Don’t Scare My Clients: The Best Way for Vendors to Pitch An OPM

Lately, vendors are going crazy with emailing clients for OPMs. My client received one a few days ago that used a fear tactic approach. The subject line was, “Company Name Affiliate Abuse.” The vendor that sent the email is a good friend of mine and knows better than to do this. Their products are amazing, but I won’t mention who they are because the purpose of this post is to teach you how to approach and get an OPM’s attention in a good way so that we might buy your product or service instead of ignoring you.

The job of an OPM is to make their clients’ lives easier and manage their affiliate program so they don’t have to worry. If you mail them with a scare tactic email, if a network starts responding to the client instead of the OPM who opened a support ticket, you can make it appear to the client that the OPM is not doing their job, which can anger the OPM. You’re also bringing the client in the loop on smaller things which defeats the purpose of having an OPM and can annoy the client.

Here are three things to think about when pitching and working with OPMs.

1. Contact OPMs directly, not our clients

If you want to work with a specific client, contact the OPM and not the client directly.  Most of us are friendly and love to learn about new tools that could help our clients and our businesses. We’re always open to hearing about new things that your affiliate network has that could benefit our clients or tools you can offer to grow our numbers.

If we like the product, we’ll gladly talk to our clients about it. That is our job and what we’re paid for. What you don’t want to do is reach out to our clients before contacting us. When our clients send the information to us, especially if it’s a negative email from them, you’ve created a bad first impression with their OPM when you could have created a good impression by contacting the OPM first.

It’s easier to reach out to us and create a great first impression than it is to anger us and have to do damage control. Before you write to a company, go to their affiliate section and see if their program is managed in house, by an OPM or by a network. Most companies that work with OPMs list the OPM firm in the section somewhere.

2. Set up a separate support line or read the support tickets for who to contact

Many of our clients have their own email addresses or their general affiliate email address in the network as the main contact. When I open a support ticket inside a network I always write, “Please only respond to me.” If my clients get the back-and-forth emails between us while we’re solving an issue, the client gets annoyed.

They hired me so they don’t have to be part of that or see it. Another thing that can happen is that the client may get involved and, because you now have more people talking, it could take longer to solve the issue. This is a waste of time for everyone. If the OPM says to contact them directly so we don’t bother our clients, then contact us and leave them out of it. If this is against your policies, make an exception for OPMs. I’m not the only one who gets annoyed by this.

3. Show what the value is and why it is relevant to our clients

This is one of the big things that makes the difference between getting time to pitch your product or network and getting ignored or placed on the back burner. If your email to an OPM is general and doesn’t show specific examples of how you’ll help a specific client of the OPM, we’re not going to be that interested. If you show how it will help our clients and help both of us make more money, then we’ll probably be even more interested and set up a meeting with you.

It’s not just out clients that pay for tools. OPMs will buy the tools and use them for their clients as well if we know that we’ll make more money by using it. Here are a few things you can do to better pitch an OPM.

My client Viewbix.com is an awesome video tool for affiliates and affiliate programs to use. Viewbix offers a free version as well if you want to test it. OPMs and affiliate managers go crazy when they see how this can grow their programs as well as other channels within their own or their clients companies. It’s a no brainer. The thing that I have to do is show why it’s a nobrainer to the OPM since everyone who pitches them thinks and says the same thing.  Here’s what I do.

  1. I create demos of the product so that I can show them how it will look in one or two of their programs and how it can grow their numbers. This demonstrates that it can be used across clients and has examples ready to go.
  2. I bring stats from my own websites where I actually use Viewbix to show the growth and reach as well as the analytics from the video player. This shows that the product actually can work and help to grow your program and your client’s company.
  3. I show examples of how other programs are using the tool to grow. Instead of just showing my own since I work with the company, I show how others are using it, too, and this is a huge selling point. It shows people are using it, like it, and benefit from the product.

You need to show value to OPMs and also have relevant examples ready. You have to show and explain how it will help specific clients so we know you did your research, and by doing this, you’ll also get our minds going so we are already thinking of other ways we can use your service and other clients we have that your product might benefit.

OPMs are a great way to give your product exposure quickly to the affiliate community. Many of us have numerous clients so you can get multiple sales off of one pitch, and we work with thousands of affiliates who we can let know about your product or service. The thing to remember is that our job is to make our clients’ lives easier by taking the day-to-day work out of their affiliate program management and to make sure it’s growing.

Contact us directly to keep clients from being bothered, and we’ll let them know about your product or service if you can show us the value of it. If you’re a network and the OPM asks you to just reach out to them, then do it.  Bothering our clients with tons of emails wastes all of our time and can create a bad experience for the client with that OPM.

About Adam Riemer

Adam Riemer has been an Online Marketer for over a decade. Having worked in house and on his own, Adam Riemer helps both large and small companies develop, execute and analyze Marketing campaigns for ROI and branding in both the B2B and B2C world. You can reach Adam or find out where he is speaking or which Clients he is working with by visiting his blog at http://www.adamriemer.me or follow him on Twitter @rollerblader.

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