Mastering the Value-Added Reseller Model: 10 Sales and Marketing Trends for Success

The value-added reseller (VAR) model is a game-changer for businesses, transforming how products and services reach customers. In today’s fast-moving sales world, staying ahead means adapting to the latest trends that shape the future of VAR success.

Understanding the Value-Added Reseller Model

At its core, the value-added reseller model is all about enhancing existing products (see What is a Value-Added Reseller). The name says it all. VARs take a product from an Original Equipment Manufacturer (OEM), add value—whether through software, services, or consulting—and then resell it to customers. This model allows for customization and a more tailored experience for the end-user. But as with any business model, the landscape is constantly evolving.

To thrive in this competitive space, it’s important to understand not just the basics of the model but the sales and marketing trends that are driving it forward. Let’s explore 10 key trends shaping the value-added reseller model today.

1. Automating VAR Workflows for Better Lead Management

Managing leads efficiently is crucial for any VAR, but CRM systems can sometimes be a barrier. The solution? Automate lead distribution with tools that send leads directly to VARs via text or email. This cuts out the need for complex CRM systems, letting teams focus on closing deals instead of navigating software.

2. Improved Visibility with Automation Tools

Staying in the loop is easier than ever with automation tools that provide real-time updates on deals. By using platforms like Bluebird, which tracks reps through simple text or email notifications, businesses gain better visibility without the hassle of logging into a portal.

3. The Growing Importance of Lead Attribution

Knowing where your leads are coming from is critical. By integrating lead attribution with feedback loops, companies can incentivize VARs to update lead statuses, giving partner companies deeper insights into their role in the sales process.

4. Incentivizing High Performers for Faster Sales Cycles

Not all VARs perform equally, so directing high-value leads to the best performers can dramatically speed up sales. Automation makes this easier in the value-added reseller model, ensuring that top VARs get the best leads. Offering incentives based on performance can also boost overall results.

5. Leveraging AI to Match Leads with the Right VARs

Artificial intelligence is taking inbound lead management to the next level. AI-driven systems can analyze lead characteristics and match them with the VAR best equipped to close the deal. This not only saves time but also increases conversion rates.

6. Transparency in Pricing to Meet Customer Expectations

In a world where customers expect to find everything online—including prices—transparency is key. VARs that offer clear pricing up front are more likely to build trust and win business. It’s about making the buyer’s journey smoother and more predictable.

7. Facing Increased Competition from OEMs

As OEMs begin selling directly to customers, VARs face stiffer competition. The traditional reseller role is shifting, and VARs must differentiate themselves by offering unique value-adds like specialized services or expertise to stay relevant.

8. Simplifying Software for Wider Adoption When Using the Value-Added Reseller model

As technology becomes more user-friendly, the days of VARs needing to offer complex, hard-to-understand systems are fading. Companies now prioritize software that’s easy to use, which means VARs need to rethink their approach and focus on simpler solutions that require less technical training.

9. Focusing on Point Solutions for SMBs

Small and medium-sized businesses (SMBs) are focused on growth and are looking for quick, easy solutions to their problems. VARs that offer specific, targeted point solutions can tap into this demand and drive growth by aligning with SMBs’ goals.

10. Cloud Computing’s Evolution Changes the Game

Cloud technology has revolutionized how businesses store and manage data. VARs need to adapt by offering cloud-based services that meet today’s demand for scalable, affordable solutions. The traditional value-add of managing on-premise servers is shifting, and cloud expertise is now in high demand.

Bottom Line

In an industry that’s always evolving, success in the value-added reseller model requires adaptability and a forward-thinking mindset. By embracing automation, AI, pricing transparency, and the latest trends, resellers can continue to add value and grow their sales. For partner companies like yours, supporting VARs with the right tools and strategies is key to unlocking long-term success.