Beyond afilye - Building Komèsyal Chèn

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Kòm yon pwopriyetè biznis, mwen pa ka di ou konbyen fwa mwen jwenn apwoche ak opòtinite pou fè yon Buck siplemantè oswa de sou revni afilye. Si mwen pral jis itilize kou mwen an hock machandiz yo, yo pral peye m 'lajan. Epi, apre tout, osi lontan ke yon moun peye m 'lajan mwen motive fè li ... dwa? Mal.

Si ou se lanfè-Bent sou bati yon afilye ki baze sou modèl lavant, sove tèt ou kèk tan epi ale nan kote afilye yo ye.  Clickbank, Komisyon Junction, oswa renmen an. Epi, mwen pa frape pi rèd ke modèl la. Li mache. Li pwofitab. E gen moun ki kalifye e ki enterese nan kalite opòtinite sa a. Li jis konsa k ap pase yo ke yo pa toujou yon sèl-an-menm bagay la ak pwopriyetè biznis siksè ak pwofi-génération konpayi nan pwòp yo.

Pou plizyè rezon, souvan gen rapò ak imaj mak, lavant afilye pa ta ka sa w ap chèche pou apre tout. Pandan ke li ka jwenn rezilta, li ka vini ak yon repitasyon. Si ou pa vle wè pwodwi ou hocked sou dè santèn de paj peze diferan ak kopi long hyped, pouse soti nan twitter sous dlo plen ak lyen afilye, oswa Spam a dè milyon de moun - tout ak non ou sou li - Lè sa a, ou ta ka konsidere yon apwòch diferan.

Defi a, lè sa a, se ki jan ou fè jwenn "bon repitasyon" biznis (e mwen sèvi ak ki tèm ezitasyon, menm jan mwen pa vle di vle di ke afilye yo kategorikman nan move repitasyon) reprezante pwodwi ou nan mòd biznis plis konsèvatif? Repons lan: jwenn sa ki motive yo.

As Douglas Karr vize deyò nan yon pòs ki resan, site youn nan videyo pi renmen mwen viral, lajan se pa toujou repons lan. An reyalite, li raman se. An reyalite, li nan òf la anpil nan lajan, e pa gen anyen plis, ki aktyèlman dekouraje m 'soti nan konsidere ofri afilye. An reyalite, li ensilte pwòp valè mwen, sans mwen de kiyès mwen ye e kisa mwen fè, pa sipoze mwen ta ka distrè nan antrepriz biznis mwen deja tout konsome ak atire a senp nan lajan.

Se konsa, ki jan ou bati sa mwen rele "Chèn Komèsyal" - yon modèl distribisyon endirèk ki pi konplèks (wi, plis ... sofistike) pase afilye? Ki jan ou ka konnen ki sa ki pral aktyèlman motive yon pwopriyetè biznis ou vle patnè avèk? Senp: li nan biznis yo.

Antreprenè yo travay infiniman ap grandi konpayi yo. Yo gen rèv nan tèt ou - kèk monetè, kèk altrwistik, ak kèk jis plenn plezi ak rekonpanse. Si ou vle tape nan ki pasyon epi sèvi ak li pou kwasans lavant ou, ou gen aliman de la. Evalye ki jan rantre nan kanal ou a pa pral sèlman ajoute yon dolar kèk nan komisyon nan liy anba yo, men yo pral aktyèlman ede yo kondwi biznis yo sou sa yo pi anvi.

Ou ka wè direktè lekòl sa a anplwaye nan anpil nan modèl lavant chanèl siksè jodi a. Ajans piblisite, pou egzanp, se yon modèl kote piblikatè chache ranpli ensèsyon, men yo rekonèt pasyon ajans lan se pou solisyon kreyatif la. Piblikatè konprandr yo jwenn fason pou ogmante objektif sa a. Premye travay mwen te vann lojisyèl pou yon lokal Autodesk VAR. Mwen te dekonsèrte poukisa Autodesk chaje doub pousantaj estanda a pou sèvis yo, jiskaske mwen reyalize ke yo te vle ankouraje kliyan pa tou sa vle di posib angaje VAR lokal la pou sèvis yo. Menm pwòp mwen Founisè patnè pwogram bati sou sa mwen te aprann nan avantaj sa yo, ak lòt moun.

Bati yon chanèl lavant se pa fasil, epi li trè raman yon pwosesis vit. Si ou vle vit epi fasil, jwenn afilye yo sou bò ou. Si ou gen plis nan lide ou pase lajan, Lè sa a, rekonèt ke se konsa nou.

3 Kòmantè

  1. 1

    Great post, Nick! And welcome to the Marketing Technology blog. I believe one big mistake that many companies make is not monetizing the fantastic networks of vendors and relationships they already have. Building sales relationships that are rewarded through the very people you buy from as well as the clients you work with can be much more fruitful than simply throwing up an affiliate program where the individual doesn’t have any skin in the game.

  2. 2

    Bonjou Nick,

    Great post! At our company, Channel Services Group (CSG) we have recruited thousands of channel partners for large technology companies. To create and develop a successful, strong, dedicated channel our company has found recruiting the “right partners,” enabling partner success and retaining involvement increase partner performance and channel behavior.

    While recruiting, vendors need to make sure they are spending their time wisely by recruiting the “right partners.” We have seen several companies decide on a goal to add partners for a year, acquire the goal, and find themselves a year later with little revenue generated from newly added partners. Vendors need to make sure they are recruiting partners who have your company and best interest at stake and want to enroll in long-term benefits with the company.

    In addition, vendors need to enable partner success by validating the reason for partners belonging in the program. This includes high- touch communication with partners to train, engage and guide partners in go-to-market campaigns, vendor sponsored events, awareness campaigns and accelerating their sales cycle. We recently wrote a case study with an ROI of 14X as a result to building a channel program. You can read it here http://www.csgchannels.com/CaseStudies/case-studies.html.

    Lastly, our company has found retainment to be incredibly important in building and maintaining a channel. This includes nurturing the relationship with them while managing their success. Partners should be rewarded with incentives to amplify company goals.
    As you pointed out, building a sales channel isn’t easy and it is rarely a fast process, but it can be rewarding and beneficial when done correctly.

    -Joby
    http://www.twitter.com/CSG_Channels

  3. 3

    Great points. The right partners are not only more productive, they’re less of a pain. I can’t explain it, but I’ve found that when someone fits the model well, they’re less of a pain. The one’s we tried to squeeze into the wrong mold ended up sucking a lot of time.

    Also, speaking of high-touch programs… I’ve told it like this: in my business, I have 17 customers that I need to serve. It’s no coincidence that I have 17 Partner Providers. It’s not that I don’t need to serve all 1500 users, its just that if I serve the channel, the rest will take care of itself.

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