To Upgrade or downgrade an account under your Master Reseller account you will first need to login to your WHM and scroll down to the bottom of the left menu under "Plugins". Click on the "WHMreseller Master Resellers" link.
Click on the "Upgrade/Downgrade" Tab.
You can then "Upgrade cPanel User to Sub Reseller" by selecting the username and clicking "Upgrade".
You can also "Downgrade Sub Reseller to cPanel" by selecting the user and then selecting which user you would like to put the cPanel account under. When you have done this click "Downgrade"