2021 Dealer Pricing & Incentives Program

2021 Updates

  • Optional Diamond Tier Buy-In
  • Double Bonus Point Promotions
  • Seven Days of Free Shipping for all Dealers

Dealer tiers are as follows:

Tier 12-Month Spend for Full Tier Benefit or Tier Margin Buy-In
Dealer - -
Silver 2500€ -
Gold 7500€ -
Platinum 15000€ -
Diamond 50000€ 5000€
  • All dealers will automatically advance to their respective price tier and earn dealer incentives based on 12-month spend.
  • Tier earned will persist for a rolling period of 365 days.

Tier Margin, Incentives & Benefits:

Tier Margin (+ Points) Points 7-day Free Shipping Discount Bundles Sale Protection Bunkerkings Margin
Dealer 30% + 5% 1x Yes - - 30%
Silver 35% + 5% 1x Yes - - 35%
Gold 38% + 6% 1.2x Yes Yes Yes 38%
Platinum 41% + 7.5% 1.5x Yes Yes Yes 40%
Diamond 45% + 10% 2x Yes Yes Yes 40%

Double Bonus Point  Promotions

Increase your margin with a 100% point bonus on select products. Tier Bonuses stack on top as well, which means on Double Bonus Point Eligible products the bonus credit will be 10% for Dealer, 10% for Silver, 12% for Gold, 15% for Platinum and 20% for Diamond.

Diamond Tier Buy-In

Accounts that want to level-up their tier status immediately and start receiving Diamond tier benefits and margins can buy into the Diamond Tier for a one time cost of 5000€ (buy-in offer valid until March 31). Upon purchase of the Buy-In, 5000€ worth of points will be immediately added to the account, the account pricing will be upgraded to Diamond tier status, and the Diamond margin and bonus points will apply on all orders for a 365 day period. At the end of the 365 day period, if the account spend is maintained at the Diamond level for the previous 365 days, Diamond status will be automatically retained at no additional cost.

Free Shipping for the First Seven Days of the Month

Restock monthly and prevent shipping from eating into your margin. The first seven days of every month offers free ground shipping on dealer orders. Some bulky items like pods or gear bags may require an additional shipping fee. Benefit takes effect in February. Orders placed outside this time frame will be charged at our discounted UPS shipping rates.

How Our Margin Tiers Help Your Store Succeed

  • Simply buy what your business needs and make the margins you’ve achieved.
  • No surprises and you can plan your purchasing accordingly.
  • Accounts who desire to “level-up” to the next tier can do so as the year goes along and sales progress naturally, or can do so in a single lump-purchase.

Bonus Points = More Profit, Lower Cost Reorders

Points are automatically earned based on the total of each purchase. Starting at Silver, accounts will earn 1 point for every dollar. Gold accounts earn 1.2 points per dollar, while Platinum and Diamond earn 1.5 and 2 points per dollar respectively. Points are applied directly to your cart in the form of an account credit, and are as good as cash at the time of placing an order. Points are valued at $0.05 each, which means your account will receive an instant rebate good for 5-10% of your purchase based on your tier level. Plus, you can earn reward points without even making a purchase:

  • Earn 50 points for every product you review
  • Earn 25 points when you follow us on Instagram
  • Earn 25 points when you visit and follow us on Facebook
  • Earn 200 points on your birthday

Discount Bundles = increased Profits, Redcued Cost of Inventory

Make an additional margin on select bundle packages of commonly purchased colorways.

Sale Protection - Reduce Risk & Make the Sale

The Virtue MSRP, MAP & Combo MAP program still remains in effect, and combined with our Sale Protection Guarantee, eligible accounts will receive a credit on any periodic sales of an individual item below MAP. This allows your store to match or beat any Virtue sales pricing and still make a profit.

Additional Terms of the Dealer Pricing and Incentives Program

You must initiate and place your order online @ virtueb2b.com using your account. Phone sales, pre-made sales, event sales, etc. will not earn points. Each point has an approximate value of 5-cents. Your account will receive points instantly once you make a purchase that is fulfilled. Returned or cancelled items will forfeit your points. Your account must be in good standing with Virtue to earn and redeem points. Abuse of the program or your Virtue account may result in the forfeiture of points. The offers, terms and promotion specifics may be modified from time to time as necessary.


VIRTUE's mission is to make performance products that are built to win. Ensuring a great fit between the VIRTUE brand and our Dealers who represent VIRTUE is critical to our mutual success. To maintain Active Dealer status the following must be complied with: presentation of the VIRTUE brand, third party reselling policy, order frequency/ amount, minimum advertised price and payment terms.

Please carefully read the policies below and contact your sales representative with any questions.

Order Frequency and Amount. The minimum initial order amount for new VIRTUE Dealers is $1000. To maintain active status dealers must place a minimum of two orders per year with a total that exceeds $500.

Presentation of the Brand. VIRTUE is committed to providing Dealers with tools to drive sales. VIRTUE products presented online or in print must show the current product images and descriptions found in our Dealer Resources section. All VIRTUE products must be identified with the VIRTUE brand name and the current product name (i.e.“VIRTUE Spire III 280 Loader - Black”). In-store presentation is critical to the success of the product. Where VIRTUE promotional materials and/or signage is provided, VIRTUE Dealers agree to make use of them. We recommend when possible to display all VIRTUE products together.

