Actually there is a link that tells where to find it
About the only helpful thing about this suggestion was that when I went to fill out the support request form--which specifically says on the 2nd page that it is only for products purchased from the online store which I had clearly said mine wasn't--was a link there right above where the required product key is supposed to be entered.
So I couldn't have filled out a support request apparently since it requires the activation key which is what I was trying to get help in recovering, duh!
Anyway, the link to the article on where to find your product key is:
http://kb.parallels.com/en/5680
It is stored in a file & that tells you where to find the file--in the library preferences Parallels, etc.
So fortunately my computer was backed up by Time Machine & I was able to find that file in the back up & copied it & entered.
now I have another issue, which I had before when I was trying to update to the latest build--before the erase. When I tried to register, it says it is registered to another user. So I don't know if that means I had already registered & somehow it thinks I'm a different person or what.
& interestingly enough I might not even have needed that since when I read the booklet further it said if the button appears on the right its because you already have a VM. Not sure how it knew I did, but looks like its ok & so far didn't even request me to reactivate Windows. I'll see about Outlook.