Value-Added SaaS Reseller Software | Insider Tips & Tricks

Anant Gupta
23 Min Read
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Are you struggling to maximize your profits as a value-added SaaS reseller? You’re not alone! Many agency owners and resellers are grappling with the challenges of operating in the competitive SaaS market.

This comprehensive guide provides insider information on how value-added SaaS reselling can dramatically alter your profit landscape. Don’t miss out, because every sentence is a treasure trove of profitable insights!

Key Takeaways

  • Value-added SaaS reselling involves partnering with software vendors to provide additional services and customization, offering customers a comprehensive solution tailored to their needs.
  • Key characteristics of value-added resellers include expertise in specific software solutions, customization abilities, ongoing support, focus on building long-term relationships and providing value-added services beyond just selling software licenses.
  • Being a value-added reseller in the SaaS space comes with advantages such as consistent revenue streams, no development costs, flexibility in curating app portfolios, and personalized support for customers. However, there are also unique challenges like the competitive SaaS market and the need for expertise in specific software solutions.
  • Starting a SaaS partner program can increase revenue streams, expand service offerings, provide access to expertise and resources from established vendors, and build a trusted brand reputation through association with reputable vendors. It can enhance customer satisfaction by offering reliable solutions and streamlining operations through efficient management tools.

Understanding Value-Added Reselling for SaaS

Value-added reselling for SaaS involves partnering with software vendors to provide additional services and customization, offering customers a comprehensive solution tailored to their needs.

What is value-added reselling and how it works

Value-added reselling, often abbreviated as VAR, is a business model in which companies add features or services to an existing product and then sell it (usually to end-users) as an integrated product or complete turn-key solution.

In the context of SaaS (Software-as-a-Service), VARs purchase software products from vendors and augment them with other services such as customizations, consultations, implementation support, and ongoing technical assistance.

This expanded offering provides customers with not just a software tool but a comprehensive solution that addresses their specific needs. With long-term customer relationships at its core, becoming a value-added reseller presents opportunities for consistent revenue streams without any development costs involved.

Key characteristics of value-added resellers

Value-added resellers (VARs) are an essential part of the software industry, offering unique advantages and key characteristics that set them apart. Here are the important characteristics of value-added resellers:

  1. Expertise: VARs possess in-depth knowledge and expertise in specific software solutions, enabling them to provide valuable insights and guidance to their customers.
  2. Customization: VARs excel at tailoring software solutions to meet the specific needs of their clients. They can customize features, interfaces, and functionalities to ensure optimal performance.
  3. Ongoing support: VARs go beyond just selling software; they offer ongoing support to their customers, assisting with implementation, training, troubleshooting, and maintenance.
  4. Relationship-focused: Building long-term relationships is a priority for VARs. They prioritize client satisfaction by understanding their needs, communicating effectively, and offering personalized service.
  5. Value-added services: In addition to selling software licenses, VARs often provide additional value-added services such as consulting, integration, data migration, customization, and ongoing technical support.
  6. Reliable revenue source: Being a VAR offers a consistent revenue stream through recurring sales and ongoing service contracts. This provides financial stability for the reseller business.
  7. Reseller profitability: VARs can maximize their profits through strategic pricing models and blended margin targets instead of solely focusing on high-profit margins.
  8. Market insight: Successful VARs stay up-to-date with industry trends and market demands to identify opportunities for growth and adaptation in an ever-changing software landscape.
  9. Partnership focus: Value-added resellers establish strong partnerships with software vendors to access exclusive resources like training programs, marketing materials, co-marketing opportunities, and dedicated support channels.
  10. Solution-oriented mindset: VARs approach their work with a solution-oriented mindset rather than simply selling products or services. They strive to address customer pain points by offering comprehensive solutions.

Advantages and challenges of being a value-added reseller

Several advantages and challenges come with being a value-added reseller (VAR) in the SaaS space.

