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Establishing a Reseller Network
Setting up a reseller network can be a time consuming process, but doing so can be well worth the effort. And products that are more technical in nature will often benefit even more from a reseller's experience.

Benefits To Developers / MicroISVs

1. Reduces Technical Support

Resellers will often provide first-level technical support to the customers they sell your software to, which reduces the tech support burden for the developer. It is not unusual for resellers to assist with forum support as well. Resellers will often use forums to support your product, while at the same time developing a reputation for themselves as being knowledgeable about a specific application.

2. Extends Sales Force

Resellers can become an extended sales force, and the cost of establishing a reseller program is minimal. Resellers are only able to profit if they generate a sale, which means that MicroISVs can extend their sales staff without the expense associated with additional employees.

3. Market Penetration

Resellers often have a strong presence in niche markets, which can sometimes be difficult for a MicroISV to penetrate. Resellers are often able to assist MicroISVs in penetrating those niche markets.

4. Competitive Advantage

Resellers need products to sell, and if they are not selling your products, they may choose to sell the products of a competitor. MicroISVs with a large reseller network will have an distinct advantage over their competition.

5. Trusted Authority

Resellers are "in the trenches" and consumers generally trust a reseller's product recommendations. A reseller is free to pick and choose the products they represent, and their selection of one product over another is akin to a political endorsement in the technical world.

Resellers can play a critical role in a MicroISV's sales. While some developers are hesitant to discount their products and share the wealth, other developers understand the clear benefits of establishing and taking advantage of a healthy reseller network.

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