THE ART OF NEGOTIATING


How to earn what you’re worth.


ONE THING THAT being an affiliate has in common with other professions is the desire for greater success. Ask any affiliate if they would like to achieve and earn more for their efforts, and they will undoubtedly say ‘yes’. Successful efforts and results merit strong compensation. So how do you know when you deserve more from an affiliate program? More importantly, how do you go about getting it? The following is a brief guide to earning what you’re worth.

Communication

When it comes to getting the most out of your efforts and results, the importance of communicating with your affiliate manager cannot be stressed enough.

Your affiliate manager is there to build and maintain a strong, lasting, and mutually profitable business relationship with you to ensure a healthy partnership and program success. By communicating with your manager regularly, you will develop a genuine relationship with them, and when a manager knows you and understands your business model, he or she will be able to support you in a much more effective manner.

By building and maintaining a strong relationship, you will also be able to increase your accomplishments through access to your manager’s in-depth program knowledge. One area that is good to monitor is the geo-accessibility limitations pertaining to specific programs.

In certain cases, quality traffic might actually be incongruent with an affiliate program due to restrictions on traffic by country and region. As an affiliate, this may mislead you to think that the program has low conversion rates when, in fact, your traffic may simply not be accepted. By having this conversation, you will be able to succeed by channelling the traffic you impact most to the right programs, thereby increasing conversions and earnings.

Affiliate marketing on the whole is about the strength of relationships, and a strong relationship through transparent communication with your manager will only help you in the long run. By being open and direct with your manager, you will help them understand your needs as an affiliate beyond a business model. Affiliates often have different personal approaches to their work and by letting your manager know just what makes you tick, you allow them to find programs and strategies most suited to your needs.

Transparency is a major element in affiliate marketing and telling the truth about your business practices and capacity to produce will enhance your negotiations on adequate compensation packages.

Data

Make sure that when negotiating your worth, you have compelling data to support your position. When it comes to remuneration, numbers can often be more convincing than words in illustrating your merit. With rigid regulations and taxation, operators are often working on a limited profit margin. By collecting strong data, your merit as an affiliate becomes much less subjective. Saying you bring added revenue to the operator is one thing, but having data concretely showing that you have strong traffic sources, rising sales, rates of conversion as well as data on your average player values referred to similar programmes, is a much better attention grabber. At its core, iGaming is a very mathematical industry with volume of referrals, conversion, lifetime customer values, profit margins, and other similar KPIs used as a direct barometer of a mutually beneficial partnership.

The best thing about using data in negotiations is that you should already have all the necessary statistics readily available. Using comprehensive reports that show the performance of your campaigns, traffic data to your site(s), conversion rates, and revenues generated from your referrals will be essential. By collecting intelligent data, you will be able to custom-tailor your marketing efforts in a way that maximises efficiency and profit, precisely the sort of traits that would encourage greater compensation.

If for whatever reason you feel that you are not receiving the amount of information necessary for optimised performance, do not hesitate to contact your manager. Managers are more than aware of the importance of reporting and will gladly provide you with as much information as possible.

Data means more than just knowing your own value to a program. It means doing proper research on prevailing compensation models. Not knowing industry standards regarding rev share, CPA, or bonuses could lead to unrealistic expectations. In turn, this could undermine the legitimacy of your enquiry. If you were negotiating your salary at any other job, you would have to know what the average wages were, and affiliate marketing is no different. Regardless of how great an affiliate you are, no one will take your request for an 80 percent rev share seriously since it is entirely out of the realm of standard remuneration.

So, know what you’re worth, but keep it in perspective of what is sustainable for the operator, and what is realistic.

“Make sure that when negotiating your worth, you have compelling data to support your position.”


In summary

Just as with your affiliate efforts, negotiations are most effective when based on strong, genuine communication and concise information. If you have
a strong, open relationship with your manager, and are able to demonstrate the value you bring to the program, the chances of you achieving a compensation package that is attractive and mutually suitable will be elevated.

Affiliate managers are there to help and support you; however, unless you present your case with effective dialogue and information, you run the risk of being the only one aware of your real worth.
 
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