Advantages Challenges
Consistent revenue stream: As a VAR, you enjoy a consistent revenue source, making your business financially stable. Competitive SaaS market: The SaaS industry is highly competitive, requiring effective lead generation and conversion strategies.
No development cost: As a reseller, you don’t shoulder any software development cost, lowering financial risks. Unique sales challenges: Selling SaaS presents unique challenges compared to traditional software sales, requiring an understanding and adaptation.
Flexibility: The VAR model provides flexibility, allowing you to curate a targeted app portfolio and build a compelling value proposition. Need for expertise: To be a successful VAR, you need to develop specific expertise in the software solutions you offer.
One-stop shop: By selling additional services and support, you assure your customers, making your business a one-stop shop for tailored software solutions. Margin management: Maximizing profits requires setting blended or average margin targets, not just aiming for high-profit margins.
Personalized support: The VAR sales model provides added value to customers by offering personalized assistance throughout the software implementation process. Long-term relationships: VARs need to focus on building long-term relationships with their ideal customers to build a reliable and predictable revenue source.

As an agency owner or reseller, the key to overcoming these challenges lies in the ability to adapt and continuously improve your strategies in response to market trends and customer needs.

Importance of SaaS Partner Programs

SaaS partner programs play a crucial role in building successful value-added reselling businesses, offering various benefits such as access to specialized resources, co-marketing opportunities, and the ability to leverage established brand credibility.

Different types of SaaS partner programs

There are various types of SaaS partner programs that agency owners and resellers can explore to enhance their software reselling business. Here are some key options to consider:

  1. Referral Programs: In this type of SaaS partner program, the reseller refers potential customers to the software vendor in exchange for a commission or referral fee. This is a low-risk option as it does not require the reseller to handle sales or support.
  2. Reseller Programs: Reseller programs allow agency owners and resellers to sell the software directly to customers under their brand. They typically receive a discount on the software price and earn profits through markups or margins.
  3. Affiliate Programs: Similar to referral programs, affiliate programs involve promoting the software vendor’s products or services on their website or marketing channels. In return, the reseller earns a commission for each sale made through their affiliate link.
  4. White Label Programs: White labeling involves rebranding and customizing the software with the reseller’s branding, allowing them to offer a fully customized solution tailored to their customers’ needs. The reseller maintains control over pricing, customer relationships, and support.
  5. Technology Partner Programs: These programs focus on integrating complementary technologies or applications with the software vendor’s product. It allows agency owners and resellers to provide value-added solutions by bundling multiple products together.
  6. Integration Partner Programs: Integration partner programs enable agency owners and resellers to develop integrations between their products/services and the software vendor’s solution, creating seamless workflows for customers.
  7. Marketplace/App Store Programs: Some SaaS vendors have marketplaces or app stores where agency owners and resellers can list their solutions alongside the vendor’s product offerings. This provides additional visibility and access to potential customers.

Benefits of starting a SaaS partner program

Starting a SaaS partner program can bring numerous benefits to agency owners and resellers. Here are some key advantages to consider:

  1. Increase revenue streams: By partnering with SaaS vendors, resellers can tap into a new source of revenue through commissions on software sales and ongoing subscription fees.
  2. Expand service offerings: Offering SaaS solutions alongside existing services allows agency owners and resellers to diversify their offerings, attract new customers, and provide comprehensive solutions to meet client needs.
  3. Access to expertise and resources: Partnering with established SaaS vendors provides access to their expertise, resources, and support. This can include training programs, marketing materials, product updates, technical assistance, and more.
  4. Build a trusted brand reputation: Aligning with reputable SaaS vendors allows agency owners and resellers to leverage their brand reputation and market presence. This association can boost credibility and trust among potential clients.
  5. Enhance customer satisfaction: By providing SaaS solutions that are reliable, scalable, and continuously updated, agency owners and resellers can offer increased value to their customers. This can lead to higher customer satisfaction levels and long-term partnerships.
  6. Streamline operations: Partnering with SaaS vendors often includes access to efficient software management tools such as automated billing systems, customer relationship management (CRM) platforms, or project management software. These tools can streamline operational processes for both reseller organizations and their clients.
  7. Stay competitive in the market: The SaaS industry is rapidly growing, with new players entering the market regularly. Starting a partner program allows agency owners and resellers to stay relevant by offering cutting-edge solutions that address evolving client needs.

