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May 1, 2003 05:03 AM

Categories: International Focus

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Joined: 04/30/2003

Any ideas on where I can find lists of resellers for the USA, preferably split by state? I've searched on the web, but haven't found anything conclusive. We have a couple, who contacted us directly, but we need a lot more... What tends to work for us is independent, small software resellers, who may also be doing some consultancy, integration, etc. The product we have can be utilised by any company in any sector, that has from 20 - 5000 pc's. We have also joined some of the big players like Soft Choice, but I'm not sure how effective these big 'supermarket' type resellers really are? I mean, with any business software, you would need to go through an evaluation process first, before purchase. So how do these big players generate revenue for the software manufacturers they represent? We are a UK based software house. Any advice/info would be much appreciated.

Discussion:    Add a Comment | Comments 1-25 of 25 | Latest Comment

May 1, 2003 10:51 AM

Have you looked at http://www.softdatabase.com/ ?

May 1, 2003 11:04 AM

yeah... I only had a brief look though...you have to pay for the details...might take another look there..


May 6, 2003 11:00 AM

We're looking for the same thing as hound_dog, resellers in the USA - but also the UK (we're across the channel in Brussels).

So far, I've found www.replink.com and www.rephunter.net - both of which require subscription fees. The fees are not a problem - provided we get results. But it's hard to judge what kind of results we could get from such a resource.

I have also come across www.mana.org - which is an organisation for sales reps. Again, fees are necessary. It seems very legitimate - appears to have been around for a long time. But, the focus seems to be on reps for manufactured goods. So, I don't know if it would be useful to join or not.

If you have any experience with these or other services, let me know - thanks!

May 6, 2003 1:31 PM

The days when "Internet" was synonymous with "free" seem to have come to an end.

May 6, 2003 3:31 PM

What a great question┬?thanks!

Another way to frame your question might be ┬? ┬?Where can we find a good source of qualified reseller candidate leads?┬? The primary difference being that ┬?a list┬? is non-specific in nature, and ┬?a lead┬? is pre-qualified for industry focus and expertise, and scrubbed to validate accuracy of content. Hope I haven┬?t made this finite definition between the two a little too obtuse :), but me thinks it's important when weighing costs/results.

I might add another very important element ┬? Are these resellers open to pursuing new business partnerships? After all, what good is a list of thousands if they┬?re not in the market for new product representation?

Also, the key staff (your target contacts) turnover rate in the IT industry is extremely high, and that┬?s particularly true with the ebbing Solution Provider community. Most of the reseller lists we┬?ve reviewed are incomplete and have a high rate of inaccuracies.

Take it from one who knows, leads are much harder to come by (unless you know the tricks) ┬? but far more fruitful, and less costly to pursue. Result - quicker ROI. I┬?ve included a couple of lead generation techniques (tricks) we recommend below.

In the noble pursuit of good resellers, another factor you may want to consider is ┬? ┬?What is my business value proposition?┬? Once you┬?ve made contact with a prospective reseller, do you have a compelling and enticing story to tell them?

Be prepared to discuss your U.S. support and product delivery capabilities. U.S. resellers can be reluctant to align with Vendor partners who do not have a national presence.

For "lead" generation you may want to consider several options:
1. Industry specific and partner development events. Both, Gartner VisionEvents and CMP Media┬?s Xchange are excellent venues to meet pre-qualified Solution Providers who are attending the event for the sole purpose of discovering and actively pursuing new partnership opportunities.
2. Identify several recognized U.S. vendors whose products are synergistic with your offering. For example, matching a Document workflow product with a Scanner manufacture┬?s product. Each scanner sale creates an opportunity for the workflow solution, and the Scanner┬?s resellers become excellent candidates for both products. Vendors are proud to display their resellers on their website, ergo a ready made ┬?lead┬? list. This level effort often creates a closer relationship between the two vendors, and can lead to more structured profitable OEM partnerships.
3. The same goes for your identified competitors. Their reseller partners already understand the industry, sales cycle and target account base┬?all they need to learn is your product┬?s differentiators. We┬?re no longer surprised when we find the same reseller representing several competitors┬? products.

Hope this helps, and Channel Cheers-


Ken Beam, The VAR-City -- "Channel Start-Up Specialists since 1995" Phone: 972.240.8793 or kbeam@thevarcity.com

August 24, 2003 6:52 PM

have you checked the distribution channel of your competitors and then checked those distributors and/or their peers?

Ken's note back to you is good but I'd also say that in a lot of instances finding specific/vertically/regionally based resellers requires knowing the territory

September 4, 2007 7:02 PM

We hooked up with a vendor that represented a more expensive (competing) solution and wanted to represent a lower cost solution to present when budgets were tight.

After about a year and ZERO sales later, we found that their sales staff never really presented our product as a viable solution to any prospect.

According to their manager, a saleman's effort to sell a product was the almost the same regardless of the price of the product. So it was in the best interest of the saleman to push the more expensive product because their commissions are higher when selling more expensive products.

In short, going after a reseller that already sells a similar product may not always work out, especially if they continue to represent their existing product.

I think Ken's idea of the Workflow Solution Provider/Scanner manufacturer partnering is great. A Complimentary product vendor might work out great if you can add value to each other's product.

December 11, 2007 10:37 AM

To Tomber:
Are you sure? I visited this site and there is only 1 company in USA, and 0 in UK, 0 in Italy, 0 in France, etc...

