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In this article, we’re going to talk about something that could really, really turn into a lot of money for you and a lot of successful promotions, a lot of successful launches if you absorb this information and apply it. We’re going to talk about recruiting and retaining affiliates.
There’s two parts to it, you got to recruit them you got to get them on board, and then you’ve got to retain them. But it’s not just anybody, you want to recruit and retrain the right people. Too many vendors out there that are launching products, they just assume that cause you’ve got a product and because you did a good job with it, that affiliates will just kind of find it and that they’re going to promote it. But you know what happens when you assume. Don’t assume that they’re going to find it and that they’re going to promote it just because you do it using a particular platform or just because you’re launching it on a forum or whatever.
Recruiting and Retaining affiliates is a very, very important skill that you need to develop as a vendor.
A smart and calculated vendor dedicates at least 30 days to prep and buzz. I know that there’s people out there watching this slide, “30 days, oh my goodness, I need to get it out there, I need to start making money quick.” Look, if you’re just looking to whip something together real quick and just throw it out there and you’re not really producing something that is going to last long term, you’re not really building a business. What you’re doing is creating a feast or famine, self defeating launch model for yourself and I assure you that the six figure launches…well,
I mean some people out there might get lucky and they might have a one hit wonder and hit six figures releasing a product that they slapped together and they put it out within a couple of days but there is a reason that that happens for those people. They’re typically established, they already have a following, they command traffic, and they command responses from their affiliates and JVs. They’re the type of people that their presence and activity carries weight.
The guy that can whip together something like a couple webinars or a couple videos in a couple of days, put a price tag on it, and throw it online and do six figures, that’s the guy that has been around for a long time, has ten of thousands of affiliates, and that literally has a track record of producing really profitable offers. When someone like myself or some other affiliates sees that they’re releasing something, we rush to the front, we jump to attention to see okay, what’s going on here, should I be promoting? This guy is a huge marketer.
Think of who is the really prevalent marketers in your particular niche in your space that command that sort of traffic. Those are the people that might have huge success. Again if you inform between “can do this” by just doing a off the cuff type of a launch, shooting from the hip, no prep, a smart and calculated vendor—especially somebody that is building a business. If you’re truly trying to build a business. If you just try to build a hobby then I don’t know if you’re really even watching the proper video series here. This could become a very, very expensive and time consuming hobby for you because there’s a lot of work that goes into launching a product.
If you’re going to launch it, why not dedicate a significant amount of time into calculating how you’re going to prepare and how you’re going to build buzz so that it becomes successful and so that not only that you get a lot of affiliates and a lot of sales on the day of the launch and continuing to promote throughout the week of the launch, but also moving forward evergreen so that this product that you’ve created continues to make you money. There’s no reason why should have to create a product, and just make a little bit of money out of it, and then push it to the side. That’s not a really good model. Think about it.
There’s no such thing as “organic platform traffic”. This is a myth. It really is a myth. It really is a myth. It’s minimal at best. Here is what i mean about organic platform traffic. Some people will say, “You know when I’m going to launch my product on Clickbank just because by it being on Clickbank by default, people will find it and promote it and people will find it and buy it.” That’s a big misconception, you’re hugely mistaken.
Some people say, “Well I’m going to launch my product on The Warrior Forum because by default, just because it’s on The Warrior Forum, people will find it and people will buy it. I don’t have to do any marketing or any prep or create any buzz because people would just buy it.” Look, That again, is a misconception. You might make one or two sells by accident, but here is the reality. Just cause you put a product on The Warrior Forum—and I’m not picking on Warrior Forum—pretty much any type of platform. What I’m trying to do is to spell the myth of platform dependency, I’m trying to get you away from platform dependency, I’m trying to explain to you how important it is that you actually dedicate time to recruiting and retaining affiliates, to preparing and to raising impulse and to just creating buzz.
The reality is this, if you were go to The Warrior Forum and you were to post an offer today and do zero traffic driving, and use no kind of affiliate network, use no kind—if you were just depending on organic sales, organic traffic in the forum. When you ask somebody why do you launch in the Warrior Forum “Oh, because traffic. There’s already people there”. Wrong. If you were to put up an offer on The Warrior Forum or pretty much any forum—I can’t say all because somebody would prove me wrong. If you’re just going to put up an offer today and just add a payment link, just a Paypal link directly going to Paypal—not an affiliate link, just a Paypal button right down to the bottom. You’re not listing this in any kind of traffic platform. You’re not putting it on let’s say Clickbank, or Warrior Plus, pay.com or JVZoo or any of those platforms. You’re not going to mail your list. Even if you have a hundred people on your list or a hundred thousand on your list, you’re going to do zero traffic diving to this offer, you’re just putting it in the forum.
By what you just said that, “Well, there is traffic there, it should be a hit.” The reality is if you come back tomorrow, you know how many sales you would’ve made? None. None, you might get lucky somebody might stumble across it, might make a few. But unless you do something to get eyeballs in front of that offer—which is driving traffic is what that means—you know what? People are not going to find it. People are just not going to know about it.
The reality is that short launches, short notice launches seldom make any real noise because super affiliates, the people that can really drive hoards of traffic to your offer, they need notice and they need time to evaluate product and the sales process. Super affiliates are not doing this as a hobby. Super affiliates do this as a business. When you’re running a business, it’s important to make sure that you dot your eyes and you cross your teeth. The mentality of a super affiliate is to make sure his expenses are covered, to make sure that his income keeps coming in cause he’s got a business. Chances are he’s got salaries to pay. It’s not a hobby for him. He’s not a joe schmo that is doing this two hours a week sitting at home with a fish hook in his cap.
Super affiliates tend to be running a business. If you want to attract those people, then you need to be giving them ample time to review the offer, to decide whether not it to be fit for them. You need to be doing this. If you don’t give them time to evaluate product in the sales process, what’s going to happen is you kind of shooting yourself in the foot. Your product is really only appealing to those people that “Meh, whatever I don’t care, I don’t have that big of a list. I’m just trying to make a couple of bucks anyway so I’m going to promote this thing. If it works it works, if it does, no harm lost. No harm, no foul, just going to move on.” To be honest with you, one super affiliate, one good affiliate and JV partner can do more for you than 20 of those guys that are just hobby type, tire kicker, type people.
