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
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