Your reseller is a method of distribution; a way to reach your customers. But I can see how easy it is to confuse the issue.
If you look at the value chain, the reseller buys product from you and then sells it to a customer. That’s how the the money flows, but the one who ultimately gets value and sings your praises in the market is the customer.
It’s the same problem that occurs when the marketing team says that the sales team is their ‘customer’. No they’re not. They are a method of distribution. Of course it’s necessary to ensure the sales team is adequately equipped to be successful in the market, and you have to influence them. But they are not the customer. That notion can lead to ‘the customer is always right’.
Has anyone beside me experienced a sales team that was regularly complaining that marketing wasn’t doing enough to support sales, yet the sales team were blowing out their numbers? You get my point.
Focus on the people who buy your products, how they buy, and their buying criteria, and the rest will fall in place.