It’s important that you avoid the-self defeating feast of famine launch model. So many people get into this habit, they think “You know what, I’m going to put together something and and going to launch it.” You launch it, it doesn’t do what you planned it to do. Maybe if you’re lucky, you make a few sells here and there and make a couple hundred dollars. Next thing you know two weeks later, you’re launching something else.
That becomes old. That just becomes old, it becomes tiresome, it becomes time consuming. What ends up happening is you end up quitting, you become that guy that’s like, “Oh yeah, internet marketing, touch racket, I tried that.” Don’t be that guy. Instead, be a smart and calculated vendor that dedicates at least 30 days to preparing for the launch and to generating some buzz, to getting people talking about it, particularly affiliates.
Let’s talk about how. Here’s something that you should consider, and I thought it was important to put this section in this training because there’s some confusion out there and there can be some merit to doing this.
Consider the recruitment of affiliates being done by someone other than you. Outsourcing this section of your launch or the majority of it. This is particularly beneficial if you’re brand new, no one’s ever heard of you, you don’t really have any kind of a following, you’re just trying to get it out there, and you’re trying to recruit affiliates. It’s tough when you don’t have a reputation. It’s a stake, it’s tough to get someone like myself or someone that can really drive a significant amount of traffic to your offer. It is tough to get that person to invest.
By outsourcing the JV recruitment portion of this, you’re basically getting that person involved. That person might actually have or they definitely should have a relationship with JVs. They do have a track record. They do have a history of launching products, producing products, and being involved to promotions. That person will be able to recruit people on your behalf.
Obviously, there’s a cost involved with this. The good people, the ones that are good at doing this like anyone that’s good at doing any kind of a service, they charge money for it. If they’re good at doing it, they charge good money for doing it. The mistake that a lot of people make here is that they try to cut the corners here. They’re like, “I want to get this done, I want to get this done for free.” You bring aboard somebody that is willing to do this for free, but there is a reason why they’re willing to do it for free. With a lot of things that are free, you end up getting what you paid for.
This is a very, very important position. Once you’re doing this, you’re literally letting this person be the face of your product. You’re letting them be the face of your product to your lifeline, your lifeblood, your affiliates. They’re literally representing you, your name, your brand, your image, your product to people out there. You’ve got to be careful in doing this. There is a lot of merit in doing this. If you’re willing to invest some money in hiring the right person, it is important to get the right person, we’re going to talk about that in a minute here.
Be mindful of who you select to do this task. It’s an integral and potentially brand damaging position. Think about it, you don’t know the person that you hired to do this, you pay him some money and then all of.. Let’s say for argument’s sake. You’ve got a product you’ve work really hard on but you don’t know or you don’t want to start building relationship with affiliates out there. You don’t want to start recruiting affiliates. You decide, “Okay, I am going to hire someone to do this”. You’re going to ask around and you hire the first guy that’s willing to do this and your budget is a thousand dollars. You pay the guy a thousand dollars and typically these sorts of position, they ask for some sort of money upfront. A thousand dollars, two thousand dollars, that’s pretty reasonable. You pay this upfront and then you also give them a percentage of the sales, maybe give them 10% of the backend. Those are kind of standard type deal and these positions are pretty new in the industry so it’s all negotiable.
But, you hire somebody and you really don’t know who you hired because you didn’t look into it. Chances are if you’re not willing to go out look into what affiliates you should recruit, chances are that you probably didn’t look into what affiliate manager you should recruit. Now, you’ve got this guy that you gave money to who knows very little about your product and he’s out there trying to convince people to come and promote your product. It’s very easy to this guy to just place blame. It’s very easy for this guy to say that, “Hey, I told everybody i knew that I went and told a hundred people and I talked to somebody but then it just didn’t promote.” It’s very tough to quantify the work that this person did.
This is the sort of position that you truly have to fill based on their track record, based on reviews, based on recommendations, based on testimonials. This is the sort of position that you truly should be interviewing the person. You should find out is this someone that I want to work with. Let me look into things that they’ve done in the past.
You’re running a business, right? You’re about to bring aboard someone to work for you. Why would you think that you shouldn’t conduct a proper interview? Just like any other job interview you have ever been on or you have conducted in the past. Again, I can’t stress enough how important it is for you to start acquiring the business mindset. This is a business.
Long before I had a million dollar company, I was running my business like a company from the spare bedroom in my home. That is very, very important. The mindset that you have happens first. The business owner mindset needs to happen before the business actually becomes a company and a corporation. That is really the key. You have to think of your business like a business if you ever intend on it to become a business.
Nobody’s going to stop by your house one day and say, “Okay, guess what? You have a business now.” No, you’ve got to build it yourself, you got to do it. When you’re recruiting people, you have to recruit them to be working in your business which means you need to conduct an interview, which means you should do a background check. I’m not saying do drug testing. I’m not saying—as a matter of fact most would fail. I’m not saying do an elaborate hiring recruitment process like the human resources department of some big corporation. Not yet, you’re not quite there yet but you should be looking in this kind of people. You should get some references, you should ask around. You should talk to them a few times and see if this is the right person. Are they even accustomed to working with these sorts of product like the one that you’re creating?
A lot of people will go out there and like “Okay well, I’m going to hire the first guy that would work with me for $500 because that’s all that I have.” Then, you end up hiring somebody that’s only ever managed launches in the health and fitness niche and your product isn’t even in the health and fitness niche. You hired totally the wrong person just because it was a $500 saving.
What good is that? You just wasted $500, might as well go into vegas and put that $500 into that crap’s table because at least that way you’ll have fun while you’re blowing the money because right here you’re making bad decision in your business. Be mindful of who you select to do this task.
Keep in mind that this could be brand damaging. They’re representing you, they’re representing your product, and if you get the wrong person, somebody who doesn’t care, somebody that really is just in it for the money. There is a huge revolving door in this business and in this industry. People that are around today were not around six months ago. Many of them won’t be around six months from now. You got to be mindful of who you select to do the task.
I want to clear up a little bit of confusion because in our industry, there is a lot of vernacular that just gets twisted and there really is no glossary of terms and people interchange meaning. For instance, hear the term JV confused with affiliate all the time and I’ve cleared that up, I talked about that in another training video but that happens a lot when it comes to the whole JV recruitment outsourcing side of things.
People confuse what is an affiliate manager with what is a launch manager with what is a JV broker. They remix all those words to mean their own things and they call themselves affiliate brokers, they call themselves launch brokers. Just any combination of a word. At the end of the day whatever you have that sort of vernacular things happening in this industry, it means that the position is very negotiable. It is in this case.