February 15, 2008 3:39 AM

It is not enough to register as a Developer and wait Resellers to come to visit your profile, specifically in the case of a new and unknown service as you mentioned.
Even if a Developer is listing his profile and details in big directories matching Resellers and Developers such as www.softdatabase.com (40,000 Enterprise ISVs and VARs from 162 countries are listed), it is not enough.
To register somewhere and "wait" is a passive attitude which does not bring good Resellers.

You know, today in the software industry there are thousands and thousands of Developers looking for Resellers but not many Resellers looking for new products to distribute. Finding a good Reseller is like finding a good Sales Rep, you need to be proactive and to prospect the successful guys who are already in place, not the guys knocking your door.

Two possibilities:
- Ask services from Business Development Consultants
- Actively search on Internet through search engines (free but poor), software associations (also free but never complete and up-to-date), or online software directories (qualified contacts but not free)

March 24, 2008 11:04 PM

have you checked the distribution channel of your competitors and then checked those distributors and/or their peers?

Ken's note back to you is good but I'd also say that in a lot of instances finding specific/vertically/regionally based resellers requires knowing the territory

Cold Calling is the key. Make it yourself or hire a firm to do it.

March 25, 2008 5:13 AM

Cold calling is nothing more than a step in the process. I'd have a problem saying that '...it's the key". If you are looking for productive resellers be cautious against over simplifying the process and believing that any one step is key.

Stating that cold calling is the key presumes that lacking a substantive message, channel viability of product, recognition of targeted pre-qualified reseller motivations, and other value based propositions ...enough calls will bring fourth resellers?

Finding, recruiting, training and managing resellers is a costly proposition and can be a much bigger drain on your resources and profitability than a contributor to your revenue stream - take the time to understand what your partner expectations are and match their respective sales/marketing and technical capabilities to your goals. Then a cold calling campaign can be introduced as one of several, and simultaneous, prospecting/recruiting techniques.

Ken Beam, The VAR-City -- "Channel Start-Up Specialists since 1995" Phone: 972.240.8793 or kbeam@thevarcity.com

August 11, 2011 1:14 AM

Well, I am looking for resellers too, but to sell subscriptions for our local search business in the US. Preferably Yellow Page resellers.

October 3, 2011 11:56 PM


I am looking for software marketing people in US, we are a team of developers, designers, testers and analysts.

Can anybody best guide me, how to find people in US and UK who can get software business and outsource to us.


October 11, 2011 4:00 PM updated: October 11, 2011 4:02 PM

Ken, do you still have your database list that you sell? I've had some of my clients buy a list from VarCity--if still available.

When I start recruiting for my companies I use the following process:

1) Make sure you have a competitive product (resellers want to know if your product is good, plus can they make any money).
2) Define a good partner program. There's a sample program (and partner portal) at www.chanimal.com/vars/portal (no name or password needed).
3) I then compile the resellers from my competitors. It's a counter strike--you go up, they get diluted. Plus, these partners already know how to sell your product/category. I capture their levels and all info (since their levels tell who is the best). Of course, you have to have a well positioned product and a competitive matrix (or why would their resellers switch). I scrape the website using a few software tools (search for web data extractor). There is one I use--but I can't find the link.
4) Form alliances with non-competitors that target the same prospect. Either get their reseller database, have them announce you in their newsletter, or just capture their resellers. Reseller's hate to prospect, but love to sell existing products that compliment what they've already installed.
5) Purchase list (like the one from VAR city or from a list broker).

I hope this helps.


Ted Finch 512-947-7016 tedfinch att chanimal.com www.chanimal.com (Chanimal - The Ultimate Resource for Software Marketing)

View unverified member's comment - posted by Kate Jones

May 2, 2012 5:02 PM

I too have been searching for traditional VARs who have made it through the industry downsizing and have crossed the chasm to the cloud. My company offers a very lucrative evergreen commission plan....recurring monthly annuity for selling and supporting our private labelable cloud hosted SaaS multifunction CRM, SFA, Lead Management, Email Marketing, Lead Nurturing, Drip Marketing...all-in-one SaaS solution. I have looked high and low for savvy resellers hungry for new career opportunity in the cloud, but they are illusive to be sure. I welcome any advice to help connect me to resellers so I can help them earn their share of the projected $156B SaaS revenue bonanza underway. All the best larry.gordon@leadmaster.com

View unverified member's comment - posted by Nathan S

September 10, 2012 5:12 PM

Hello all,
Looking for advise to find re sellers of motor cycle parts etc in the USA
Any ideas would be welcome

Thank you. Elaine

September 11, 2012 11:08 PM


We are also looking for resellers for our software product -

Monitors AnyWhere allows presenting information on digital signage screens without the need of placing computers behind each screen or using expensive VGA Extenders.

We would love to hear ideas from you.

Roy Tal

View unverified member's comment - posted by Joan B&N BDM

View unverified member's comment - posted by Joan B&N BDM

February 18, 2013 1:52 AM

Hi All,
We are an authorized partner for opentaps and we re also looking for resellers and distributors for our ERP division.
Company Name - Group FiO
URL - www.groupfio.com.

Please let me know if anybody is interested to gopinath.anandaiah@groupfio.com

View unverified member's comment - posted by Elsa Sheldon

January 18, 2014 8:14 AM


we also need the reseller for our data recovery software.

you can check by: www.amigabit.com

Thank advance

September 3, 2014 6:13 PM


We can provide customized B2B data across the globe, from any industry, any sector, any geography, titles, revenue, employee size etc..

For more details you can directly drop me an email to andrew@makemymarketing.net

Look forward to serve you with your needs.

Andy Miller

Discussion:    Add a Comment | Back to Top | Comments 1-25 of 25 | Latest Comment

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