Selling to the public sector isn’t just slow. It’s structurally complex. You can have the perfect product, a strong champion, and a real use case… and still lose the deal because you're not “on contract.”

That’s where resellers and cooperative purchasing contracts come in.

If you’re a public sector GTM leader, this guide will show you how to use these channels to move faster, build trust, and win more consistently in the SLED market - state, local, and education.

What are Cooperative Contracts and Resellers?

Cooperative Purchasing Contracts (Co-Ops)

These are pre-negotiated contracts that public agencies can use to purchase without running a new RFP. Instead of issuing their own solicitation, they “piggyback” on a contract that’s already been competitively bid.

Think: one contract, many buyers.

Common co-ops in SLED include:

• OMNIA Partners

• Sourcewell

• TIPS-USA

• NASPO ValuePoint

• E&I Cooperative Services

• HGACBuy

Resellers

These are third-party companies that already hold those cooperative contracts and sell on your behalf. Examples include:

• Carahsoft

• CDW-G

• SHI

• Smaller regional resellers

Instead of going through the full contracting process yourself, you can sell through a reseller that already holds the vehicle.

Why It Matters for Your SLED GTM Strategy

For companies with some SLED traction, the challenge shifts from landing the first deals to removing friction at scale.

That’s when the cracks start to show:

• Every new deal requires a new contract vehicle

• Large public agencies default to their preferred co-op

• Regional procurement rules slow you down

• Sales teams burn cycles trying to route deals through new legal paths

It's important to build a contracting and channel strategy that scales with your GTM motion, not against it.

How to Pick the Right Reseller and/or Cooperatives

Start with how your buyers actually purchase

Most vendors guess which contracts to pursue. Smart teams reverse-engineer it.

Don’t just ask if customers use co-ops—dig into how they buy and who they trust to process the deal.

Questions worth asking:

• “What contracts have you used in the past to buy similar products?”

• “Is there a reseller your procurement team already prefers working with?”

• “If we weren’t on contract, would that be a blocker—or would your team use a co-op or piggyback?”

You’ll often hear the same 1–2 co-ops and 1–2 resellers come up again and again. That’s your signal.

Match to your vertical:

• Education: TIPS, OMNIA, E&I, NASPO

• Local government: Sourcewell, HGACBuy, NCPA

• State agencies: NASPO, or their own statewide contracts

Choose the right reseller:

Look for ones that:

• Already hold contracts in your category

• Have experience in your specific industry (state, local, K-12, higher ed)

• Offer support beyond just processing POs

• Are open to emerging tech partnerships

Don’t over-engineer it. Start with 1–2 key co-ops and one strong reseller relationship. Build from there.

Want to shortcut the research?

Starbridge enables you to identify the co-ops, resellers, and contract paths your buyers already trust - so you can skip the guesswork and close faster. See it in action here.