Let’s start by defining what the general accepted meaning for affiliate manager is. An Affiliate manager is typically someone that will recruit and communicate with affiliates for you on your behalf. This could be a full time person that works solely for you on a salary.
Typically, there is a lot of companies and internet marketers that do that and you just like do bonus incentives and stuff for that employee, but you pay them a salary to literally be your public relations person to manage the communication side of your business when it comes to affiliates. There’s a lot, especially as your business grows. There’s going to be little things, there’s going to be fires to put out. This guy’s link didn’t work, this guy needs a new link, this guy need some JV tool, whatever.
There’s a lot to happen when managing your affiliates in the long term because you want to keep your affiliates happy. Your affiliates are generally your sales people. If you’re hiring an affiliate manager for your company, he is generally your sales manager and that’s the way that you got to look at it, that is the way a business owner would look like it. Not a hobbyist, a hobbyist looks at this kind of a position like, “Hey dude, can you do me a favor, man? Can you hook me up with some people that would promote. Yeah man! Do me that solid dude, you’re cool.” You’re not building a business if you’re doing that, you’re creating a self defeating launch model. I mean, you’re not going to be around in six months. Typically, an affiliate manager, they are going to recruit people.
Now, Affiliate managers can also be hired for just a particular launch or just a particular venture. You can basically work out a deal with that person where you give them an advance, where you perhaps pay them or retainer. You might give somebody $1,000 or $2,000 depending on their experience, depending on their background, depending on their demand. It might be a manager that’s in demand.
Here is something that I’m going to preface you with. I just want to put this seed in your head. Because like I said when I started talking on the slide, considering a professional it does have some merit. I’m not a huge fan of doing this. I can see how it’s beneficial.
In my particular position, it’s hit or miss, right? I can see how it is beneficial. Here is something that’s important for you to keep in mind. I am going to plant this seed in your mind even though I’m going to continue talking about the differences between affiliate managers and JV managers and all that.
Keep in mind that if someone is really, really good at getting people to promote their product and sell a product, getting people to promote and sell a product. Why would they choose to do it for a small percentage of the sale, than for a 100%? Think about that. If I was a truly, really good powerful affiliate manager and I truly have the ability of convincing people to promote a product, to sell a product.
If I’m really good at that, why would I do it for 10%, why would I outsource my service, why would I offer this as a service to people, why wouldn’t I just create the products or sell the products myself for a100%, right? Why wouldn’t I become the marketer myself?
Just want to put that seed out there. I’m not saying that all affiliate managers are bad. I’m not saying that this guys are going after to rip you off. I’m just saying that a lot of that does happen and you should be mindful of who you select to do this task.
Remember, an affiliate manager is someone that typically handles the recruitment and communication with your affiliate. That could mean that they bring people to the table for you, that could mean that they introduce you to people, that could mean that they give a two tier link or a special length that you’ve created for them so they get a percentage of sales that are made by that affiliate through that link.
Basically, it’s a specialized link that everybody makes money on it; everybody is involved in that deal. The affiliate promoting he makes money, he makes his commission. The affiliate manager that gave that affiliate that link that actually recruited that guy, he makes a small percentage and naturally, you make the profit. Everybody attached to that link, that’s call the two tier link.
An affiliate manager tends to do this recruitment and communicate with your affiliates during the launch week. He also might post updates videos, he might post a leaderboard if you’re having some sort of contest. At least a good affiliate manager will have that sort of involvement. That is the first term, and the first vernacular that kind of gets tossed around a lot—affiliate manager.
Another one that you see get tossed around quite a bit is Launch Manager. This may or may not deal with affiliates. Again, why? Because it’s all very negotiable. It’s important that when you’re looking to fulfill this affiliate side of things that you clarify this, and that you have a clear understanding, and that you’re communicating well what the duties are going to be, what’s going to be done, and what isn’t. That way, you both have appropriate expectations and there’s less likelihood that you guys will end up arguing and disagreeing and that’s just terrible because the launch ends up being affected when you have a bad relationship or you made an unclear deal with the manager.
A launch manager would typically do the affiliate manager duties, but they may not, so it’s important that you clear it up but they’ll generally do the affiliate manager duties plus they’ll perform sales funnel work and technical stuff on your website. That’s the part that doesn’t sit well with me. As an internet marketer, nobody knows my product better than me. I do my copywriting and I do my selling.
To be honest with you, I want to bring aboard a manager whose sole responsibility is to get people to sell this product. Get the right people to sell this product the way that I have it.
I’m not really fond of an outside person that I may or not know. Now, if I hire someone for a specific expertise, for example if I hire a copywriter, I would do that because his reputation precedes him. I would do that because I know that he writes killer copy, I know that his stuff converts, I know that he’s done similar projects in my specific industry, and I’ve sampled his work, right? I’m not going to let a launch manager and a glorified affiliate manager write sales copy produce or sales videos and tell me how to position my offer, somebody that doesn’t know much about that.
Again, like I said a minute ago, if they were experts at creating sales pages, sales funnels, and recruiting affiliates, why would they be doing it for 10%, right? They wouldn’t, they would be doing it for a 100%. They would be doing it themselves, they be launching their own products. A very small percentage would be doing it as job because they just want the stability, they don’t want to create small percentage.
But I mean come on, think about it. If I can give you 10% of a million dollars or a 100% of a million dollars, which one would you take? It’s a no brainer. Okay, there is a small percentage, there is always an infinitesimal amount that would say, “I’ll take the 10%.” Okay, whatever, I’m not going to debate that with you. The reality is that you need to be mindful of this.
Recently, we’ve got a lot—not recently, these guys have been around for as long as I can remember, ever since Jeff Walker launched The Product Launch Formula—people consider themselves certified launch managers, Right? Because they’ve gone through Jeff Walker’s training program, they feel that they have the skills necessary to manage your launch.
Let me tell you something, take this from the experience that I have in managing and running dozens of launches, launches that have produced six figures. I have done launches that failed miserably, I have fallen flat on my face with them, I’ve also had launches that have pulled in crazy numbers, that we were making hundreds and hundreds of dollars per second when the card opened. I’ve had launches that last for six months and the money just keeps going; I’ve had all types of launches. I can from experience tell people what I believe what’s going to happen with their launch, whether this would be working properly, whether the way they’ve set something up is going to work. I can do that because I came from experience. As a matter of fact, any marketer that’s launched products, a significant amount of products, can tell you that there is a lot of things that could go wrong and no matter how well prepared you are, things happen. On the last day of the launch the, [unclear 00:25:37], something goes wrong, oh my god.
