Once partners have joined your program, the next step is building strong, mutually beneficial relationships that help drive sales. One of your most powerful tools in these conversations? Your commission rate.
Understanding commission rates and margins
Before you start negotiating, it’s essential to:
Know your default commission rate for all partners.
Define your maximum commission rate - the highest you’re willing to offer.
Research industry averages and check what your competitors are offering.
This gives you the flexibility to negotiate strategically while staying within budget. For more on setting commission rates, check out our guide.
Focus your efforts where it counts
Not every partner will require negotiation. Many are happy to promote your brand at the default rate. But if you want to boost performance with key partners, it’s worth identifying:
Influential partners in your sector
Partners you’re keen to build a deeper relationship with
These are the ones to approach for tailored exposure opportunities.
What can you negotiate?
Partners may offer different types of exposure in exchange for a higher commission. Don’t hesitate to ask! Common options include:
Newsletter placements
Social media posts
Homepage features
Most partners have a media pack outlining available exposure options - always ask to see it during negotiations.
Negotiation best practices
Know what you’re getting: Confirm all exposure details before agreeing to a commission increase.
Test the waters: Run a trial period to see if the exposure delivers results.
Verify delivery: Check the partner’s site, newsletter, or social channels to ensure your brand is featured as agreed.
Don’t exceed your max rate: Start negotiations below your ceiling - you can always walk away if the offer isn’t right.
Don’t offer exclusivity lightly: If you promise an exclusive rate, make sure it’s truly exclusive to that partner.
Tailor rates: You can offer different increased rates to different partners based on their value and reach.
Beyond commission: other negotiable extras
PPC rights - Some partners may want to run paid search ads on your behalf. You can negotiate this alongside exclusive codes or exposure bundles.
Voucher codes - Discount sites love exclusive or high-value codes. These can drive more exposure and sales.
Generic codes - These are shared across your partner base and are great for program launches or onboarding, though they may not offer the same exposure as exclusives.
Performance-based commission increases - Trial a higher rate based on performance to see if it benefits both sides.
Paid placements (tenancy) - Bookable placements are ideal for seasonal boosts. You can often negotiate both cost and visibility.
Brand partnerships - Collaborating with another brand can expand your reach. Learn more in our podcast: Awin Talks – An introduction to brand partnerships.
In summary
There are many ways to work with partners to grow your program. Strong relationships, clear communication, and smart negotiation are key. The more you engage and educate your partners about your brand, the more successful your collaborations will be.