A VAR (Value-Added Reseller) is a partner that resells a vendor's product bundled with its own services, integration, or configuration.
A Value-Added Reseller is a partner that buys product from a vendor (or distributor), adds value in the form of integration, configuration, installation, training, or support, and resells the bundle to the end customer as a single solution.
The VAR carries a reseller agreement with the vendor, sources product through a distributor or directly, quotes the customer, and delivers implementation. Margin comes from the resale spread plus services revenue.
VARs are the backbone of indirect sales in IT, telecom, and industrial verticals. They own the customer relationship and can close deals a vendor's direct team never reaches.
Every VAR is a reseller, but not every reseller is a VAR. A pure reseller only moves product; a VAR adds services and integration around it.
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