How to increase partners' loyalty to the company

To achieve results in MLM, it is important to constantly work on developing the structure. But even after improving all business processes, it is not always possible to get the desired results from distributors. In this article, we will discuss techniques that will help increase partners' loyalty to your project.

The Role of Loyalty in Network Marketing

Partnership loyalty is a combination of trust and attachment. Having such an emotional connection, any person's choice, despite alternative options, will lean towards collaborating with a specific company.

A loyal partner prefers the products and services of a specific company, buys and recommends it to others more often, and enthusiastically involves other people in cooperation.

By winning the love of consumers, you will increase the steady demand for your product without attracting new customers, expand the distribution network, and activate its work. Gradually, each member of the structure becomes a "brand advocate," defending the company's position and interests at all levels.

"Brand advocates" defend the interests of their companies in web conferences, during friendly conversations, on forums, in social networks, or write articles for popular websites.

To maintain and increase employee loyalty, companies develop comprehensive strategies. Large companies, as leaders in their niche, allocate up to 15% of the cost of one unit of product to loyalty incentives. However, for companies taking their first steps in business or trying to enter a new market, expenses for this item can reach 50% of the total sales revenue. The essence is not in the cost of such promotion, but in the return that this layer of work will bring.

Although the effectiveness of loyalty strategy is difficult to measure reliably, and the costs are not recouped immediately, the benefits of this brand development tactic for the company are undeniable.

How to Increase Partner Loyalty

With each passing day, potential partners are becoming more demanding of companies, and conventional attention-grabbing methods (discounts and bonuses) are no longer yielding the desired results. Standing out from other companies is increasingly challenging. When evaluating a project, a distributor primarily looks at the potential income and the speed of career growth within the company. Often, such assessments are too subjective. There are various ways to compete for people's favor in business, but from a loyalty perspective, turning everything upside down will help:

Individual approach

Often, large companies adhere to the "unity of pricing policy" and are very strict regarding discounts, promotions, etc. But when it comes to stimulating sales among a specific group of buyers, the conditions of this principle should be reconsidered.

People prefer to receive information that is directly addressed to them. An individual offer significantly increases conversion in product distribution and partner search. A retailer will be able to create it, knowing which products and additional services are of the greatest interest to a specific audience segment.

Personalization of the "recommendations" block is widely used in online stores. The list of recommended products is generated based on the analysis of the buyer's preferences (depending on viewed pages, purchase history, search queries, and items added to the cart). In practice, the operation of such an algorithm generates around 30% of online stores' revenue on average.

Communication Promptness

In practice, many large manufacturers do not rush to respond and support their partners. The ability to communicate with partners and provide prompt feedback is a factor that can help stand out positively among others.

Lack of communication deprives partners of proper support, reduces the desire to cooperate with the company, and damages the company's reputation overall.

For example, the airline "Virgin" stood out with its decision in favor of customers. While waiting for an operator, the customer heard the following message: "Hello, my name is Richard Branson, I am the owner of Virgin Atlantic airline. All operators are currently busy. This is unacceptable. Let's do the following. If no one answers your call in 18 seconds, you will receive a £450 discount. I am starting the countdown - 18, 17, 16, 15...". Even if the operator did not manage to answer, the customer remained satisfied and received the best service experience. This is certainly a well-planned marketing move, but it effectively demonstrates the essence of the method.

To build strong and trusting relationships with partners, use as many different communication tools with them as possible. For example, these could be:

- event calendars, event planning, and scheduling webinars and conferences;

- chatbots in Telegram for quick assistance and sending important notifications;

- mass mailings of emails and notifications.

- forum for communication with partners;

- publics and groups on social networks where you can communicate with managers;

- online chat with a consultant on the website and much more.

Our team decided to simplify the life of networkers and combined all the important functionality for communicating with the structure on a single business platform called Recruita (project website: https://recruting.biz/)

Distributor Engagement in Business Processes

Many company founders believe that distributors should only care about sales. While this aspect is important, it's not enough to engage people. By showing individuals that collaborating with you is not only profitable but also interesting, you will earn their trust and loyalty.

First and foremost, keep the structure informed about internal events within the company. Share the achievements of each team, introduce people to the leaders in your field, share plans for company development and product improvement. Such updates can be done monthly, quarterly, annually...

Show people that you are passionate about your business and trust partners with information about the progress of the common cause.

Corporate Events

This is a fairly standard but effective method of keeping partners' attention. Hold conferences, presentations, business breakfasts. Such events are held not only to present novelties and achievements but for simple human interaction with people.

If you have exclusive material and products, you can attract a lot of new trade agents solely through such an event. Often, public figures are invited to such meetings, which becomes another plus for the brand's reputation and recognition.

Try to create an opportunity for communication between the TOP leaders of your business who have already succeeded and partners who are just starting to collaborate with you.

For example, NL International celebrates the company's anniversary annually, summing up the year and awarding leaders. Business partners from all countries attend such a large-scale event, and public figures are invited (for example, in 2019, the ceremony was hosted by Marina Kravets and Timur Rodriguez).

During the active development of MLM business, managing a large company is difficult without working on the emotional attachment of partners. A good entrepreneur must create an environment around them so that people strive to work specifically with them.

By regulating all business processes and working on a strategy to increase partner loyalty, you will definitely achieve success in any endeavor, gradually scaling your project.

If you want to optimize your company's processes and scale it, FlawlessMLM are always ready to help with that. Contact our manager in the website chat (flawlessmlm.com) and learn more about solutions for your business.