The thing that makes you good at managing a launch is experience. They say that wisdom comes from experience. The reality is that good judgement, it comes from experience.
But experience comes from bad judgement. The fact that I’ve done launches in the past and that I’ve made mistakes and I’ve seen—wow, I accidentally sent the wrong email to the wrong affiliate. Oh my god, how do I fix this quick, right now we’re getting traffic, they got the wrong link in it.
You gotta be quick on your feet with things. Oh my god, we’ve just crashed our server, what are we going to do? Being able to anticipate these issues, these problems. Being able to have that experience is really what a launch manager needs to bring to the table. In many cases, a lot of these guys that call themselves managers that are planned to manage your launch and handle technical things, they just don’t have that experience. They just have not done it enough times. There’s people out there sadly that are selling this service that maybe have one product launch under their belt, and that was a complete nightmare, it didn’t work.
Unfortunately, I personally don’t feel that that is a sort of experience that I want running my launch. What kind of doctor do you want operating on you? The one that this is his first time doing it, or the guy that’s done it three hundred times, he’s done that procedure, the guy with a track record. That guy seldom is doing it himself. Being mindful. My purpose here is to kind of tell you hey, this does have some merit. However, it is important that you understand that there is confusion sometimes between the tasks, that there is confusions between the titles. I just wanted you to be aware of them.
The third one that I wanted to cover is another term that gets tossed around a lot and that is JV broker. A JV broker is by definition, the accepted definition in the vernacular, is an experienced person. This is somebody that’s kind of been around more. This person might even be a marketer themselves. They’re more experienced and what they do is they create a targeted connection, or a specific deal. They kind of arrange the deal between you and a specific target person, someone that you wanted to work with.
For instance, you can approach someone to broker a deal for you. You can perhaps say, okay maybe you know someone that knows someone and you’d like an introduction, a business introduction and you go to that person that you know and you say, “Hey look, would you be interested in brokering a deal for me with someone that you know? I’d be more than happy to bring you in on this deal and give you a percentage if it goes through just for being the person that connected us, just for being the person that lends some credibility to what I’ve done in the past, just for making the introduction pretty much.” That’s called brokering a deal.
A lot of JV brokers that are out there are people that actually running their own business, that are actually experienced marketers, and they’ve just been doing this a long time so they have a lot of connections. They don’t mind introducing you to someone and trying to broker a deal and kind of make some arrangements that will be suitable to both people. I just kind of consider these people connectors.
If I had to go with any of these three types of people, I kind of go to the JV broker, the kind that really—he’s not interested in revamping my sales funnel. He’s not really going to point the finger and, “Oh this didn’t work because you didn’t use this platform or you didn’t choose JVZoo, or you didn’t use Clickbank,” or whatever. He’s not worried about that kind of stuff. His sole goal is to make the connection and to arrange the deal between two people that can work together. You’re going to make a lot more money with those specific deals than you would with the other ones.
A JV broker kind of a person is someone that you can work for with on an ongoing basis, more long term, more evergreen. You could say that this guy, “Hey, I’d like for you to broker a deal for me once a month.” Maybe you’ve got a product that you sell by webinar. If all you did was setup one webinar per month, you could be making maybe $8,000 to $10,000 or what have you. We do that in our own business and it’s a steady income. If you find a JV broker that can dedicate a few hours per month to making one webinar happen for you, you literally just generated a six figure income. You’re giving this guy a percent, he’s making making money, you’re making money, the affiliate’s make you money. You’ve got a steady thing going on without having the stress of a big manager stuff worrying whether about whether or not going to screw you.
A JV broker that is one particular type of mindset. Don’t be confused by people that kind of mixed these words up. Some people might say an affiliate broker, or a launch manager, or a JV Broker. Just make sure that you clarify what the duties are when you’re speaking to the individual. I’m not particularly saying that you have to do this or that you should outsource this, I’m just saying that getting some help with this might be something to consider especially if you’re new.
With that said, let’s talk about the right people that you should be recruiting because a lot of people go out there and they think it’s just about bodies, just about warm bodies. Well, if they’re breathing, if they got a pulse, I want them to promote my product. That mentality is the wrong mentality. It’s what plagues most of us when starting out. I’m not going to pretend that it didn’t happen to me, I really thought that it’s just about sheer numbers, I just thought it was just about sheer volume, and just sending thousands and thousands and thousands of cut ins but it’s not. It’s about sending the right people to the right offer.
Here’s something that you should do. Recruit the right people by scouting and head hunting. Scouting, think about college football. How many scouts from the professional football teams go to college football games to scout? How many college scouts and coaches go to high school football games to try to see. “Okay where is the talent, where is the talent?” They look for talented individuals and then they make them an offer to come and join their program. This is something that you can do and you should be doing in your business.
How do we scout? How do we scout? We look at other launches. We look at other launches that are happening in the industry. Who is on the leaderboards? Not just the top ten, but the top twenty. Who are the guys that are promoting similar products? Let’s look into this. You should be doing some research not just in the product creation side of things, but in the JV side of things, you should be scouting. You should make maybe a list from all your scouting, maybe look at the top ten similar launches that have happened over the last few months and make a list of the names that you see that keep popping on all those lists, right? Make a list of all those leaderboards. Make a list of those people, maybe come up with a list of ten to fifteen names.
Then, the next step of scouting is to go and get some references, and find out is this the type of performer that you want? You know that they can perform because they’re on the leaderboards but do you want them doing this for you? You want to go and talk to the vendor that this affiliate performed for because we discover a lot of things as vendors after the fact. Like, did they send the right kind of traffic, did they pull some sort of scam to get on the leaderboard? Sometimes, you see a name on a leaderboard and you’re not familiar, “Wow this guy is killing it, this guy is an awesome affiliate,” only later after the launch to find out that he cheated somehow, used some kind of trick or something like that.
Once you’ve scouted and you found okay, the same names pop up a few times. They’ve been around for several months and you’ve seen them on several leaderboards. Le me approach these people that launch these products and I’m going to ask and I’ll say, “Hey, do you mind if I ask you quick JV questions about the launch that you recently had?” That person should say “Sure, what is your question?” I say to them, “Listen, I noticed that you had this affiliate on your leaderboard. I noticed that he has been around in a few leaderboards in the past and was thinking about getting a broker to approach him or possibly talking to him myself. I was wondering if you could give me some sort of a review. Yay or nay, would you work on this person again. Were you happy with the performance of them?”
