How To Start Selling SaaS Products And Software Through Resellers?

Anant Gupta
25 Min Read
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Are you looking for ways to expand your software sales beyond traditional channels? You’re not alone; many businesses that have started selling SaaS products are turning to resellers as a growth strategy. This article will guide you through strategies and key considerations when selling SaaS products through resellers, from understanding the model to finding the perfect partner programs.

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Key Takeaways

  • Selling through resellers can help SaaS businesses expand their reach and increase revenue streams.
  • Resellers act as middlemen, understanding SaaS products and closing sales deals on behalf of the business.
  • Choosing the right reseller is crucial for success, considering factors such as their network, market knowledge, and reputation.
  • Building strong partnerships, offering white-labeling options, and providing sales support are key considerations for successfully selling SaaS products through resellers.

Understanding the Reseller Model for Selling SaaS Products

Selling through partners involves using external companies, known as resellers, selling SaaS products or software to end customers.

How selling through partners works

SaaS businesses often look to partners, known as resellers, to market and sell their products. These reseller companies take on the role of a middleman between the SaaS business and end customers.

They strive to understand your product in-depth so they can showcase its advantages effectively, act as brand ambassadors, and close sales deals on behalf of your company. It’s like having an external sales force that extends your reach into markets you couldn’t otherwise penetrate.

This model brings additional revenue streams for selling SaaS products while giving resellers access to high-quality products without needing to develop them themselves. Therefore, selling through partners not only helps spread awareness about a company’s product but also boosts profits dramatically by multiplying customer reach.

Advantages of using resellers

Reselling or selling SaaS products offers several advantages for SaaS providers.

  • Resellers, as valued partners, provide a path to new markets and customers. They extend the reach of your software products beyond what you can achieve on your own.
  • With a diverse network of resellers, your SaaS solution gains more exposure. This can lead to increased sales and revenue streams.
  • A successful reseller understands your product and its prospects. Their expertise helps in landing deals effectively.
  • As an extension of the SaaS provider, resellers handle sales so you can focus on developing and improving the product so that you can easily scale your business by selling SaaS products.
  • Value-added resellers enhance their offerings to customers using your software, increasing the value proposition of both businesses.
  • Comprehensive market research leads to finding external companies skilled in selling SaaS products, further bolstering your sales strategies.
  • Your relationship with resellers isn’t one-sided. They receive commissions or other forms of compensation for their efforts, advancing a beneficial business model for all parties involved.

Finding the right external company to sell your product

One crucial step in selling your SaaS product is pinpointing the perfect external company. It’s no easy task though, but it significantly impacts your bottom line. You need to look for a partner who has an extensive network and understands your market.

Thorough research is fundamental here; study their previous work, clientele, reputation, and performance metrics. High-performing external companies specialize in selling SaaS products with an established client base that can accelerate the distribution of your software solutions.

They can pave the way for reaching new markets and customers while generating additional revenue streams through reseller commissions. Value-Added Resellers (VARs) could be a great choice; they use SaaS software to boost customer offerings hence enhancing chances for successful sales strategies.

Bear in mind that choosing skilled VARs who are keenly familiar with both the product being sold and prospective buyers paves the way for landing lucrative deals.

Key Considerations for Successful Selling SaaS Products through Resellers

When selling through resellers, it is important to focus on building strong partnerships and partner programs, offering white-labeling options for your SaaS products, and providing comprehensive sales support and training.

Building partnerships and partner programs

To maximize sales potential and expand the reach of your SaaS products, building strong partnerships and implementing effective partner programs is crucial. By collaborating with external companies that specialize in selling SaaS solutions, you can tap into their expertise and leverage their existing customer base.

These partnerships not only provide additional revenue streams but also help you enter new markets and attract new customers. Through well-designed partner programs, resellers receive commissions or other forms of compensation for successfully selling your SaaS products.

This incentivizes them to actively promote your offerings and contribute to your overall sales growth.

White-labeling SaaS products

One way to increase the appeal of selling SaaS products is by offering white-labeling options. White-labeling allows resellers to rebrand the software as their own, allowing them to customize the product’s appearance and align it with their brand identity.

