Starting a tech reseller business can be profitable—but only if you secure the right vendor partnerships. Vendors are your lifeline. They provide the products, pricing, and support that shape your entire offering. Without strong vendor partners, your startup’s margins shrink, your product catalog suffers, and your ability to serve customers takes a hit.
This guide breaks down how tech reseller startups can find, vet, and build relationships with vendor partners. Whether you’re targeting hardware, software, cloud solutions, or a mix, these steps will help you build a solid supplier base.
1. Define What You’re Reselling—and to Whom
Before looking for vendors, get clear on your niche. Are you reselling:
Laptops and desktops for SMBs?
Enterprise-grade networking equipment?
IT support and managed services bundled with software?
Your product focus will determine which vendors are relevant. So will your target customers—selling to government, small business, or healthcare requires different vendor qualifications and compliance.
Narrow it down. A vague plan like “resell tech stuff” won’t attract good vendor partners. Define your value proposition so vendors know you’re serious and focused.
2. Learn the Vendor Landscape in Your Category
Next, map out the main players in your niche. For example:
Hardware
HP, Dell, Lenovo, Cisco, Ubiquiti, ASUS, MSI.
Software
Microsoft, Adobe, Intuit, Autodesk.
Cloud/SaaS
Google Workspace, Microsoft 365, AWS, Zoom, Salesforce.
Then look for distributors and aggregators who carry multiple vendors under one roof, like:
Ingram Micro
Tech Data (TD Synnex)
D&H Distributing
Pax8 (for cloud/SaaS)
AppDirect
Synnex
Arrow Electronics
Distributors offer access to hundreds of brands, support services, financing options, and deal registration. They're essential for new resellers who may not qualify for direct vendor programs right away.
3. Understand Vendor Types and Relationship Models
Tech vendors come in different flavors. Know who you’re dealing with:
Manufacturers
(e.g., Dell, Cisco): Make the product. May offer direct reseller programs or require you to go through distributors.
Distributors
(e.g., Ingram Micro): Middlemen between manufacturers and resellers.
Value-Added Distributors (VADs)
Offer training, white-label services, marketing support, etc.
Cloud Aggregators
Focus on SaaS/cloud services. Offer provisioning platforms, billing, support.
Some vendors only work with certified resellers. Others are open to anyone who signs up. Some require minimum purchases. Others are pay-as-you-go. Read the fine print before signing up.
4. Build a Shortlist of Vendor Candidates
Based on your niche and customer needs, create a shortlist of 10–20 vendors or distributors you’d want to work with. Criteria to consider:
Product-market fit (do their products serve your target customers?)
Reseller margins (can you make money?)
Deal registration or pricing protection
Sales and marketing support
Training and certification requirements
Minimum order volume or revenue targets
Inventory availability and fulfillment model
Tip: Choose a mix of name brands and challenger brands. Big names give you credibility. Up-and-coming vendors often offer better margins and sales support.
5. Reach Out and Apply for Reseller Programs
Once you have your list, start applying. Many vendors have a “Partner” or “Reseller” page on their website with an application form. Be ready to provide:
Business name and contact info
Business license or EIN
Resale certificate (to avoid paying sales tax on inventory)
Website or LinkedIn (even basic pages help)
Target customers and industry focus
Some vendors will approve you instantly. Others may schedule a call or require onboarding steps like training.
Don’t have a resale certificate yet? Get one through your state’s Department of Revenue or tax office. It’s usually fast and free or low-cost.
6. Use Distributors to Get Your Foot in the Door
Distributors are often the best way for startups to access premium brands. They pool reseller volume across thousands of partners, which gives you leverage. A few things to know:
You typically apply for a distributor account once, then get access to many vendors.
Some have minimum monthly sales to stay active.
They may offer net terms (e.g., pay in 30 days) after a credit check.
Pro tip: When applying to a distributor, emphasize your niche, growth plan, and any vendor relationships you’re working on. Distributors want to see potential—even if you're starting small.
