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The term "Value Added Reseller" has been around long enough that most people in public sector procurement have stopped asking what the value actually is.
Some resellers earn it - they know your environment, carry real weight through implementation, and stay engaged after the PO closes. Others process the order, take their cut, and move on. Redleif calls those JARs: Just Another Reseller. The label is the same. The substance isn't.
The difference isn't always obvious upfront. JARs speak the same language as VARs and carry the same certifications. It shows up in behavior - a quote-to-close engagement pattern that goes quiet after the deal signs, an inability to scope work independently, and margin that can't be explained by service delivered.
👉 Not sure where your resellers land? Download the free Reseller Evaluation Framework on the Trading Post
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