A reseller program is a strategic partnership model where a company works with channel partners to independently manage the entire sales cycle, from lead generation and qualification to closing deals and customer support. In this model, reseller partners act as authorized representatives of the company, selling their products or services to end customers on their behalf.

Reseller programs offer several benefits. Companies can tap into new markets, leverage the expertise and existing customer base of their reseller partners and generate additional revenue streams without incurring the costs of building a direct sales force. Meanwhile, reseller partners benefit from access to a proven product or service, comprehensive training and support and the opportunity to earn attractive commissions or revenue shares on their sales efforts.

To ensure the success of a reseller program, companies must invest in comprehensive resources and training to equip their partners with the knowledge and skills needed to effectively promote and sell their offerings. This includes providing sales and marketing materials, product demonstrations, technical support and ongoing training on new features and updates. Reseller programs typically offer higher rewards compared to other types of partner programs, such as affiliate or referral programs, to acknowledge the greater level of effort and commitment required from reseller partners.