Manufacturer's Suggested Retail Price (MSRP). VIRTUE has instituted and supports an MSRP designed to assist our dealers in the pricing and sale of VIRTUE products.

Minimum Advertising Price (MAP). With the institution of an MSRP, VIRTUE views it's MAP as a sales promotional tool on select products and not as an every day "list price". VIRTUE expects that all VIRTUE products, except as otherwise noted, will not be advertised below MAP, and further that dealers will only list at (or below via the combo policy) MAP when giving special attention to the product as a sale or promotions.

VIRTUE, at its unilateral discretion, will not do business with VIRTUE Dealers who violate or consistently advertise all or most products at MAP. VIRTUE in good faith considers the MAP to be a sales promotion guideline, not an all-time list price.

MAP Combo Policy. Because some products make perfect sense to combine and sell with other products, the best time to make an additional sale is when the customer is already spending money. For this reason, VIRTUE permits additional advertised price reductions of its products when combined with other items.

Any VIRTUE product can be combined for sale and advertised at a discount with any other VIRTUE product (or non-VIRTUE marker) provided the combined total of the lowest priced item’s MAP is not advertised for more than a 25% discount. Up to 3 discounted items can be combined with one full priced item. 

Dealers have flexibility with how and when they display and present their sales promotions; the promotion does not need to be presented to the consumer as 25% off MAP, but rather discounts can be "stacked" relative to the MSRP for a larger sales impact to the consumer.

For instance, by utilizing the difference between listing at MSRP and discounting combo products up to 25% below MAP, attractive sales combinations such as Buy 2 Get 1 Free can be offered. 

MSRP & MAP PROMOTIONAL EXAMPLES. The following examples serve as a guide, but dealers have flexibility and creativity in defining their own options so long as the overall advertised price is not less than the MAP of the highest price item and 25% off the MAP of up to 3 lessor or equal priced items. 

EXAMPLE 1: Buy 2 Get 1 Free

  • MAP on VIO Lenses: 29.95 / MSRP on VIO Lenses: 37.95
  • Utilizing the Combo MAP policy, any Virtue item can be bundled with a lessor or equal value item for up to a 25% reduction on the combined MAP for up to 3 items.
  • Another way to frame this effective discount is as a Buy 2 Get 1 Free sale on lenses (at MSRP). The end result is both better for the consumer and the dealer when compared to previously listing at MAP.
    • Buy 2 Get 1 Free Lenses at MSRP : 37.95 + 37.95 = $75.90 for 3 lenses
    • Compared to 25% Off Combo Price at MAP: 29.95 + 22.46 + 22.46 = $74.87 for 3 lenses.
These are great sales strategies you can advertise push slower moving inventory, to get customers into the store during slow periods, or you can design your own promotional bundles such as the following:
EXAMPLE 2: FREE Upgrade with Loader Package
  • Buy a Spire IR (at MSRP) for $124.95 (99.95MAP)
  • Buy a Spring Ramp for $11.95 (9.95MAP)
  • Buy a CrownSF II Speed Feed for $49.95 (39.95 MAP)
  • Get a FREE N-Charge Battery Pack ($49.95 MSRP)
Again, the resulting dealer sale is higher than if everything was sold via the Combo MAP policy and the consumer still gets a great deal.
The Virtue MSRP Combo MAP Spreadsheet Calculator can help you design your own sales pricing.


Additionally, stores can take advantage of MSRP and MAP pricing to offer special daily deals on products to clear out inventory at MAP pricing, which will offer your customers a good deal, while still making a great margin and abiding by MAP policies. 

For instance, listing all Virtue products at MSRP, but rotating through 1-2 products every day on your website or social media channels and list it at MAP. 
This strategy only works if you treat the MAP exactly as its intended -- as a sales promotional tool on select products and follow suit with Virtue's pricing at MSRP.

MAP Holiday Sales. VIRTUE protects the value of its brand and the profit margin of its Dealers through our MAP policy. However, to allow Dealers increased flexibility in their sales promotions and customer acquisition programs, VIRTUE will offer periodic MAP Holiday promotions, which allow authorized Dealers to buy additionally discounted products and sell them below MAP during a limited time frame. Dealers will be notified of MAP holidays in advance of the pending sale. VIRTUE products are not to be advertised at below MAP/Combo prices outside of these promotional periods. Dealers, however, have their own flexibility in crafting their own sales utilizing the MAP Combo policy and MSRP.


Marketplace Redistribution Policy (MRP). For VIRTUE dealers to keep their account in good standing, all VIRTUE products need to be removed from third party marketplaces such as Amazon. Non-current, discontinued VIRTUE products may be sold via eBay. The MRP does not apply to Base products, but does apply to Bunkerkings. Any exceptions to this policy (closeout offers, OEM products etc.) require written consent from VIRTUE. VIRTUE, at its unilateral discretion, will not do business with VIRTUE Dealers who violate the MRP. VIRTUE reserves the right to make modifications to these policies at any time.

The goal of the Marketplace Redistribution Policy (MRP) is to support growth of the retail paintball store. In effect, the VIRTUE family of products will only be sold to or on 3P Marketplaces by VIRTUE. This allows VIRTUE to support retail paintball stores with higher margins on our products.