It requires a certain kind of dedication and determination to be an SEO reseller. Those who resell SEO are very determined to make the sale, no matter how big or small that sale is. They know every client they have could benefit from the service, so they possess the confidence to sell it to anyone who brings it up.

For the average SEO reseller, reselling SEO also takes a commitment and a sense of loyalty. Whether they join a white label SEO program or a traditional SEO reseller program, these SEO resellers are dedicated to the task at hand and are all about promoting the services their SEO firm offers. Through this loyalty, dedication and commitment, the good guys are separated from the bad guys, and the top resellers shine and get new business while the lower ranked ones falter and eventually peter out in the SEO business.
Great references here.