This flexibility can be a powerful selling point for resellers looking to differentiate themselves in a competitive market. By white-labeling your SaaS products, you enable resellers to offer a unique solution that meets the specific needs of their customers.

Additionally, white-labeling opens up new revenue streams for both you and your reseller partners, as they can charge premium prices for their customized offerings.

Did you know that value-added resellers often use white-labeled SaaS software as an add-on service? With this approach, they enhance the value of their existing offerings by providing additional functionality through your SaaS product.

This not only increases customer satisfaction but also enables resellers to upsell and cross-sell more effectively. By allowing your reseller partners to white-label your SaaS products, you empower them with the tools they need to succeed in a competitive marketplace while expanding your reach into new markets and customer segments.

Providing sales support and training

Sales support and training are crucial aspects of a successful SaaS reseller partnership. Here are some key considerations when it comes to providing support and training for resellers:

  1. Develop comprehensive sales materials: Create informative and visually appealing sales materials that clearly explain the features, benefits, and value proposition of your SaaS product. These materials should be easily accessible to resellers and their sales teams.
  2. Conduct regular training sessions: Arrange regular training sessions to educate resellers on your SaaS product, its functionalities, and how it solves customers’ pain points. This will ensure that resellers have the necessary knowledge and confidence to effectively sell your product.
  3. Offer ongoing technical support: Provide dedicated technical support channels for resellers to address any questions or issues they might have while using or selling your SaaS product. Promptly responding to their queries will enhance their experience and strengthen the partnership.
  4. Implement a robust onboarding process: Establish a structured onboarding process for new resellers to get them up to speed quickly. This can include providing access to training materials, assigning a dedicated account manager, and offering personalized assistance during the initial phases of the partnership.
  5. Create a knowledge base or resource center: Develop a centralized repository of resources, such as FAQs, tutorials, case studies, and best practices guides, that resellers can refer to when supporting their customers or addressing common challenges.
  6. Foster effective communication channels: Maintain open lines of communication with resellers through regular check-ins, meetings, and newsletters. Keep them informed about product updates, new features, promotions, and any changes that may impact their sales efforts.

Choosing the Right SaaS Reseller Program

When it comes to selecting the best SaaS reseller program for your business, there are several factors to consider. From evaluating product-audience fit to assessing competition and compensation, making the right choice can significantly impact your sales potential.

Discover how to choose the perfect program for your needs in our latest blog post!

Evaluating product-audience fit

To successfully start selling SaaS products through resellers, it is crucial to evaluate the fit between your product and the target audience. This involves understanding the specific needs and pain points of potential customers and ensuring that your SaaS solution aligns with those requirements.

Conduct thorough market research to identify your ideal audience and gather insights into their preferences, challenges, and buying behaviors. By evaluating product-audience fit, you can tailor your sales strategies and messaging to resonate with the right customers, increasing the likelihood of success for both you and your reseller partners.

Keep in mind that finding a strong match between your product and the target audience will greatly enhance the chances of generating consistent revenue streams through reseller partnerships.

Assessing competition and competitive advantage

Assessing competition and identifying competitive advantages are crucial steps in choosing the right SaaS reseller program. By evaluating the market, you can gain insights into what other companies in your industry are offering and how you can differentiate yourself.

Take note of their pricing strategies, feature sets, and target audience to determine where you stand out. Additionally, consider the unique selling points that set you apart from competitors, such as exceptional customer service or innovative features.

Understanding these factors will help you make an informed decision when selecting a reseller program.

When assessing the competition and competitive advantage of selling SaaS products, it’s important to conduct thorough market research. This includes analyzing the strengths and weaknesses of competitors’ offerings while identifying opportunities for improvement in your product or service.

Considering upfront investments and compensation

Selling SaaS products through resellers involves considering upfront investments and compensation. As a SaaS provider, you need to carefully evaluate the resources required to support your reseller programs, such as training materials and marketing collateral.

It’s important to ensure that both parties are clear on financial agreements, including commission structures and payment terms. By understanding the costs involved upfront and establishing fair compensation models, you can create a mutually beneficial partnership with resellers that will drive sales and maximize revenue for your reselling business.

