Shawn,

Affiliates do not need to believe in your product to sell it. IE book stores. They just need the product. If you want them to sell your product with a sense of urgency then you have to sweeten the offer to offset the obligation you're imposing.

If you are of the opinion that they need to purchase your product first before selling it, then I offer a compromise.

For our example let's say the commission is 50% on the product sale. Affiliate buys your product. The first 100 copies an affiliate sells you will raise the commission to 75%. Upon the 101st copy sold their commission drops back to 50% and their copy is paid in full.

It gives the affiliate more of an incentive to sell your product, because they are aware that they are getting their money back through the additional commission offered and they are making more money by pushing your product.

If the affiliate doesn't want to buy your product, then they forfeit ownership of a copy, but will still be eligible to sell your product at 50% commission.

For the affiliate to sell your product, you need to sell the affiliate first.