You know what’s funny? That person’s going to be like, “Oh wow yeah, you know what, that guy is awesome and—you don’t know him? Would you like me to introduce you to him?” And say, “Hey, if you’d be willing to broker the deal, I’d be happy to broker you in somehow.” You just killed two birds in one stone, right? You just got yourself someone to broker a deal, to make an introduction, as well as got some history on the person, right? This is called scouting. This is going out there and looking for the right people.
Not to mention the actual person you’re talking to, you just started a conversation about your product. You can pitch them on becoming an affiliate too. This is scouting and head hunting.
Head hunting is when you look for very, very, very specific people to do a specific job. It’s not when we’re just putting a blanket job opening out there we’re not just advertising, “Hey, affiliates wanted. Anybody that will promote, we’re willing to accept you.” Head hunting is when you go out and you’re looking for specific people. You make a list and this is your target list. You’ve got five people that I want to get to promote, and you know what? Some of my most successful campaigns have been ones where I specifically went after those five people, I knew those five people could drive a boat load of traffic. I focused on getting those five people to promote.
Here is the funny thing about it, if they’re big enough, if they were the right people you’re hunting the right heads, those heads would have enough affiliate following. When other affiliates see that that guy is promoting, then they’re going to jump onboard. If you produce for that guy, if you produce for that person that really, really is meticulous about what he chooses to promote. If you do well, if your product converts well, then you know what? He’s going to continue promoting, he’s going to speak well about you. Because when somebody turns to him and says, “Hey, I noticed you promoted this product. Did it perform well for you?” That guy says yeah that top affiliate says man it’s a great product. Or, that top affiliate goes on Facebook and says to his people, “Hey guys, I’m promoting this product right now and this thing is converting awesome from me.”
If he doesn’t do it on his own, you should be asking him to do that. If your product is converting well, and he’s happy, and you’re happy you should say, “Hey man, would you mind mentioning on Facebook how well it is doing? Would love to get that from you because that would help.” And more than likely that guy will be like, “Yeah sure, no problem.” You know what I mean?
Scouting and head hunting is when you create targeted opportunities for top affiliates. In order to make this happen, you do special deals, sign on bonuses, give them advances, make more attractive terms. What do the colleges do to high school students to get them to come to my college? “Hey, we will do this deal for you, we’ll buy you a car, we’ll give you this, we’ll give you that.” Literally, you’re giving them incentives to promote your product. If you know this guy, “Hey this guy has got skills, this guy is going to drive mad traffic.” Work out a deal with them and say, “What if I give you an advance. I know how well my product is converting, what if I pay you $3,000, I know you’re going to end up much, much more than that. What if I give that to you right now as an advance if you commit to mailing on this day, this day, this day, and this day? What if I give you some sign on bonus? What if I do some sort of special deal?” More attractive terms.
Here’s what I mean by special deals and more attractive term. What if I say to that guy, “Hey look, the average affiliate that we’re recruiting, we are paying him 50%. I really would love to have you onboard. Obviously, you have a lot of experience and I am willing to give you a special deal. I’ll give you 70%. More attractive terms for example say “Hey look, instead of having to wait thirty days to get paid your commission, what if I just pay you right away? What if I pay you immediately after? Instant payout.” Things like that, this is the kind of incentives that you give to top guys. Guys that you’re scouting, guys that you’re head hunting.
Here is another way that you can recruit the right people. It’s something that you really should be doing. You should infiltrate the locations that these people are congregating. You should be frequenting places that JVs congregate. What I mean by that is you should be on launch calendar sites, you should be commenting on blogs that your JVs are talking on, your JVs are hanging out on. You should be in Facebook groups that your potential JVs are members of. You should be a member of that group.
You should be in Skype groups. There are Skype groups of JVs all over the place. You usually have to do some digging around. You might say to me, “Well Omar, where do I find them?” Do some searching, do some asking, do some leg work, do some research, investigate, infiltrate, and become a part of these places that these JVs hang out and become friends with them. Get into the vernacular, get into the conversations, build relationships with them, provide some value. I know you’ve got something to share, I know you’re an interesting person, make some relations, make some introductions, talk to some people. There’s Facebook groups out there in every single niche, every single industry. You can go, you could join that Facebook group, you can ask to join, you can now go in there and see who is posting, comment on some post, start talking to some people.
Let me tell you something, some of the best relationships and the most profitable JV or Joint Venture partnerships and affiliate partnerships that I’ve had in my business have been complete strangers that I met on Facebook. You can do this too, you can ask around, ask “Where you got one JV the same? Let me ask you something, where do you meet your JVs? What groups are you in?” Ask for referrals. “Hey man, are you in any other JV group? I’m in this group and this group. What JV groups are you in? Really, can you possibly invite me to any of those groups? Can you get me in any of those groups? I’d love to start networking with those people as well.”
Ask for a referral. You can also say to them, “Hey are you in any private Skype groups or maybe a small group of affiliates that might be interested. Could you introduce me? I have some value that I’d love to provide, I’d love to learn as well. Can you introduce me?” Those tend to be more smaller, custom tailored Skype groups. You need to get in there and you need to frequent these places. What I mean by frequent these places I mean go there everyday, go there everyday, you need to be seen everyday.
So many people say, “Yeah, well yeah, I’ve done JV recruiting,” but you haven’t. Just cause you logged in to Facebook twice this month and went to a group and clicked like on something, that’s not networking, that is not building relationships. You need to be there every freaking day. “Omar, everyday on Facebook”? Yes. “Omar, everyday on Skype?” Yes.
In case anybody ever told you, you’re an internet marketer. It means you’re going to have to spend a lot of time on the internet marketing your business, your product, your service. You’re going to need to get out there in people’s faces, shake some hands. You’re like the politician for your business. You are the public relations department until you’re making enough money to hire a public relations department and pay a full time employee to do this kind of thing. Then, you are that person which means that everyday especially during the thirty days leading up to your launch, you should be dedicating time to building relationships, to networking, to getting on Facebook.
Believe it or not, Facebook is a lot more than just a place to share funny stories, pictures of what you eat, and pictures of cats. It’s actually a place to build relationships and meet joint venture partners, affiliate partners, people that will make sales for your products. Infiltrate those places.