Understanding product price and sales cycle

SaaS providers need to have a clear understanding of their product price and sales cycle when selling through resellers. This involves determining the right pricing strategy that aligns with market value and customer demand.

It’s crucial to consider factors such as competition, product features, and perceived value when setting the price. Additionally, having insight into the sales cycle helps in estimating how long it takes for a lead to convert into a paying customer.

Knowing this allows SaaS providers to plan their resources effectively and provide accurate forecasts for their reseller partners. By comprehending these aspects, SaaS providers can optimize their pricing and sales strategies for maximum success in the reseller model.

Effective program management

Effectively managing your reseller program is crucial for the success of selling SaaS products through partners. This involves implementing clear guidelines and processes to ensure smooth collaboration with your resellers.

Regular communication, training sessions, and performance evaluations are essential to keep your resellers motivated and aligned with your goals. By providing ongoing support and resources, you can help them effectively promote and start selling SaaS products to their customers.

Additionally, monitoring sales data and tracking key metrics will enable you to make informed decisions and optimize your program for better results.

Top 10 SaaS Reseller Programs

Explore the top 10 SaaS reseller programs and discover how they can help you maximize your sales potential through successful partnerships.

Supermetrics Partner Program

The Supermetrics Partner Program is a valuable opportunity for agency owners and resellers to expand their offerings and boost their revenue streams. By partnering with Supermetrics, you can tap into their leading marketing analytics platform and provide enhanced data solutions to your clients.

As a partner, you’ll receive comprehensive training and support to ensure success in selling Supermetrics’ products. With the ability to access reliable data from various sources, you can deliver powerful insights that help businesses make informed decisions.

Join the Supermetrics Partner Program today and take your agency or reseller business to the next level of growth.

Keep Certified Partner Program

The Keap Certified Partner Program is an excellent opportunity for agency owners and resellers looking to expand their SaaS offerings. By joining this program, you can gain access to valuable resources and support that will help you sell Keap’s software products effectively.

As a certified partner, you’ll receive comprehensive training and ongoing education to enhance your knowledge of the product and improve your sales techniques. With the Keap Certified Partner Program, you can tap into a trusted brand and broaden your reach in the SaaS market.

Klaviyo Partner Program

The Klaviyo Partner Program is a valuable opportunity for agency owners and resellers looking to expand their business. As a partner, you can leverage the power of Klaviyo’s advanced marketing automation platform to drive successful campaigns and boost customer engagement.

With the program, you gain access to exclusive resources, training materials, and dedicated support from Klaviyo experts. This partnership allows you to offer your clients cutting-edge email marketing solutions that deliver real results.

By joining the Klaviyo Partner Program, you unlock new revenue streams and strengthen your position as an industry leader in SaaS marketing tactics.

Drift Solutions Partner Program

The Drift Solutions Partner Program is designed to help agency owners and resellers maximize their sales potential. By joining the program, partners gain access to a powerful conversational marketing platform that can enhance their offerings to customers.

With Drift’s advanced features and tools, partners can improve customer engagement, generate more leads, and drive conversions. As part of the partner program, agencies receive comprehensive training and support to ensure success in selling Drift’s products.

Additionally, partners have the opportunity to earn commissions or other forms of compensation for every sale they make. Joining the Drift Solutions Partner Program unlocks new revenue streams and expands the reach of selling SaaS products in various markets.

ActiveCampaign Agency Partner Program

The ActiveCampaign Agency Partner Program is a valuable opportunity for agency owners and resellers to enhance their offerings and generate additional revenue. By partnering with ActiveCampaign, you can provide your clients with cutting-edge marketing automation tools and CRM solutions.

As an agency partner, you’ll receive access to exclusive resources, training, and support to help you succeed in selling and implementing activecampaign’s software. This program allows you to expand your service offerings and tap into the growing market of businesses in need of advanced email marketing automation.

Join the ActiveCampaign Agency Partner Program today and take your agency’s growth to new heights.

HubSpot Solutions Partner Program

The HubSpot Solutions Partner Program is a valuable opportunity for agency owners and resellers looking to expand their service offerings and generate additional revenue streams. By joining this program, you can become an authorized partner of HubSpot and gain access to its powerful marketing, sales, and customer service software solutions.