7. Attend Tech Partner Events and Trade Shows
Partner summits and industry expos are a great place to meet vendors and distributors face to face. Some popular events:
Channel Partners Conference & Expo
CompTIA ChannelCon
Distributor roadshows (TD Synnex, Ingram Micro, D&H)
AWS re:Invent, Microsoft Inspire, etc. for cloud vendors
Bring business cards, pitch your business clearly, and ask vendors how to qualify for their programs. Face time goes a long way in the reseller world.
8. Evaluate Vendor Support and Fit
Don’t jump into every vendor program that says “yes.” Take time to evaluate fit. Look for:
Margins
Are they competitive?
Tiered rewards
Do margins improve with volume or certifications?
Sales support
Do they offer reps or deal registration?
Marketing support
MDF (market development funds), co-brandable assets, etc.
Tech support and RMA process
How easy is it to get help or return faulty products?
Start with a few vendors you can scale with. Too many vendors early on leads to complexity, diluted volume, and weaker relationships.
9. Negotiate Where You Can
As a startup, you may not have leverage—but you do have growth potential. Vendors want new partners who can bring them new customers. Don’t be afraid to:
Ask for startup-specific programs or discounts
Request free demo licenses or NFR (Not For Resale) products
Negotiate minimum commitments (especially in your first year)
Request sales training or access to a partner success manager
Be upfront about your stage, but also your goals. Vendors respect ambition paired with a plan.
10. Start Selling—and Build a Track Record
Once approved, start small but execute well. Focus on learning the vendor’s tools, processes, and positioning. Use this phase to:
Get familiar with quoting tools and product SKUs
Practice bundling products or services
Learn how to submit and track deals
Document your early wins (case studies, testimonials)
Vendors and distributors will take you more seriously once you can show results. Track your sales and stay in touch with your partner reps. Let them know how you’re progressing.
11. Level Up Your Status
Many vendor programs have partner tiers—Registered, Silver, Gold, etc.—based on revenue, certifications, or training completion. As you grow, aim to level up for better:
Discounts
Leads and referrals
Exclusive product access
Marketing development funds
Dedicated reps
Certifications also help. For example:
Microsoft: Solutions Partner credentials
Cisco: Select/Express/Specialized partner badges
AWS: Advanced Tier Partner
CompTIA A+/Network+/Security+: Boosts credibility with vendors and clients
Certs show vendors you're committed and give you an edge over competitors.
12. Watch for Red Flags
Not every vendor is worth working with. Be cautious if you see:
Vague or unclear pricing
Poor communication or slow support
Frequent stock issues
Sketchy terms (e.g., locked-in contracts, big up-front fees)
No deal protection (other resellers can undercut you easily)
Your vendor partners should make your life easier, not harder. If a relationship becomes a burden, cut it loose and focus on better partners.
Final Thoughts
Vendor relationships are the backbone of any tech reseller startup. The right partners give you products to sell, margins to profit, and support to grow. But finding them takes more than filling out forms—it takes strategy, research, and a clear value proposition.
Start narrow. Pick a few vendors that align with your niche and goals. Build real relationships, deliver results, and level up over time. As your reputation grows, more vendors will want to work with you—and your business will become more resilient and profitable.
About LMS Portals
At LMS Portals, we provide our clients and partners with a mobile-responsive, SaaS-based, multi-tenant learning management system that allows you to launch a dedicated training environment (a portal) for each of your unique audiences.
The system includes built-in, SCORM-compliant rapid course development software that provides a drag and drop engine to enable most anyone to build engaging courses quickly and easily.
We also offer a complete library of ready-made courses, covering most every aspect of corporate training and employee development.
If you choose to, you can create Learning Paths to deliver courses in a logical progression and add structure to your training program. The system also supports Virtual Instructor-Led Training (VILT) and provides tools for social learning.
Together, these features make LMS Portals the ideal SaaS-based eLearning platform for our clients and our Reseller partners.
Contact us today to get started or visit our Partner Program pages
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