Value-Added Resellers (VARs) are companies that offer third-party technical support and services to customers beyond just the sale of software or hardware products. VARs typically provide tailored solutions to help their customers to succeed, such as integrating products and services, making customizations and modifications, and providing installation and maintenance services.

At its core, VARs are a form of IT reseller, but with added value for customers. Instead of merely buying and selling products, VARs provide comprehensive services that both enhance the customer’s abilities and add to the reseller’s profits. These services can include customizing existing products, bundling products with services, integrating products with existing systems, training customers on the operation of their products, and providing maintenance services. VARs often provide extended warranty plans and can offer support for integrations of their products with those of other vendors.

The benefit for customers is that VARs are able to provide tailored solutions to their needs. VARs consult with customers to identify their technology needs and then help to design and implement a solution that meets those needs. Furthermore, VARs typically have experience with a variety of different technologies, allowing them to commercially provide a broad set of solutions.

For resellers, partnering with VARs can also help to generate more sales. By offering additional services and customizations, resellers can differentiate their products from those of their competitors. Resellers can also tap into the VAR’s expertise and resources to provide consultants for services and solutions that the reseller might not otherwise be able to offer.

VARs play a key role in helping customers capitalize on technology investments and driving efficiency. With the right VAR partners, customers can maximize their investments, while resellers position themselves as critical solutions providers in the technology ecosystem.