Advertise. Here’s another thing, so you want to get some cold traffic, you want to get some noise right away, you want to get some buzz happening, invest some money in advertising. You can put some banner ads on JV sites. All those places that I mentioned above, those calendar sites, those Facebook groups, even those Skype group. All of those places you can approach the owner of that place, and you can say, “Hey, can I place a banner advertising my product launch on your website? Or on your Facebook group? Or on your Skype group?” They may say, “Well, I may or may note want to do that.” And then you say, “Listen, I’ll pay you.” What’s inappropriate for you. This is if they don’t already do that.
They may already have a policy in place. Most tightly knit Facebook groups, the owner charges a fee to put a banner on top of his Facebook. Literally they’re charging for Facebook Ad space on the top of their group. And I pay it, I pay it willingly because that’s going to put a bunch of—and then I can post my link in that group, I can recruit people in that group, same goes for Skype groups. If you pay the owner of the group, remember, nobody carries more cloud in that group, in that website, in that calendar site.
Nobody carries more cloud, nobody is more well respected in that site than the owner of that site, than the creator of that site. If you pay that guy to endorse your product, your launch, everybody is going to listen, because he is gonna post that banner, that image. He is going to say, “Hey guys, check out this launch that Omar is doing. Hey guys, click this link. Sign up to this launch.” You know what’s going to happen? You’re going to start getting affiliates, you’ll going to start recruiting affiliates. Well worth the money.
Another thing you do is purchase what’s called the JV blast from other affiliates. When you recruit affiliates, when you start recruiting affiliates, you can go to one of the affiliates said intentions. Let’s say you just met an affiliate, you paid for an ad, right? You paid for an ad on a Facebook group. You paid a$100, or you paid $20, whatever it is. You talked to the owner of the group, you said hey, “Would you put my banner at the top of your group? I’m launching a product at the end of this month and going to like for the banner to be there.
What would you charge me?” And then he says, “Hey, I’ll charge you $200 and I’ll put it up in my group the whole month, or for two weeks,” or whatever. You’re going to work out a specific deal. Depending how big is the group, the more they’ll probably going to want change. Same goes for website, same goes for calendar sites.
But now, you start getting some affiliates that are signing up to your affiliate list because obviously anytime that you’re paying for any kind of advertising, even if you’re not paying, you’re always paying, you’re either paying with time or paying with money. You should always be capturing the name and the email of that affiliate. They should be signing up to your list to become an affiliate. You should have an affiliate list, so that when you can hit up that list in the future when you launch additional products. That’s just a side note.
Once you start getting a couple affiliates, you start a dialogue with them. You talk to them. Imagine that, just talking to an affiliate. He signed up to your list, he signed up [unclear 00:44:21], you sent him an email. “Hey man, thanks for signing up. Can I add you to my Facebook?” Okay awesome, so now he’s your Facebook friend. “Hey, once again man thanks for signing up. Just wondering how you heard of us? Okay cool man, really excited to have you on board. Is there anything that I could do to make your promotion more successful? Is there specific tools or is there anything that I can do?”
You start that kind of conversation. Be helpful, be approachable as we talked about in our other training videos, be there during that month. Then, ask for a referral and say, “Hey, let me ask you something. Do you have your own JV list? Okay awesome. Can I possibly ask you to mail your JVs about my offer? Can I purchase a JV blast? Can I purchase an add to your JVs about my offer? Maybe if I give you $100, would you send an email to your 2,000 affiliates telling them to sign up and promote my products?” You’re literally creating your own leads. You’re getting referrals from every person that signs up.
You don’t have to do this with everyone, but maybe with some targeted people. You can advertise, and remember there’s calendar sites out there that announce launches. You can put banners on those. There’s so many place. If you’re having trouble finding, just actually look it up. Go to Google and type the question. I found, and this is me being sincere with you.
I’ve found that the majority of people that ask me things, they’re just lazy. They just didn’t want to go and look for the answer. Because really at your fingertips right now in front of you, right now is the most powerful relevance engine ever built in the history of mankind. It’s called the google. You could literally talk to it. You could literally say, “Hey google, where can I find joint venture groups to advertise?” You could literally put that question to Google and then it will answer you to intuitive hundreds of thousands of result. If it doesn’t give you the appropriate result, guess what? Adjust your question a little bit.
The majority of people that ask me questions they just really didn’t want to go and take the time to ask it to google and to do the research. They’re looking for a shortcut. But I’m telling you, if you go and you really do some research, you do some legwork, you investigate, you infiltrate. You’re going to find JVs. Then once you find a couple of JVs, if you ask them to refer you to more groups, to more places to infiltrate, to actually email their JVs. You know what is going to happen? You’re going to actually grow that JV database of yours really quickly.
Consider the reach and the effectiveness. This is important when you’re recruiting, when you’re going to calendar sites, when you’re going to JV sites. Consider the reach of the effect in this.
Specially, Skype groups and things like that. You know what ends up happening with a lot of these places, they just become pitch fests. There is no value being delivered to the site, if there’s no value being delivered to the group, if there is no value there, what is going to happen is nobody goes there. They just go there when they’re trying to recruit affiliates.
You want to post your stuff in those groups, in those sites that have effective reach. You can’t just say, “Hey, wow look at this Facebook group. This Facebook group has 3,000 affiliates. This is incredible. It’s got a huge reach.” It has a huge reach, but it’s not effective. When you look at what’s being posted in that group, it’s nothing but offer after offer after offer. It’s just spam, it’s just people trying to get you to their CPA offer, pictures of shoes. It’s just stupid. It’s just a group where nobody is going.
Think about it, if I was looking to fill a spot in my promotional calendar and I needed a product to promote, would I go to that group to look for something? If right off the top of your head that does not look like the type of group that an affiliate would go to when they’re looking for something to promote, then you know what? It’s probably not a very effective group. It might have a lot of reach, but it’s not very effective. Sometimes you get to a group that is very effective, there is a lot of interactions, but it doesn’t have a lot of reach. Maybe it only has ten or twenty people and they just don’t go there very often.
What you want to do is you want to go to those place, you want to frequent, and you want to infiltrate those places that have reach and effectiveness. For example, an example of one that would not be truly effective and might have a lot of reach is maybe something like a traffic exchange where people just go in there and they just sign up to post banners for their own product. Nobody goes there to actually shop around for something.
