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bolstering sales by sharing advertising overhead
by Brian D. Chmielewski
The saying goes that a chain is only as strong as its weakest link.
Ideally, there should be no weak link, only strong ones to endure the
most vigorous strains. Now think of this chain as a network of
external sales channels, with each link representative of an
independent affiliate relationship or reseller arrangement. Whether
you are the engineer of these relationships, the end provider
fulfilling a service or product order, or somewhere in between, it is
important for you to understand how to forge stronger links in your
* Train, Share Success and Support
There are legions of reseller type programs both on and offline, all
competing for new members to hawk their wares. Most of them are weak
in their efforts to help others succeed in making financial gains. An
intelligent purveyor will not only offer his resellers initial
training on how to market, where to market and how to make the sale,
but will share successful tactics with the entire network and support
them for the greater benefit of the business. If you are thinking
about adding a reseller channel to your e-sales structure or are
considering revitalizing an existing one, you shouldn't balk at the
importance of having sound instructional documentation, an online
tutorial or periodic reseller seminars. These types of commitments
really pay off by creating a sales force that can speak intelligently
about your product/service, sell efficiently and help to build your
* Pay up or shut up
What is the incentive for your resellers to help you succeed? Money
and opportunity are the answers, and if you make financial promises,
you had better keep them. How many of us are willing to work, and keep
on working, without eventually receiving some sort of compensation?
The more real the reward and the more clear the path is to obtain it,
the healthier the reseller relationship will be. Don't forget your
bottom line, but don't forget to reward those that are helping you to
reach it. Just how much reward is the right amount? Like a good
marketer, you must test that value until you reach a point of greatest
convergence, a point where new resellers are selling diligently and
regularly from the moment they subscribe and one that consistently
receives new applicants for your reseller pool. You should know how much
this additional channel is worth to you and reward it according to the
bottom line. You may find that the more you feed the channel, the more
it takes care of your bottom line. Ignore it and you risk more than
simply orphaning a single reseller.
* Share Costs to Grow
Possibly the hottest idea to hit the Web since affiliate programs
themselves, co-operative or co-op advertising offers a way for
businesses and their resellers to share in the cost of promoting a
product/service and in the benefits of its sale. Simply stated, a
co-op advertising relationship is one in which the principal business
owner offers to help those within the network to market their
independent sales channel for the purpose of increasing overall sales.
The concept is widely accepted across many industries as a tool for
supporting reseller channels, so it's not surprising that it has found
its way to the Web. And it is even less of a surprise that it is a
leading affiliate vendor and educator that is harnessing the power of
this burgeoning idea. The
home to Declan Dunn's
celebrated book, 'Winning the Affiliate Game.' It is also the same
place where co-operative advertising is being spawned on the Web.
Although 'Winning the Affiliate Game' is an instructional guide, it is
also a living, breathing and evolving affiliate experiment. Believe it
or not, it has been the inspiration and enthusiasm of the books'
message, not promotional strategies, that has surmounted the obstacle
of obtaining affiliate members to resell the book.
And the persistent pursuit of new methods for growing the affiliate
reach and success rate sets this program apart from any other.
Pre-formatted scripting for newsletter articles, email distribution,
newsgroup posting, phone correspondence, advertorial display and more.
ActiveMarketplace affiliates are provided for in every way possible,
including the dollar for dollar matching program. The process is
simple, once an affiliate decides that they wish to promote their
unique sales channel, they contact ActiveMarketplace for a free consulting
session where e-marketing tactics are discussed. Once the affiliate
decides on the specific service or the amount budgeted, say US $1,000,
ActiveMarketplace matches that amount. So, the original sum doubles
into a US $2,000 promotional budget, allowing greater reach and
flexibility of the marketing campaign.
How did ActiveMarketplace determine a 50 percent matching structure?
"The numbers come from tried and true business experiences that we've
had from the real (offline) world," says Patrick Anderson, co-owner
and manager for ActiveMarketplace's adroit sales strategy.
From the reseller/affiliate side of things, the financial risk is
reduced, a business relationship strengthened and a revenue stream
widened. For more information about how to implement co-op advertising
for your own business send an email inquiry to uPromote at
firstname.lastname@example.org or join
ActiveMarketplace free of charge