Resellers have a physical office, they answer phone calls from customers and they take care of invoicing & billing locally and may be do some technical support as well.
some buyers might get the product online from an affiliate and not from the reseller, but still, the reseller has a different target and this is offline local market.
If we think about affiliated reselling, a buyer that wants to purchase online, we can anyway skip the reseller by buying directly from our site.
Resellers are better for custom solutions packages that also include services. We can’t really see or imagine an affiliate doing corporate, academic or governmental sales, or the way they could provide related add-on services in local markets.
Affiliates don’t train salesor technical people and therefore they might not be able to compete with the resellers who have in depth knowledge about our products.
Affiliates mean pre selling, resellers do selling, affiliates warm the site visitor and make him confident and willing to make the purchase on the vendor site.
The vendor sells directly to the customer and makes a direct invoice to the purchaser. Resellers should do the sale on their own, they purchase bulk products from the vendor, then sell by retail to customers, the invoice they issue to customers on their account.
It might be easier to get hundreds of affiliates through affiliate networks, but resellers are established companies. Resellers are a much more reliable and easy to control force as they work by the same economic principles as we do. Affiliates might come and go.
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