The AffStat 2007 Report includes a section where affiliate managers voice some of their biggest challenges in managing an affiliate program.
Here is one affiliate managers complaint…
“I noticed that competing companies try to gain affiliates from our program by trying to bad talk. I think that a lot of the affiliate managers should try to keep their integrity and highlight their benefits and strong points, not highlight the weak points from competitors for the purpose of recruiting.”
I would hope people would be above this sort of behavior when in business. Sadly, some affiliate managers choose denigrating the competition over building a great affiliate program that sells itself.
My recommendation to affiliate managers would be to follow the old adage, “If you can’t say anything nice, don’t say anything at all,” when it comes to referencing the competition.
It’s funny – my little kids get that this is the way to behave, but some “business people” don’t have the same character we expect of children.
More affiliate manager opinions in my latest AffStat report at http://www.affstat.com/.
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I try to apply the Golden Rule here and do unto others…
This community is still pretty small and tight knit and there are all kinds of forums where people who market negatively can be exposed and will definitely feel the heat once the word gets out on how they work.
Any client who encounters bad mouthing from someone who is prospecting them can usually tell what type of person they are dealing with.
When someone trashes another person, colleague or even competitor, it says alot about their character and their lack of confidence in what they do well to stand out.
I really think this is pretty transparent to prospective clients, friends, employers, associates, etc.
Bad mouthing a competitor to a prospective affiliate is simply asking for trouble, for a start the AM has no idea how well the affiliate might be doing with that merchant, how stupid are they going to look when they present the “we are better than them” argument and the affliate is pushing a solid conversion rate. Not only will the affiliate not take them seriously he/she will certainly pass on the word to affiliates that they are in contact with.
The high road is always the best road
Unfortunately I have to agree that I’ve had ‘competitors’ like this in the past. I’ve usually found out about being bad mouthed by a loyal affiliate or two who have told me what they’ve said.
I don’t understand the mentality behind it – my philosophy in life is treat others as you wish to be treated, and the same rules apply for business in my mind.
I have also been approached by rival networks to that which we are signed up (Affiliate Window), who proceeded to bad mouth them, even though we’ve been with them for about 5 years and are more than happy with their services. Crazy!
Graham
Unfortunately this practice does go on – one of our clients had a competitor that promised the world and bad-mouthed our client’s program in order to try and convince affiliates to be exclusive with them and drop our client. I’m happy to say many affiliates stuck up for this client and stayed with us. Hopefully affiliates see through this tactic and pick programs that have an element of integrity to them.
> One question, when you say Affiliate Managers attacking the competition, are you referring to a Merchant vs Merchant battle here, or do you mean Affiliate Managers as in Network vs Network?
The quote was from somebody who filled out the survey, so I’m not positive, but my read was that they were complaining about other affiliate managers in their same vertical who bash competing affiliate programs.
Well, that’ll teach me to read a blog entry from start to finish, rather than just the Bumpzee title!
I’d spent a good 10 minutes putting together my very own list of Affiliate Managers That Suck, reasons why, and whether they manage a program from the network or the merchant perspective! Not to worry, I’ll keep my list under wraps for now!
Haven’t downloaded the report yet, but took a look at the questions contained within the survey, and the responses should make a good read.
One question, when you say Affiliate Managers attacking the competition, are you referring to a Merchant vs Merchant battle here, or do you mean Affiliate Managers as in Network vs Network? Personally I’ve never experienced a Merchant scenario, but when it comes to Network’s, it’s a different kettle of fish.
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