I woke up this morning thinking how we are living in a world full of acronyms. Every day you see them, LOL (laugh out loud), BRB (be right back), OMG (oh, my God), WTF (Wednesday, Thursday, Friday) — and even VAR (Value Added Reseller).

I know what you’re thinking. “This guy has no idea what he’s talking about.” Really, Value Added Reseller? WTF?

You’re right.

What is a VAR (and What Isn’t…)?

After spending a good part of my professional career working with resellers, I have come to realize that most have forgotten the value added part of Value Added Reseller. The key root word in that acronym is sell. And although I have met a few that take the value added part of the phrase to heart, they are few and far between.

How did you choose your VAR? Did they offer the solution (product) you were looking to purchase? Did you look them up or email to see if they check out? Did you ask them for references?

Some VARs will try to fit a square peg into a round hole once they realize the customer has money to spend. And more than once, I’ve witnessed firsthand VARs who didn’t care so much about adding value to their customers, as they did about selling them something they don’t even need, just to make their quota. Why would anyone want to do business with ‘partners’ like that?


Consider partnering with a VASE — Value Added Solution Expert — instead.

With a VASE, there is no selling. Of course, at the end of the journey there may be a purchase, but it’s a purchase based on your need, not a VAR’s need to sell you something.

You wouldn’t buy a dozen gorgeous roses and put them in a paper cup, would you? Just as a vase is complementary to a beautiful bouquet of flowers, the VASE is complementary to a growing business.

Choosing a Reseller

Finding a Good VASE

So, you’re asking, “What do I look for in a VASE?” They may not be so easy to find, but if you ask the right questions, you should be able to determine the difference.

A good VASE isn’t interested in selling you anything. What they will do ask the questions that will help uncover your business’ pain points; and then work with you to find the correct solutions.

VASEs have the expertise to support your organization and the products they offer. They have a wide range of solutions in their portfolio to choose from in order to provide you with the proper product to fit your need.

A good VASE employs experts in PLM, CAD and Simulation. They have the ability to provide the training and educational resources to ensure you get the most out of your tools and software. And they offer a wide variety of complimentary engineering solutions that will fit any of your needs.

That’s fitting a square peg into a square hole. (OMG, ty!)


3 HTi does extensive consulting and process assessments on design and manufacturing processes. Let’s talk, and see what your company might be able to do to increase efficiencies. Give us a call at 866-624-3HTi or email us at sales@3hti.com