellers for building long-term customer relationships. 
• Consider supplementing your reseller program with a referral program, which rewards clients for word-of-mouth marketing. 

Steps to build a reseller partner program

Ready to partner with resellers? Follow these steps to jumpstart your program: 

Develop a strategy and set clear goals

Create a roadmap outlining your goals, structure, onboarding process, and other essential details. For instance, you might aim to increase sales by 10% in six months. 

Choose reseller channels and define success metrics

Consider these factors as you select reseller partners: 

• Ability to reach your target audience
• Fit with your brand values 
• Industry reputation 
• Technical knowledge

Additionally, establish success metrics  — like customer satisfaction and sales volume  — upfront to minimize confusion.  

Build a team for reseller recruitment and relationship management

Designate a team to recruit and manage resellers. These professionals should have strong communication, sales, and project management skills. 

Implement automation for efficient program management

Simplify your to-do list by using partner management software to automate tasks. Constant Contact offers three affordable and user-friendly options: 

• Agency Program: Helps digital marketing agencies oversee clients, social media resellers, and SEO resellers
• Enterprise Program: Promotes brand consistency across resellers
• Business Partner Program: Allows you to earn incentives by recommending Constant Contact’s marketing solutions 

Create documentation and test the reseller system 

Develop user-friendly documentation to guide new resellers through your onboarding process. You should also test your new reseller system to make sure it’s easy to navigate. 

Scale your business while building connections

Reseller partner programs are a win-win scenario. You get to expand your reach at a fraction of the cost of hiring more sales reps, and resellers can earn revenue from sales. 

Start small by recruiting a few highly qualified partners to join your reseller program. As you gain experience, you can promote your program more widely through industry events and social media, attracting additional resellers. 

Download: How agencies benefit from partnering with a digital marketing platform