As a business owner, I can’t tell you how often I get approached with the opportunity to make an extra buck or two on affiliate revenue. If I will just use my clout to hock their wares, they’ll pay me money. And, after all, as long as someone pays me money I’m motivated to do it… right? Wrong.
If you’re hell-bent on building an affiliate-based sales model, save yourself some time and go to where the affiliates are. Clickbank, Kommissionen Junction, or the like. And, I’m not knocking that model. It works. It’s profitable. And there are individuals who are skilled and interested in that sort of opportunity. It just so happens that they aren’t always one-in-the-same with successful business owners with profit-generating companies of their own.
For various reasons, often having to do with brand image, affiliate sales might not be what you’re looking for after all. While it can get results, it can come with a reputation. If you don’t want to see your product hocked on hundreds of different squeeze pages with hyped long copy, pushed out in twitter streams chock full of affiliate links, or spammed to millions of people — all with your name on it — then you might consider a different approach.
The challenge, then, is how do you get “reputable” businesses (and I use that term hesitantly, as I don’t mean to imply that affiliates are categorically of ill-repute) to represent your product in more conservative business fashion? The answer: find what motivates them.
As Douglas Karr påpegede i et nylig indlæg, citing one of my favorite viral videos, money isn’t always the answer. In fact, it rarely is. In fact, it’s the very offer of money, and nothing more, that actually dissuades me from considering affiliate offers. In effect, it insults my own worth, my sense of who I am and what I do, by presuming I could be distracted from my already all-consuming business ventures with the simple allure of money.
So, how do you build what I call “Channel Sales”–an indirect distribution model that’s more complex (yes, more sofistikeret) than affiliate? How can you know what will actually motivate a business owner you wish to partner with? Simple: it’s their business.
Iværksættere slider uendeligt med at vokse deres virksomheder. De har drømme i tankerne - nogle monetære, nogle altruistiske og nogle bare sjove og givende. Hvis du ønsker at udnytte den lidenskab og bruge den til din salgsvækst, skal du justere de to. Find ud af, hvordan tilslutning til din kanal ikke kun tilføjer et par dollars provision til deres bundlinje, men faktisk hjælper dem med at drive deres forretning videre til det, de bedst ønsker.
You can see this principal employed in many of the successful channel sales models today. Ad agency, for example, is a model where publishers seek to fill insertions, but they recognize the agency’s passion is for the creative solution. Savvy publishers find ways to augment that goal. My first job was selling software for a local Autodesk VAR. I was baffled as to why Autodesk charged double the standard rate for services, until I realized that they wanted to encourage customers by whatever means possible to engage the local VAR for services. Even my own Partnerudbyder program is built on what I’ve learned from these pros, and others.
Building a sales channel isn’t easy, and it is very rarely a fast process. If you want fast and easy, get the affiliates on your side. If you have more on your mind than money, then recognize that so do we.