How To Hire The Right Affiliate Manager

Posted on January 25, 2016 by - Also by this author

Page 1 of 2

ATLANTIC CITY, N.J. — Before hiring an affiliate manager, Jeff Shanker recommends you evaluate the need for such a position within your organization based on a combination of your sales volume and business growth plans.

New Jersey operator Jeff Shanker explains what business skills and qualities are needed to help grow business, expand operations for more farm-out work, and provide seamless one-call transportation service.

About the Presenter
Jeff Shanker is executive vice president of A-1 Limousine, Inc., a 220-vehicle fleet with multiple locations in New Jersey and Pennsylvania. Shanker joined A-1 specifically to help grow its affiliate network. He previously owned a limousine service in the 1980s, and also serves as the current president of the Limousine Associations of New Jersey (LANJ).

As a general rule, Shanker advises against hiring an affiliate manager if your sales fall under $100,000 a month, since it is unlikely you could afford the type of manager needed. Also, a seasoned affiliate or sales manager has specialized training, knowledge and skill sets you may not understand or be able to manage, said Shanker, who led a session on the subject on Nov. 9 during LCT-NLA Show East. About 100 operators packed into the room hoping to expand their affiliate bases and hear what attributes make a great affiliate partnership.

Attributes Of Affiliate Managers
Affiliate managers must be very personable. By the nature of their job, they should have the gift of gab. “This means smiling on the phone when they speak,” Shanker said. “They must be outgoing and friendly with social skills that allow them to easily converse with clients, fellow employees, and other limousine operator in person, through emails, social media and of course trade shows, such as next month’s International LCT Show in Las Vegas.

In addition to being personable, affiliate managers must be good with numbers, geography, and of course, negotiating rates that benefit your company and meet the needs of incoming farm orders without giving the farm away. They also must be empowered to make quick decisions on behalf of the company.

What Affiliate Managers Do
“Affiliate managers are ambassadors of your company who take ownership in the company,” Shanker said. “It is their job to analyze where your clients are traveling to and develop affiliates in those cities to handle the continued transportation needs in their respective cities. They must be able to negotiate the price you will pay to an affiliate that allows you to make a small profit from each transaction. They must be able to quickly provide an all-inclusive price an affiliate will pay you for inbound orders. They must represent your company at trade shows.” Shanker admonishes, “You don’t want your affiliate manager to be dancing drunk on the table at a trade show, but they do need to know people in the industry.”

Hiring An Affiliate Manager
You can promote from within or hire from the outside. However, the person must thoroughly understand the business from the services offered, sales processes, the reservations process, and details of your company. Erich Reindl, president of Avanti Transportation in Houston, added, “You must be able to sell your limousine service to another limousine service.” Added Shanker, “Make sure your affiliate manager clearly understands geography.”

View comments or post a comment on this story. (0 Comments)

More News

Anti-Trump Protesters Block Uber Headquarters

The TNC's CEO Travis Kalanick is one of several technology executives who's part of the president's Strategic and Policy Forum.

Toronto Operator Emphasizes Occasions

WebXclusive: Ash Fadil works to provide experiences that will have his clients coming back for more than just one special event.

What Judges Look For In OOY Award Entries

Read up on what some contenders have already submitted in their running to become an Operator of the Year.

Atlanta Operator Supports Strength In Numbers

Chad Casey knows industry involvement is a must when discovering new affiliates.

Chauffeur Retention Made Easy: Show You Care

WEB-X-CLUSIVE: The key to happy employees is understanding what they mean to you and your business.

See More News

Facebook Comments ()

Comments (0)

Post a Comment



See More

See More

See More

See More

LCT Store

LCT Magazine - January 2017 $12.95 THE MONEY ISSUE COVER STORY: * Dashboard Helps Steer Company Finances * *


Experience the three annual industry events for networking for business, showcasing vehicles and products, and getting the tools for success.

Read About Your Region

What’s Happening Near You?
Click on any state to see the latest industry news and events in that region.

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment



Work Truck Magazine

The number 1 resource for vocational truck fleets

Metro Magazine

Serving the bus and passenger rail industries for more than a century

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

Please sign in or register to .    Close