Chris Conner – Franchise Sales Vs. Support

8 11 2017

service-and-supportThe franchise development process requires effective marketing and selling to get the franchise network up and running. Franchise systems that do well in the early stages typically have a strong sales and marketing focus and the leadership many times excel in sales to a large degree. As the franchise system expands and the business matures, the need for operational management and support becomes a bigger issue and of greater importance to the success of the franchise brand. This transition from sales to support can be cumbersome for some organizations and business leaders making the franchise development process difficult. As an entrepreneur considering whether to franchise your business model, this dynamic should be understood and evaluated prior to launching a new franchise system. Start with a self-evaluation and understand what you are good at and what you are not good at, it’s ok to have weaknesses, it’s not ok to pretend you don’t have them. Great Franchisors have weaknesses, but they understand what they are and know when to hire people to manage the aspects of the business they can’t handle on their own in order to achieve long term success.

The sales component of franchising requires several key elements to be effective and should be defined up front in order to successfully sell your franchise model. First, have a great brand and image in place so that you look, present and show your best to prospective franchise investors. Your website, logo, store design, consumer marketing materials and anything that presents who you are needs to be done right and done well. Second, understand where franchise investors look to buy franchises and what it takes to get your brand in front of them. Yes, it cost money to advertise your franchise and yes you will need to intentionally drive traffic to your franchise offering. Plan on a marketing and advertising your brand as a franchise to put the offering in front of the right people. Finally, franchise sales takes focus, time and effort to make it work. If you aren’t interested and capable of selling larger investment opportunities, find someone who is and can focus on the sales effort to get results from your franchise sales campaign.

The operations and support side of the business is a different set of responsibilities and focus. After the franchise system gains traction, the support, training and operating responsibility to the franchisor becomes enormously important. Good franchisors have excellent training systems and operational support structures in place. Franchisees expect to see value from the relationship following the purchase transaction which can be a difficult dynamic for the franchisor to continue showing franchisee’s reasons to pay a royalty. Franchisor’s who excel in operational and management support are comfortable doing regular site visits, have excellent franchise marketing systems in place to help franchisee’s market and build their business and look at their franchisees as partners in the business with them. They believe that the franchisee’s success in the network is their success and everything they do relates back to helping franchisees improve their bottom line and see more value in being part of the network.

Christopher Conner
President
Franchise Marketing Systems
Chris.Conner@FMSFranchise.com

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Motivating Franchisees to Succeed without Driving them into Failure.

7 04 2016

NervousIf you have started a business before that has failed, you certainly know what the feeling is like. Your rent payment seems like it comes every week and your customer’s payments get smaller in amounts and longer to collect every month. When a business is at that teetering point and will either fall into oblivion or rise through it to success, it’s easy to lose your nerve as a business owner and maybe throw in the towel on your business venture entirely. Franchisees go through this learning curve when they are working in their franchise business during the first several months of operation. Many franchisees purchased a franchise due to the fact they had never operated a business before and they wanted coaching, support and guidance that can come through a franchise model, so this sense of anxiety may be at all time highs for many new franchisees during these initial months of business.

As a franchisor, sometimes this is easy to forget and hard to relate to when coaching and mentoring new franchises to success. In fact, many franchisors make very poor coaches simply for the fact that they are wired differently than a franchisee and don’t understand the idea of being unnerved by risk. Herein lies one of the most significant issues related to new franchise growth is the franchisor’s ability to coach new franchisees through this initial ramp up phase and get them to maturity. So as a new franchisor, where the initial franchises are critical to the long term success of the franchise system, what can you do to support franchisees being more successful while maintaining that relationship?

  1. Put yourself in their shoes. They have probably not started a business before and this early venture for them can become overwhelming quickly. If you were a new entrepreneur, you’d want someone to work with you, respect your position and speak with you out of respect and concern for your success. I have found that good franchisors look to their franchisees as they would customers and they make sure they are happy and have a good experience in as many ways as possible within the franchise network.
  2. Focus on what is important to the Franchisee. Don’t spend time talking through operational, strategic or high level topics with an early franchisee who is consumed with generating revenue to cover their expenses and survive in their new business. It would be like speaking with a drowning person and explaining to them that after several years of swimming lessons, they will be able to deal with this scenario without any difficulty. The swimmer doesn’t care, they feel like they need to be saved from going under. Work with early stage franchisees with a keen eye for prioritizing elements of your discussion to focus on their concerns first. If a franchisee is having trouble generating leads, focus your support on lead generation, ask whether your recommendations worked, assess and continue.
  3. Relationships matter. So much of the early stage franchisee’s reason for investing in your franchise model was because they believed in YOU as the founder or leader of the company. If it weren’t for you, they most likely would have invested in a larger brand. They saw qualities in you that they were attracted to and pushed them to invest in your franchise. I have seen times where a franchisor who is great in pursuing the franchisee and then not so great at maintaining the relationship after the sale which really puts off the franchisee with a sense of “now you don’t care about me?” Take the extra step, put in the extra effort and spend the time on the phone, in dinners, getting to know people’s families and lives so that you can show franchisees that you care about them and their success.
  4. Know the numbers. Understand when the business should begin to cash flow and how to reference your corporate numbers and experience. Know what the benchmarks should be for ROI for the business and be able to reference your experience accurately and with specifics. A Franchisee wants facts, details and analysis of where they are as a business and what can be done to help move the business forward. Using generalities or statements like, “You need to spend about a thousand dollars a month on marketing, that should be good for your market” doesn’t help the franchisee’s confidence in themselves or the system. Come to franchisees with a detailed plan that is validated based on your experience. A good way to instill confidence in your franchisees is to use accurate numbers and detailed recommendations.

For more information on how to franchise your business, contact Franchise Marketing Systems:

info@FranchiseMarketingSystems.com





Franchise Marketing Systems Client Growth

26 01 2016

growth image 1252016The Franchise Marketing Systems suite of brands has expanded to include some truly global franchise systems.  The excitement around the franchise industry and potential for growth in franchising has continued to drive more companies into the ever-expanding franchise industry.  With that energy around the business, Franchise Marketing Systems client’s have experienced record growth in 2015:

http://www.franchisemarketingsystems.com/blog/the-most-performing-franchises-of-2015-franchise-marketing-systems/

The franchise industry in 2016 should have another strong year despite oil driving the stock market down and the pending presidential election.

 





Franchise Sales

13 06 2010

Franchise marketing and franchise sales consists of a unique and specific process.  The best results are acheived by working with professionals who have experience in the specific field of franchise recruitment and qualifications.





Franchise Marketing Systems

13 06 2010

For customized, consistent franchise consulting and expertise in the franchise industry and license industry, there is one leading franchise consulting firm – Franchise Marketing Systems.

www.FranchiseMarketingSystems.com

Franchise Marketing Systems is a company that believes that high-quality service can be delivered at reasonable costs.