Call for Action: Improve Affiliate Support Now (continued, part 2)
This in very unfortunate
for both the merchant and the affiliate, since both parties lose out. Most affiliates are
generally forgiving. If the merchant experiences technical difficulties, they should be
up-front and proactive. By taking steps to minimize the impact and cost to affiliates, and
explaining these changes to affiliates, the merchant can almost surely deflect many of the
complaints. By simply not responding, the affiliate is left in the dark as to what the
situation really is. Is the merchant having financial difficulty? Are they trying to scam
affiliates? Do they even care about me? These are all questions that start going through
the affiliate's mind, and without a high level of support, the affiliate will most surely
expect the worst.
When operating an
affiliate program, it should be kept in mind that affiliates are closer to customers than
they are to a sales person or an agent. Merchants are in direct competition for
affiliates, and despite what some may preach, there are a finite number of good affiliate
sites. With all of the program choices available today, affiliates have the ability to now
walk away, just like any customer. One misstep by the merchant, and often affiliates will
walk away to a competitor's program.
So, if you operate an
affiliate program, I highly recommend you take a deep look at how the program is
administered and operated. Are your affiliates unhappy? Are they unproductive? Are they
not even active? If any of these a true, there is a good chance you need to improve your
affiliate support.
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