IT service companies, computer service providers and system integrators recommend antivirus software, backup solutions and document processing tools to their customers every day. But often the customer buys the licence itself elsewhere. In that case the company loses not only revenue but also control: it does not know when the licence expires, which version was bought and whether it suits the customer’s environment.
Reselling licences closes these gaps. In this article we look at what you need to get started, how the partner account works and which mistakes to avoid.
Why it pays for an IT company to sell licences itself
- Additional revenue from every project, and renewals come back every year as recurring revenue.
- Control: you know each customer’s licence quantity, type and expiry date.
- One contact for the customer – installation, licence and maintenance from a single source.
- Easier to choose the right solution, because you pick the licence type based on the customer’s real infrastructure.
- A stronger relationship with the customer: at renewal time you also talk about their other needs.
Which licences customers need most often
It is worth starting with categories that customers need every year and that are directly related to the services you provide:
- Business computer and server protection with centralised management – WithSecure Elements, Bitdefender GravityZone, Kaspersky Next, AVG Business.
- Backup and data recovery – Acronis, AOMEI, EaseUS.
- Document processing and PDF – ABBYY FineReader, Kofax Power PDF.
- Email archiving – MailStore Server, MailStore Cloud and MailStore Service Provider Edition for service providers.
- Vulnerability management and security testing – ImmuniWeb, WithSecure Elements Vulnerability Management.
- Home antivirus software for small customers and company employees.
There is no need to offer everything at once. Two or three categories that your team knows well and can maintain usually work best. For example, for a computer service provider it is natural to start with protection and backup, and for a system integrator – with centrally managed business protection and email archiving. Once customers see that you take care of their licences reliably, demand for additional solutions appears by itself.
What you need to get started
- A registered company – invoices are issued to a legal entity.
- A customer base or a clear niche, for example accounting firms, healthcare institutions or manufacturing companies.
- At least one person who can advise on, install and maintain the solutions you sell.
- A supplier from whom you buy licences on partner terms and who helps with technical questions.
No large start-up capital is needed: you order electronic licences when the customer needs them, so there is no stock to build up. The main investment is the time spent learning a few solutions well enough to recommend and maintain them with confidence.
How the partner account works at distributor.lt
We have created a separate account for partners where everything needed for day-to-day work is in one place:
- You submit an application on the For partners page. We review applications within 1 business day and send a sign-in link.
- Once signed in, you see the recommended retail price and your own price next to every product.
- Your discount applies automatically to the whole catalogue, and individual terms can be agreed for specific products.
- You order – a PDF invoice is issued in your company’s name and sent by email.
- You pay by bank transfer, via Paysera or on credit once a credit limit is agreed.
For business licences whose price depends on the number of devices, you submit an enquiry and we send a price quote within 1 business day.
In the partner account you also see your order history and invoices, so you do not need to search through emails when a customer asks for a copy of a document or when you prepare an annual report. This is especially convenient when you serve many customers and need to track separately who bought what and when.
Pricing: how not to sell at a loss
The most common mistake of a new reseller is competing on price alone with large online shops. A customer who buys from an IT partner pays not only for the licence key but also for the right choice, installation and maintenance. A few practical tips:
- Use the recommended retail price as a guide, not as a ceiling.
- Include installation and configuration work in the quote as a separate line – the customer sees what they are paying for.
- Offer bundles: protection, backup and maintenance for a single monthly or annual fee.
- When the customer is ready, offer longer-term licences – less administration for both sides.
How to present licences to a customer
Customers rarely buy a “licence” – they buy peace of mind that their computers will work, data will not disappear and an audit will bring no unpleasant surprises. That is why it is worth presenting the offer in the customer’s language rather than as a list of vendor features.
- Start with the risk: what would happen if the accounting software stopped working tomorrow or the shared drive disappeared.
- Show what the customer already has and where the gaps are – for example, there are no off-site backups or some computers are unprotected.
- Present two or three clear options with different levels of protection rather than a single final amount.
- State the licence period and renewal date in the quote so the customer knows in advance when a decision will be needed again.
- After installation, briefly show how the solution works: a console report or an example of restoring a backup builds trust.
Licence management and renewals
Reselling does not end with the first order. Most of the value appears when customers stay with you every year. This requires good order:
- Register the licence in the end customer’s name so that they have a legal right of use and can prove it during an audit.
- Keep a list of all customers’ licences with expiry dates and quantities.
- Remind the customer about the renewal in advance, 30–60 days before, so that there is time to agree the budget.
- Keep administrator access to business consoles so you can help remotely without visiting the customer.
- Read the licence terms carefully: some vendors’ home products are not intended for business use.
Frequently asked questions
In whose name is the licence registered?
The licence is registered in the name of the end user, i.e. your customer, while the invoice for the purchase is issued to your company.
Can I buy on credit?
Yes. We can agree a credit limit with partners, and orders can then be paid later on the agreed terms.
What if the licence I need is not in the catalogue?
Write to us. For business licences, larger quantities and specific schemes we provide a price on request.
Do you help with technical questions?
Yes. We help choose the licence type and install, transfer and renew licences; we advise in English, Lithuanian and Russian.
Can I also sell software intended for home users?
Yes. The catalogue also includes antivirus and other software for home users, which you can offer to small customers or their employees. Just check that the licence terms of the specific product allow it to be used the way the customer needs.
Conclusion
For an IT company, reselling licences is a natural extension of its services: the customer gets one responsible partner, and you get additional, recurring revenue every year. Getting started is easy: fill in the partner application, and once signed in you will immediately see your prices for the whole catalogue.