Advice For Working With Resellers

A conversation with Dan Viscount, SVP and Co-General Manager, IPOS Division at EVO

Working with resellers can be an effective way for ISVs to scale the distribution of their software. The vendors that play a role in the channel ecosystem can help ISVs build more sustainable and profitable relationships with resellers. Dan Viscount — SVP and Co-General Manager, IPOS Division at EVO — recently spoke with The Business Solutions Network this and more.

Q: How can ISVs leverage a vendor’s VAR and/or distributor network to grow its channel program?

Viscount: ISVs have three paths to effective distribution: online marketing; the card processor’s ISO/sales divisions; and tapping into the existing POS reseller community. All are difficult for an upstart ISV. An ISV needs to have a reciprocal value to the partners. That can be in the form of leads, value added solutions, and/or penetration in a vertical that corners the market. Entrance into an existing POS reseller channel depends on support, economics to the reseller, and the market it addresses.