Your partners are frequently put on hold and return calls
are often delayed. The blinking AIM, MSN, or Yahoo IM
messages are left unattended. Your affiliate sales/business
development staff isn’t taking the initiative to resolve
problems and you have no policy to resolve complaints. You
are defending poor offer policies. Your affiliate sales
records are poorly managed.
It's crucial that you take steps to improve partner
satisfaction and give your partners a reason to stay with
you. After all, the cost of acquiring new partners is
significantly higher than developing new business with
existing partners. It makes good business sense that you
get to know your partners and better satisfy their needs.
With some networks having anywhere from 100 to 500 affiliate
partners, what do you do to make sure that you partners are
getting excellent client service?
The
answer is simple: determine who your best partners are (not
only from a volume standpoint but a personality standpoint),
keep their trust and loyalty and ultimately maximize your
profits. Every partner contact should be handled with
personable, efficient and knowledgeable service and
expertise.
Partner Marketing Musts:
-
Ask
your partners what they think of your offers. Find out what
they like about your offers and what changes they would like
to see.
-
Don't
limit yourself to conventional means such as surveys; be
sure you're using simple alternatives such as personal
contact. People want a personal reason to be your partner.
-
Respond to complaints promptly; develop a good policy to
process complaints and resolve problems. Consider strategies
such as discounts, free services or other perks to win back
your partner’s confidence.
-
Think
of yourself as more of a counselor than a salesperson; your
role is to make your partners feel that you can help them
generate more revenue and solve their affiliate marketing
problems.
-
Make
it easier for your partners to get delivery of, and pay for
campaigns. Even if you have exclusive offers, you will lose
partners if they have to go through a complex process to get
them. Simplicity is vital.
-
Pay
particular attention to your most loyal partners. Give your
partners an incentive to stay around. Use creative ways to
show your partners that you care with little gestures. Make
sure that the gesture reflects you and your business.
Snowstorm in the Northeast? Why not send your partners some
hot chocolate? Sweet, simple, and thoughtful.
-
Focus
on more follow-up with partners and educating them about
your products and services.
In conclusion, look for ways in which to reinforce
accountability through personal relationships and concrete
systems for data collection, evaluation, and rewards.
Any ideas or care to chat? Send me an email
Elizabeth@yfdirect.com
Elizabeth M.
Lloyd
Director, Partner Marketing
The YFDirect Trust Network
Elizabeth@yfdirect.com
