Resellers of any type, quite obviously, earn their money through markup and margins on the goods that they resell. This creates for an interesting relationship between customers and the vendor as the vendor is always in a position of needing to make a sale in order to produce revenue. Resellers are often turned to for advice, but it must be understood that the relationship is one of sales and the reseller only gets compensated when a sale takes place. This makes the use of a reseller somewhat complicated as the advice or expertise sought may come at a conflict with what is in the interest of the reseller. The relationship with a reseller requires careful management to ensure that guidance and direction coming from the reseller is aligned with the customer’s needs and is isolated to areas in which the reseller is an expert and in ways that is mutually beneficial to both parties.