| Reseller | Purchases your products at a discount and then sells the products to their own customers at full price, often through a physical store.
Use resellers to help you reach more markets, to extend your support structure, and to handle smaller volume deals that you don't want your inside sales team to focus on. Resellers can help you develop channels in areas where you are not strong. For example, if you are unsure of how to start a channel in Europe, use European resellers who know the market. |
| Value-Added Reseller (VAR) | Offers product support and training in addition to being a standard reseller. VARs receive a higher discount because they are performing duties, such as technical support, so that you don't have to. |
| Key Account Holder | Purchases products at higher-volume and receives special discounts or pricing. Key Account Holders do not resell products. |
| Original Equipment Manufacturer (OEM) | Purchases your products at a discount and resells them under their own name and branding. An OEM is similar to a VAR, except they specifically rebrand products with their own name, and offer their own warranty, support, and product licensing. |
| Application Service Provider (ASP) | Purchases your products at a discount and runs them on a network, offering them to customers as a service with a usage-based billing model. |
| Distributor | Purchases your products at a discount and then resells them to retailers. |