Franchise Sales Process: Consistent or Flavor-of-the-Month?

Occasionally, I take a look at some of my posts from a few years back just to compare my thoughts and perspective from then to now. I always ask myself if I’m consistent so as not to confuse anyone. But more importantly, am I focused for the long-term or for just the here-and-now. Well, below is a post from June 2009. I’m sure you’ll agree that I have been consistent and have not jumped on any flavor-of-the-day bandwagon… It really is about fundamentals and best-practices!

Franchise Sales During the Recession

WSJRecently, in one of the franchise groups on LinkedIn, there was some discussion about the Wall Street Journal article, “Franchise Sales Pull Back During the Recession.” Several franchise professionals posted their comments and, of course, I added my “two cents” as well. Okay, I was definitely long-winded compared to the others, but as most of you who read my articles are well aware, I have a passion for franchising and franchise success and tend to go on and on to share the same with all who will “listen.”

“I too, believe there are many well-qualified candidates exploring franchising. Some as a career alternative, and also, in the case of already being a small business owner, as a business expansion strategy and/or an income diversification plan.

No doubt, the number of overall franchise leads has diminished quite a bit. But I believe many of the “tire kickers” have gone by the wayside while the more qualified candidates continue to search, inquire and ultimately decide franchising is right for them to achieve their goals and objectives. However, in order to fully realize this trend, one must realize that the candidates’ approach has evolved.

Today’s qualified franchise candidate is more sophisticated, educated and technologically advanced than we have ever seen before. Add to the mix, a sense of extreme caution, and their process in exploring franchising and specific franchise opportunities has become more of a detailed, well-thought out strategy.

Always understanding that there is risk in any entrepreneurial endeavor, today’s candidates explore franchising because it may provide even the slightest edge against failure. Their mantra has become, “failure is not an option” and they now live it by doing everything humanly possible to dot every “i” and cross every “t” and then rechecking only to do it over and over again until they have full, complete confidence in their decision.

To that end, the overall process from initial inquiry to franchise award is much longer than in years’ past and that is something franchisors must be prepared to effectively handle. It’s a primary reason I believe social media works so well in the new era of franchise sales as it creates an environment for today’s candidates to research organizations, share information, communicate with individuals at all levels of the franchise organization from franchisees to corporate executives, view photos, audio and video, etc. And, they can do so at their own pace and to their full understanding. That is the key.

Understanding and adapting to today’s qualified franchise candidate will help franchisors ride out this current economic downturn. Putting their heads in the sand and just complaining about the poor economy and the franchise candidate pool drying up will only incorrectly prove true that their negative thoughts are correct.

All that being said, certainly there are challenges in securing financing and other variables that must be contended with and addressed accordingly. But as the franchise candidate pool diminishes and many of the tire kickers aren’t around to waste our time, we should now have more time to explore all options, use our creativity and innovation, network beyond our comfort zones and seek out alternative solutions. I believe those solutions are out there and many are capitalizing on them as we speak. They will not only survive, they will thrive as others have done in other recessionary periods.”

Social Media and Franchise Sales: Look Ahead Before Jumping in with Both Feet

As many franchise professionals continue to explore new methods of recruiting franchise candidates, there’s been a great deal of discussion on how to incorporate social media into the mix. Sure, social media could be used to generate franchise leads. And, quite effectively. That, I have no doubt. But, it’s what comes after generating the leads that concerns me more. So, let’s take a look ahead, before jumping in with both feet on the front end.

Just like integrating traditional marketing strategies with social media strategies, it’s necessary to integrate personal interaction as well. However, instead of an aggressive, focused sales approach, the interaction should be subtle and guiding. Social media tools should be used to make points while making the experience enjoyable and interesting. Candidates will most likely marvel at the use of technology and feel comfortable learning about the franchise concept. And yes, they’ll be more comfortable and be fully at ease working through disclosure and the finer points of the concept itself.

The rest comes down to guiding candidates towards making a decision as it will now fully be an informed decision that has been validated by the social media experience AND the franchisees the candidates have come in contact with. Your franchisees will actually feel more a part of the franchise sales process than ever before. Go ahead and smile as this makes the process easier than in the past. Yes, it’ll be very nice to achieve franchise development goals once again.

Fantasy or Reality? Achievable or Not? Easy or Hard? That’s up to you and your team. It comes down to personal accountability, diligent execution of strategy and plan, professional handling of franchise candidates at all times and above all, NO SHORTCUTS!

Personal accountability is necessary in managing and monitoring social media activity, updating blog content and keeping things fresh. Nobody will stay at a dull party, right? Putting off things for tomorrow that should be done today is just not acceptable. It becomes a reflection of how even the simplest things are handled. A lack of urgency and poor attention to detail will translate into how the franchise sales process is handled, and then withered away.

Diligent execution of strategy and plan is essential. Certainly, adjustments will need to be made along the way. But the plan is your road map. Follow it as closely as possible. Allow extra time and resources as necessary for roadblocks and detours, but stay on course. Monitor your progress. How fast did you get from point A to point B? How fast did a candidate get from point A to Point B? Is the process slowing down or speeding up? Why? Do you need to do some system maintenance to the social media vehicle? Maybe your videos aren’t playing correctly? Maybe the photos aren’t loading fast enough? Maybe it’s time to bring in a “technician” so you can get back on the road as quickly as possible?

Professional handling of candidates means working with each candidate as you would want to be treated if you were the one on the verge of making a substantial investment, maybe putting your life savings on the line! It means conveying a sense of urgency when asked for information. It means paying attention to detail in something as simple as pronouncing their name correctly all the way to something complex such as full disclosure of the franchise concept. And, it means having the right attitude and conveying the same at every moment of working with the candidate at every point of “contact” including by email, on the phone, in-person, and yes, in the virtual world. Keep in mind, at all points of contact, your attitude will shine through so make sure it shines bright and your franchise future will shine bright as well!


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