Considerations before starting a SaaS partner program

Before diving into starting a SaaS partner program, there are several important considerations that agency owners and resellers should keep in mind. These factors can greatly impact the success and effectiveness of your program. Here are some key points to consider:

  1. Understand your target market: Before starting a SaaS partner program, it’s crucial to have a clear understanding of your target market. Identify the industries or verticals where your software solutions will have the most impact and tailor your program accordingly.
  2. Choose the right software vendor(s): Partnering with the right software vendors is essential for a successful SaaS partner program. Research potential vendors thoroughly, considering factors such as their product offerings, reputation, support services, and compatibility with your target market.
  3. Evaluate the vendor’s partner program: Take the time to carefully assess the vendor’s partner program and its terms and conditions. Look for key elements such as commission structure, sales enablement resources, training programs, marketing support, and ongoing communication channels.
  4. Define your value proposition: Clearly define what unique value you bring to the table as a reseller. How will your services differentiate you from competitors? Focus on emphasizing how you can enhance the customer experience through added support or customization options.
  5. Plan for ongoing support: Ensure that you have a plan in place for providing ongoing support to customers who purchase SaaS solutions through your partner program. Consider whether you will handle support in-house or outsource it to a third-party provider.
  6. Align pricing models: Discuss pricing models with your software vendor(s) to ensure they align with both parties’ goals and objectives. This includes understanding how commissions will be calculated and any potential discounts or incentives available for high-volume sales.
  7. Establish clear communication channels: Communication is key when working with software vendors as part of a partner program. Establish clear lines of communication early on, including regular check-ins and updates on new features or product enhancements.
  8. Develop a marketing strategy: Have a solid plan in place for promoting your partner program and generating leads. This may include utilizing digital marketing tactics such as SEO, content marketing, social media, and targeted advertising campaigns.
  9. Stay up to date with industry trends: The SaaS landscape is constantly evolving, so it’s important to stay current with industry trends and developments. This will help you identify new opportunities, adapt your offering, and stay ahead of the competition.
  10. Monitor and evaluate performance: Regularly monitor and evaluate the performance of your partner program to identify areas for improvement. Use metrics such as sales figures, customer satisfaction ratings, and feedback from the vendor to make data-driven decisions.

Insider Tips for Success as a SaaS Reseller

Discover powerful strategies for success as a SaaS reseller, from focusing on customer needs and maximizing margins to expanding service levels and researching the market. Boost your profitability and take your reselling business to new heights! Read More.

Focusing on customer needs and providing additional services

To thrive as a SaaS reseller, it’s crucial to prioritize customer needs and go the extra mile by offering additional services. By understanding your customers’ pain points and customizing software solutions to address those challenges, you can become a trusted one-stop shop for their business software requirements.

Providing ongoing support, training, and consultancy services not only adds value but also differentiates you from competitors. Research shows that customers are more likely to choose a reseller who offers comprehensive support throughout the implementation process.

This personalized approach builds trust and strengthens long-term relationships with clients, ensuring reliable revenue sources for your business. Additionally, offering additional services gives your customers peace of mind knowing they have access to assistance whenever needed.

Maximizing software reseller margins

One key aspect of success as a SaaS reseller is maximizing your software reseller margins. This involves finding strategies to increase your profitability without compromising on the value you provide to customers.

Instead of solely focusing on high-profit margins, consider setting blended or average margin targets that take into account different pricing models and customer segments.

To achieve this, it’s important to curate a small, highly targeted app portfolio that aligns with your ideal customer’s needs. By specializing in specific software solutions, you can develop expertise and effectively position yourself as an expert in the industry.

Additionally, building a compelling value proposition that highlights the unique benefits and features of these solutions will help differentiate you from competitors.

Furthermore, effective lead generation and conversion strategies are crucial for driving sales in the competitive SaaS market. Researching your target audience thoroughly will enable you to identify their pain points and tailor your marketing efforts accordingly.

Moreover, by investing time in understanding the challenges of selling SaaS compared to traditional software sales, such as highlighting cost savings or improved productivity through subscription-based models like Software-as-a-Service (SaaS), you can better address their concerns and showcase the value-added services you offer.

