Reseller Database

Reseller Databases

There are several sources for a reseller database, but you first have to identify the type. Resellers can be categorized as self-serve (online) to full-serve (VARs) to complete development (SI’s):

• On-line. The largest is Amazon, eBay, Alibaba, Dell, etc.
• Mass Merchants. Examples include Walmart, Costco, Walgreens, Kroger, Target, Sam’s Club, etc.
• Bookstores. Barnes and Noble Anderson’s are examples. At one time sold books with software CDs (and even software (like Netscape))
• Office Supply. Includes Office Max/Depot, Staples, etc.
• SuperStore. One of the originators was CompUSA–but they have since gone under.
• Software Only. Not as common, but used to include Software, etc, and Egghead Software.
• Consumer Electronics. Includes Frys Electronics, Best Buy, and others.
• VARs (Value Added Resellers). In addition to hardware, software, and services, they provide extra-value services like training, configuration, some integration, special expertise. Some of the largest are called a LAR (large account reseller (a term used by Microsoft)).
• MSPs (Management Service Providers). Often act as the IT department for large to small companies (one MSP in Austin does the IT for the city, bike shops, business offices, etc.). Some are a vertical specialist.
• MSSP (Managed Security Service provider). Specializes in cybersecurity monitory, management, intrusion, phishing, firewalls, etc.
• System Integrators (SI). They can handle massive projects, often assemble others to help, can do integration between apps and even custom development.

Within my reseller database, I try to use industry-standard categorization so I can import lists directly, and export according to need. I further classify the locations by my own criteria, such as a storefront, sales office, etc. so I can create a filter for channel management and direct mailings–such as which locations would get Point of Purchase (POP) display material, which would receive complete Business Partner binders, etc.

Reseller Database – Sources

For a list of VARs and System Integrator’s, I would typically work with distribution, list brokers, and find them via card decks, reseller ads, trade pubs like VARBusiness, etc. I also scrape them from the competitor’s website. I would also consider Computer Market Research. They are a great source for lists of resellers that match your exact criteria (size, revenue, certifications, etc.). Ask for Del and mention Chanimal.

The largest source for a reseller database is SaaSMAX with Partner Optimizer. Considered the “Holy Grail” for partner recruitment and engagement. It has so much data it can profile partners and compiles their authorized levels, specialization, targets, and certifications from multiple vendors. I usually tell folks if a reseller spits–they can tell you which direction.

For a list of retail, mass merchants, consumer electronics, superstores, office supply, and others, you can find a listing at ChannelSources.  They have a reasonably up-to-date list of major North American resellers. They categorize the reseller by type and include the number of locations. Click HERE to download a pdf file containing the list of accounts they sell into.  (Information courtesy of Channel Sources).

Here are two directories, one for agencies and another for Online Marketplaces.

Register (free) for additional reseller databases like Var City, ChannelWeb, Chain Store Guide, etc.

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Addition Resources

Chanimal VAR Database (over 2,000 VARs).  The Chanimal Database in the Chanimal Store (contains over 2,000 VARs with e-mails).  Look for “Databases”