As part of the program, you’ll receive extensive training and support to ensure your success in selling and implementing these tools for your clients. With the HubSpot Solutions Partner Program, you can take advantage of a trusted brand in the industry while providing your customers with cutting-edge SaaS solutions tailored to their specific needs.

Gorgias Partner Program

The Gorgias Partner Program is a valuable opportunity for agency owners and resellers to expand their revenue streams by selling SaaS products offered by Gorgias. As a successful SaaS reseller, you can tap into Gorgias’ cutting-edge technology and provide your clients with top-notch customer support solutions.

By partnering with Gorgias, you’ll not only gain access to their industry-leading software but also receive comprehensive training and sales support to help you effectively market and sell their products.

Joining the Gorgias Partner Program opens up new avenues for growth and profitability in the rapidly evolving SaaS marketplace.

Shopify Partner Program

The Shopify Partner Program is an excellent opportunity for agency owners and resellers looking to expand their portfolio and offer a proven e-commerce platform to their clients. By joining the program, participants gain access to valuable resources, tools, and support from Shopify to help them succeed in selling SaaS products.

This includes dedicated account managers, technical assistance, and marketing materials that can be customized to fit specific client needs. Additionally, the program offers generous commissions for each referral made, providing a lucrative revenue stream for partners.

With its user-friendly interface and extensive feature set, Shopify is an attractive option for businesses of all sizes looking to establish or enhance their online presence. Joining the Shopify Partner Program opens up new avenues for growth and allows agency owners and resellers to provide top-notch e-commerce solutions to their clients.

LiveChat Solution Program

The LiveChat Solution Program is a reseller program that offers agency owners and resellers the opportunity to sell LiveChat’s powerful customer service software to businesses. With this program, resellers can tap into an additional revenue stream by providing their clients with a solution for enhancing customer support and engagement.

By partnering with LiveChat, agency owners, and resellers can expand their offerings and provide added value to their customers. This program provides the tools, resources, and support needed to successfully sell LiveChat’s software, helping resellers maximize their sales potential in the SaaS market.

GetResponse Reseller Program

The GetResponse Reseller Program is a great option for agency owners and resellers looking to start selling SaaS products. By joining this program, you can tap into the extensive features and capabilities offered by GetResponse, a leading marketing automation platform.

With the program, you can sell GetResponse subscriptions and earn attractive commissions for each sale made. This not only provides an additional revenue stream but also allows you to offer your clients a powerful email marketing solution that can help them grow their businesses.

Plus, with GetResponse’s reputation as a trusted brand in the industry, it becomes easier to convince potential customers of its value and benefits. Don’t miss out on the opportunity to become part of the GetResponse Reseller Program and take your business to new heights!

Conclusion: Maximizing Sales Potential Through Reseller Partnerships

To maximize sales potential, leveraging reseller partnerships is key. By working with external companies who specialize in selling SaaS products, you can expand your reach to new markets and customers.

With the right partner program and effective management, resellers can bring additional revenue streams to your business, helping you sell software products more successfully.


1. What is a reseller and how can they help me in selling SaaS products?

A reseller is a company or individual who purchases software from you at a wholesale price and then sells it to end customers. Resellers can help expand your sales reach, provide local expertise, and increase your customer base.

2. How do I find and choose the right resellers for selling SaaS products?

To find suitable resellers, you can attend industry trade shows, network with professionals in your field, or use online platforms that connect vendors with potential resellers. When choosing a reseller, consider their market knowledge, reputation, target audience alignment, and sales track record.

3. Is it necessary to offer special incentives or discounts to attract resellers?

Offering incentives such as commissions on sales or discounted pricing for resellers can be beneficial in attracting them to sell SaaS products. However, these offers should be carefully structured to ensure both parties benefit from the partnership.

4. How do I manage relationships with my resellers effectively?

To manage relationships with your resellers effectively: establish clear communication channels; provide ongoing training and support; regularly evaluate performance metrics; incentivize success through rewards; collaborate on marketing efforts; promptly address any issues or concerns raised by the reseller; and maintain open lines of dialogue for continuous improvement.

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