I’ll give an example, let’s say if you get one of those million dollar landing page kind of sites where you go to the site and all it is is a collection of banners. Hundreds of banners for other people’s products. When people are going shopping, or when people are looking for products to promote, that’s not where they go to find that product. You want to advertise, you wanna go and be present where people go when they’re looking for products to promote. Where do people go? People go to calendar site, people go to affiliate platforms. They look in affiliate marketplaces.
Be mindful of where you are. When you go there, be mindful of what’s accepted in some groups and what is not accepted. Some groups are not happy, some group owners do not like you just posting links unless you pay them. Some group owners just don’t like you posting links so be mindful what the rules are where you are.
Regardless, it’s always good to provide unconditional value first. When you just joined a group, when you just joined a site, provide some value. Share some things that you know with people and get them to like you before you start asking them to promote for you. That’s recruiting the right people.
Along those lines, once you’ve got the right people on board, the people that are a good match, you need to keep them. I’m going to give you three methods here. You need to engage, you need to entertain, and you need to incentivize. Engage, entertain, and incentivize the right affiliate.
How do you engage them? Well, you should have a theme with wow factor, especially on your JV Blog, on your JV site. What I mean by a theme is I’m not talking about Optimize Press or whatever specific technical theme for WordPress you’re using. I’m talking about a theme as in a campaign, like the colors, the graphics, the images, the slogan, the whole wow factor that they’re getting; the theme in general. Keep in mind that it should be something that engages them, gets them to want to stay there.
Humor beats appearance in the long run. Appearance is very, very important. I’ve talked about this before. You never get a second chance to make a first impression. When someone—whether an affiliate or customer lands on your website, whatever website whether a sales website or a JV blog—when they land on your site, they’re going to see it before they read anything on it. If it looks like crap, you’re going to lose them. You’ve only got a few seconds, it’s quick, man. The majority of people are lost in the first six seconds. They’re usually lost by what they see in the top six inches of your site. Appearance is very important, but long term humor beats appearance in the long term.
My marriage is a perfect example of this because I’m not the best looking guy in the world but my humor, I’m funny, that got her to stay. In the long term, humor does beat appearance. You should do things that are funny, you should keep them engaged by a theme. Maybe theming your launch with astronauts or with dogs or whatever, just find some kind of a theme, use something that’s going on in current events. This kind of thing really helps. When you want to engage specific people, you should push the buttons. You should push buttons that appeal to humans.
The four Fs, especially the four Fs because the four Fs are things that really push buttons with people in our industry. Entrepreneurs, pretty much entrepreneurs in any industry. The four Fs are fame, freedom, family, and fortune. Usually, usually, people are motivated by one or more than one of those four things. If you engage them with good appearance, humor, and you push one of the four Fs or a couple of the four Fs; you talk to them about frame, freedom, family, or fortune, you’re typically going to have them captivated. People do things, people take action because they either want the fame, they want the notoriety, they want the edification that’s going to come from that action, or they do it because of the freedom that they get, and just the peace of mind, the tranquility that they’ll find after they do it.
They’re motivated by family, they take action because they want to better their lives, they want to do things for their family, they’re just family people, or they’re simply motivated by money, by fortune. That’s not a bad thing because you can accomplish a lot of the others on this list with money. Make no mistake about it, money might not be everything in life but I put it up there with oxygen; it’s important. You can motivate people and you can get people to take action with money.
The four Fs are really important in engaging people and retaining that engagement, keeping them engaged. Tell them why it’s important for them to stay a part of your product launch and how it’s going to make them famous. You want to cater to that need for fame and edification if that’s one of the trigger points. Again, you’re appealing to a whole bunch of people so you should use one of the Fs or all of the Fs. Actually, that’s what you should be using in your marketing. You should talk about the freedom that they get, all the time freedom that they get because they’ve provided all the tools, everything that they can possibly need.
You’re gonna talk to them about the fame that they’re going to get amongst all of their peers because of the leaderboards and all of the updates you’re doing. You’re going to talk to them about all the money and everything that they’re going to be able to do with their family with the money that you’re going to provide them in the prizes that you’re giving away. Again, you’re engaging them, you’re using the four Fs.
Entertain. The unspoken F in the four Fs which is the really five Fs, the unspoken F is fun. Fun isn’t generally a big motivator on its own, but it’s definitely an awesome retainer. It’s kind of tough to say let’s have fun to get them to take action. That’s a tough sell. If you get them to have fun after they’ve taken action, it’s going to keep them taking action, it’s going to retain them. The unspoken F is for fun, JVs want to have fun, nobody wants to be bored. If you give anybody in any scenario a choice of whether being bored, being upset, being angry, being miserable, or having fun, the average human being will choose fun.
Yes, I am speaking generally, there’s always one person on this, “No, Omar, because that’s not true, because I’d rather be bored than fun, because fun is too much.” Yeah, listen, the average person is going to choose fun over all the other alternatives. JVs want to have fun, so make everything fun for them. Entertain them, use video to entertain as you educate and edify your affiliates. You should be doing videos often to keep in touch with your affiliates. Once you’ve got them on board, do videos that are funny, do videos that tell jokes, do videos that—again, not senseless videos.
You’re not going to just tell a joke for the purpose of—I’m not just going to make a video that says, “Knock knock.” I’m not going to do that. Everything is wrapped around. There’s a purpose for every video. What I’m saying is include humor, include education, entertain them, include a theme.
You want to tap into their mindset, what is going to make them laugh? What are their worries? What are their concerns? What are they thinking of when they’re getting your video? What’s going through their mind? Push their buttons, make them laugh about it, you’re going to retain them. You’re going to do this often; during launch week and even afterwards. I don’t just send them emails, and funny videos during the launch. After the launch I do a nice video thanking them, have fun, I do all kinds of stuff to push their buttons and tap into them, to continue to entertain and educate them.
Finally, one of the most important things for retention is to incentivize your affiliates. I mentioned it earlier, as entrepreneurs, a couple of the things that we all have in common is we’re impulsive—again, most of my statements are generally speak—and we’re competitive by nature because we’re entrepreneurs; we’re self driven, self motivated people. We’re impulsive, we take action quickly, we want it now, we want results, we want to see what’s going on. We’re direct, bottom line type of people. We don’t want you to beat around the bush. I want you to start with the bottom line first and then fill me in on the details later, that’s just in my personality. They’re just character traits that we as entrepreneurs have in common. It’s important for you to realize this as a business owner.
