Relationships are always key

I made the mistake of commenting on my facebook page that I wasn't thrilled about the lack of loyalty in the industry sometimes

. Sometimes it seems to me, no matter how much we try, affiliates, advertisers and everyone else are always looking for a quick way to cut everyone else out and make a few extra cents here and there. I've been talking recently about all the industry payment problems, the death of continuity marketing and how many companies are seeing themselves in trouble so it seems to me that relationships should be the key part of the industry to focus on.

Thanks to one of my Affiliate Managers, Brittany Bankston for reminding me today on how important relationships are. Last night I made an unfortunate newbie mistake of cc'ing several people in the company and accidently leaving an affiliate on the list and made a comment that wasn't meant for his reading. I had no idea if they were an important affiliate, if they were a large money maker, but only that there were some issues. Brit was nice enough to call me out and point out that her affiliate was not only a good affiliate of ours, but that they have a long term relationship. She made it clear her relationships were important and they were key to long term success. Made me think a bit, and frankly learn from my mistake. I'm just happy she didn't throw anything at me.

Still, on my facebook page, the comments have been varied. One ad network commented that the only different between other networks were their ability to get their clients and affiliate drunk? Is that really the key to relationships sending people to the Playboy Mansion or Bermuta, getting them drunk but then providing them nothing? Are our relationships with our clients and partners that worthless that a few stiff drinks and a topless playmate is enough to make them want to stay with us? For those who know me, I'm one of the "founders" of the original ADTECH, when it was just starting, and created all the official parties for many years. I really thought that this was the key to relationships, just invite enough people to your party, get them really drunk, and well they will remember that, and who cares about the other stuff.

So what are relationships in our industry? I think that much of what is happening, and needs to be happening are relationships based on trust and honestly. Brit doesn't take out all her affiliates to clubs and spend money on them, but gets on the phone, explains her position, what she can do as an affiliate manager and what our company can do as a whole. She spends most of her time in the office speaking to them as partners, developing those relationships, and has become one of the most successful affiliate managers in our industry because of that. Her affiliates trust her because they know her, because she picks up the phone and established a level of respect that her affiliates understand and they tell their friends and other affiliates about this. I know that I have a bunch to learn from her, and frankly most of the industry does also.

I'd love your thoughts about relationships and partnerships in the industry where do we go from here?

Relationships are always key

By: Pace Lattin

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