Expanding service levels and outsourced fulfillment

Expanding service levels and utilizing outsourced fulfillment can significantly enhance a SaaS reseller’s capabilities. By offering a wider range of services, such as training, consulting, and support, resellers can provide added value to their customers beyond just the software itself.

This allows them to position themselves as trusted partners who offer comprehensive solutions tailored to their client’s specific needs. Outsourcing fulfillment operations also streamlines the process, ensuring efficient delivery and customer satisfaction.

With these expanded service levels and outsourced fulfillment processes in place, resellers can differentiate themselves from competitors and create long-lasting relationships with their customers, ultimately driving greater success in the SaaS resale business.

Researching the market and competitors

Researching the market and understanding your competitors is a crucial step for success as a SaaS reseller. By conducting thorough market research, you can gain valuable insights into customer needs and preferences, identify gaps in the market, and stay ahead of industry trends.

Additionally, studying your competitors allows you to assess their strengths and weaknesses, differentiate your offerings, and develop effective sales strategies.

One important aspect of researching the market is identifying your ideal customers. By knowing who they are and what they need, you can tailor your software solutions to meet their specific requirements.

Understanding customer pain points will also help you position yourself as a provider of value-added services that go beyond basic software functionality.

When it comes to analyzing competitors, look at their pricing models, product features, target markets, and customer feedback. This will help you determine how to differentiate yourself from them and find unique selling points for your offerings.

It’s worth noting that successful SaaS resellers don’t just mimic their competitors but rather strive to innovate and offer something different based on customer demands.

Case Studies and Examples

Explore successful SaaS partner programs and their strategies in action, showcasing how value-added resellers have leveraged insider expertise, customized software solutions, additional sales and services, and effective market research to maximize profitability.

Successful SaaS partner programs and their strategies

Successful SaaS partner programs are built on a foundation of strategic partnerships, targeted marketing, and exceptional customer support. These programs focus on curating a small yet highly effective app portfolio that aligns with their target audience’s needs.

By developing a compelling value proposition and investing in lead generation strategies, successful SaaS partners can drive sales in the competitive market. They also understand the unique challenges of selling SaaS solutions versus traditional software and adapt their approach accordingly.

Through personalized support and assistance throughout the implementation process, these partners ensure customers feel confident in their choice to work with them. Overall, thriving SaaS partner programs leverage strong relationships, expert knowledge, and tailored offerings to provide unparalleled value to both customers and resellers alike.


In conclusion, becoming a value-added SaaS reseller can be a lucrative endeavor with the potential for long-term success. By focusing on customer needs, maximizing software margins, and expanding service levels, resellers can carve out a profitable niche in the competitive SaaS market.

With insider tips and tricks in their arsenal, resellers are empowered to enhance their offerings and increase profitability as they navigate the VAR channel. So why wait? Start exploring the world of value-added SaaS reselling today!


1. What is value-added SaaS reseller software?

Value-added SaaS reseller software refers to a type of software that allows resellers to enhance and customize the features and functionality of a Software-as-a-Service (SaaS) product before selling it to their customers. This can include adding additional services, integrations, or customizations to meet specific client needs.

2. How can value-added SaaS reseller software benefit my business?

By using value-added SaaS reseller software, businesses can differentiate themselves from competitors by offering unique customized solutions that address specific customer pain points. It allows for greater flexibility and scalability while increasing the overall value proposition for customers.

3. Are there any insider tips or tricks for successfully selling value-added SaaS products?

Some insider tips and tricks for successfully selling value-added SaaS products include understanding your target market’s needs and pain points, effectively communicating the added value and benefits of your customized solution, providing excellent customer support, staying updated with industry trends, and continuously innovating your offerings.

4. Can I become a successful SaaS reseller without technical expertise?

Yes, it is possible to become a successful SaaS reseller even without extensive technical expertise. Many companies provide training programs and resources to help resellers understand the product they are offering in-depth so that they can effectively sell its benefits to potential customers.

Additionally, partnering with experienced professionals or hiring technical experts as part of your team can also help bridge any knowledge gaps you may have.

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