If you’re attracting people to promote your products, you need to know a little bit about how to manage those people. In order to manage people properly, you need to understand what’s going on in their head. Affiliates, they’re impulsive, and they’re competitive. They love to win, they love to be the person that actually took credit for being the best at what they were doing. You can use that to your advantage.
Offer contest, offer JV Prizes. JV Prizes do not need to be as expensive as they need to be cool. A JV Prize that’s cool, a JV Prize that people want to talk about doesn’t necessarily have to be expensive. Again, my marriage, a very good example of this. I didn’t have a bunch of money, but I was cool, so that’s why she stuck around. If you can make your prizes cool, they don’t necessarily have to cost a lot of money. That’s the thing, think of things that are outside the box, think of things that are going to be funny, think of prizes that are going to make them want to talk. Trust me, the chances are that the majority of your affiliates, they already have an iPad. Make it fun, man. Make it something cool. I gave away a remote control helicopter that’s controlled with an iPhone. I think of fun prizes to give away.
Believe it or not, I recently saw someone give away a stripper pole, that’s one of the prizes on their affiliate contest. It’s not that I’m recommending you do that, I’m just saying think outside of the box, give away and offer prizes and contests that are fun, and make sure they’re valuable yet affordable. You want to make sure that these are things that are going to not break the bank. You don’t want to offer a prize that’s going to cost you more to deliver than you made by the amount of sales required to achieve that prize. You don’t want to be in the hole.
As a matter of fact when it comes to that, you should consider a disclaimer. I’m not saying that you should always put one down personally, I like buying the prize and having it handy even before. I don’t wait to get paid by Clickbank or anything. Right when my contest is over, I give them the prize money, I give the affiliate the prize money the day my launch ends. A lot of people will be like no, no, no I’m waiting 60 days, I’m waiting 80 days before I give them the prize. No, man. I want my affiliate to be happy. I want him posting on Facebook right away. “Oh man, look, I already got my prize.” I make a big deal about it. I do not make my affiliate wait for their prize, I give it to them. I just say hey, here you go, man, here’s the prize that you won. I do it right after the contest is over.
You want to make it so that they are excited, they’re happy, they have that feeling. If you don’t give them the prize right away, if you wait two months to give them the prizes, there’s more chances that you’ll forget, there’s a greater chance that that guy will be like oh man, wasn’t that due already? There’s more of a chance that that guy’s going to generate a negatives taste in his mouth about being part of your launch than a positive taste in your mouth. Just give it to him right away, he’s excited.
You know what’s going to happen? Next time you approach that guy to support you in your launch, he’s going to remember, “Oh yeah man, you gave me that prize right away.” As opposed to next time you approach him he remembers, “Oh yeah, I had to wait forever to get that damn iPad. As a matter of fact, it was like he offered an iPad 3. By the time he gave it to me, we were up to the iPad 5. I didn’t even need it anymore, I already went out and bought.” You don’t want that kind of mentality.
Last but not least, edify the contestant. When somebody, one of your affiliates does something good, give them praise. Let everybody else know. Remember, fame is one of the four Fs. Talk about it. If Omar did awesome, he’s like wow, look at all this traffic, he’s winning right now, he’s on the leaderboard in first place. Talk about it, talk about it on Facebook, talk about it in places that you know the person is going to bring a smile to their face, it’s going to want them to continue to be part of that, they’re going to crave that, they’re going to want you to continue talking about them, so they’re going to want to continue mailing for you. This is how you retain people.
I’m going to give you a couple of tools, I’m going to make little suggestions you’ve heard me mention before. In closing, you’ve got to constantly communicate and instigate with your affiliates. You might say, “What the heck does he mean instigate with my affiliates?” Well, you want to get them going at it with one another. You want to instigate competition between them, not fights, competition. You should be talking to them every single day, talk about retention, talk about recruitment.
Once you get them on board, especially during the launch week, every single day, you should be talking to your affiliates, you should be posting in the Facebook groups, on the affiliate blog, on the JV blog. You should be instigating competition between them. Use your blog. Go ahead and post comments on your blog, send emails to them. Get them to come back to the blog and see the blog again and get their link, tell them why they should mail again, tell them who’s doing really, really well.
Do things that instigate competition. What I mean by that is I say things like, “Hey, John Thornhill, he thought he was superman and he was in first place. As a matter of fact, here’s a picture of superman, and I’ve got a little picture with John Thornhill’s face on it.” But then I say, “But, you know, we’ve got Dave Nicholson in second place. Dave, you’re going to let superman be Rocky? I mean come on Rocky, you’re the tough guy.” I’m giving them nicknames, I’m making it competitive, I’m making Dave want to be superman, I’m making it fun, and I’m instigating competition. Now, what happens is Dave jumps on and he says, “Oh well, you know what, I’m going to knock Rocky out. I’m going to knock superman out.” Superman’s like, “Yeah, okay, whatever. I just mailed again.” Now you’re getting them to compete with one another.
You can also use Facebook to do this. The thing I like about using your blog or using Voxer is that there’s a little bit more intimacy. What happens is the affiliate is willing to say a little bit more and talk a little bit more trash than they would. They make it a little bit more fun on Voxer or on a blog than they would on Facebook because it’s much more public arena. You want to use your blog, you want to use Voxer, download Voxer; I can’t stress this enough.
Add your affiliates to Voxer. When they sign up to become your affiliate, let them know. Hey, put Voxer on your phone. If you don’t already have Voxer, put Voxer on your phone. If your phone can’t hold Voxer, then you need to get a smartphone and you need to put Voxer on your phone. Using Voxer as a way of communication and starting a vocal thread with the top ten lists in my last couple of launches has added multiple hundreds of thousands of dollars to my bottom line. Voxer is an awesome tool.
Use these tools to interact with and edify your affiliates every single day during a launch. Listen, nothing is more important than these things during launch month. Contacting, recruiting, communicating, infiltrating, frequenting the places that they go to, asking them to connect to you and give you recommendations and referrals and introductions with more JVs, leverage the JVs that you already have to attract more JVs, focus on having fun, focus on retention, don’t put the cart before the horse. A lot of people rush to launch a product and they’ve yet to create buzz. They’ve yet to recruit affiliates. They’ve yet to put together an army of salespeople. Don’t put the cart before the horse.