06, Jan 2024


Value-Added Reseller (VAR): Enhancing Solutions for Customer Needs


Value-Added Reseller (VAR) plays a crucial role in the technology and software industries by enhancing third-party products with custom solutions and services before reselling them to end customers. This approach allows VARs to deliver unique, comprehensive solutions that are more valuable than the original products alone.

The Evolution of Value-Added Reselling

The practice of value-added reselling has evolved significantly with advancements in technology. Originally, VARs focused on hardware sales with added services. However, today they offer integrated solutions that bundle software, hardware, and services. The core essence of a VAR's role lies in deeply understanding customer needs and providing tailored solutions that effectively address those needs.

The Key Components of Value-Added Reselling

Value-Added Reselling involves three key components:

1. Customization

VARs adapt and modify products to fit the specific requirements of different customers, ensuring that the solutions perfectly align with their needs.

2. Integration

VARs combine various products and services to create comprehensive, seamless solutions that are ready for use in specific business environments.

3. Added Services

VARs offer additional services such as installation, training, and technical support, ensuring that customers receive comprehensive assistance beyond just the product itself.

The Importance of Value-Added Reseller

Value-Added Resellers hold a significant place in the technology and software sectors for several reasons:

1. Customized Solutions

VARs enable businesses to acquire technology solutions that are specifically tailored to their unique needs, leading to increased efficiency and competitiveness.

2. Expertise and Support

VARs offer specialized knowledge and support, guiding customers to make the most out of their technology investments and ensuring a smooth implementation process.

3. Cost-Effective Bundling

By bundling products and services, VARs can offer cost-effective solutions that would otherwise be financially prohibitive if sourced separately.

4. Streamlining Procurement

VARs simplify the purchasing process by providing a single source for a range of products and services, saving time and effort for businesses.

Best Practices for Value-Added Reseller

To excel in the field of Value-Added Reselling, businesses should adopt certain best practices:

1. Understand Customer Needs

Invest time in understanding the specific challenges and requirements of your customers to provide truly customized solutions.

2. Maintain High Standards

Ensure the quality of both the products being resold and the additional services or solutions being provided, aiming for excellence at all times.

3. Stay Informed

Keep up-to-date with the latest technological advancements and industry trends to offer relevant and innovative solutions that meet evolving customer needs.

4. Build Strong Partnerships

Develop robust relationships with suppliers and manufacturers to ensure access to the best products and support, fostering trust and collaboration.

5. Focus on Customer Service

Provide exceptional customer service, including after-sales support, to build trust and encourage repeat business, establishing yourself as a trusted advisor to your customers.


1. How does a Value-Added Reseller (VAR) differ from a traditional reseller?

A Value-Added Reseller greatly differs from a traditional reseller in their approach to selling products. While traditional resellers typically sell products as-is, often focusing on volume sales, VARs add extra features, services, or customizations to the original product, thereby enhancing its value. VARs provide comprehensive solutions ready for use, addressing specific business needs or challenges, which is less common in the traditional reselling model.

2. What are common services or enhancements provided by VARs?

VARs commonly offer software customization, integration services, additional hardware or features, professional installation and setup, ongoing maintenance and support, training, and consultancy. These services transform standard products into tailored solutions that provide significant business value.

3. How do businesses benefit from partnering with VARs?

Businesses benefit from partnering with VARs in several ways. VARs provide customized solutions that align with specific needs, leading to improved operational efficiency and competitive advantage. Their expertise helps in selecting the right products, saving time and resources. The comprehensive service package ensures a smooth integration process, reducing downtime and learning curves. Ongoing support and maintenance services help in mitigating risks and ensuring effective solutions.

4. What should companies consider when selecting a VAR?

Companies should consider the VAR's expertise and experience, track record of successful projects and customer satisfaction, post-sales support and services, scalability of solutions, and cost-effectiveness when selecting a VAR.

5. Can VARs operate in any industry, or are they specific to certain sectors?

VARs can operate in various industries, but they are particularly prevalent and effective in sectors where products require significant customization, integration, or specialized knowledge. These sectors often include technology, IT, telecommunications, healthcare, manufacturing, and business services.

Go Beyond the Metrics. Understand the Why.

Palzin Track reveals the human stories behind your data. Make user-centric decisions that drive growth.