Business Trends

Business Trends

Easy Tips to Improve Franchise Lead Conversion 5

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by Marietta Snetsinger So, your marketing is on fire and you’ve got a hot new lead. Now what? If you are new to the franchise qualification and recruitment game, you may have already figured out that converting qualified franchise leads can take some time and effort, and can be downright daunting and frustrating. You are convinced they are only moments away from signing the franchise agreement. And then poof... they are gone. No word or explanation. And you are left wondering... What the heck happened? What did we do wrong? How can we get the re-engaged? It can be frustrating and definitely takes its toll on the confidence of your franchise development team.

A few tips to improve your franchise conversion and qualification process It’s NOT About YOU!

It’s all about THEM (at least in the beginning). They will likely ask you lots of questions about your brand (some of it already on your website). BUT once a lead reaches out to you, it is your job to connect. Instead of feeding them endless emails all about YOU and YOUR concept, take a few minutes to ask about them and their goals. By finding out more, you will be better equipped to help them make a valid business decision to join your franchise system.

Keep Recruitment In-house Franchisors are often keen to outsource franchise recruitment right away. But early in the game (under 50 franchise units), you would be wise to save your hardearned franchise fees and re-invest in your business by keeping it in-house. You will learn so much about your offering and what real life leads are seeking in terms of information. Think of it as research to know what you are offering is in alignment with what leads are seeking. Simply put, is your marketing message attracting the right types of leads? 2

Utilize Technology There are all kinds of ways that you can incorporate technology into your qualification. Two of my personal favorites are Zoom and Calendly. Zoom is an easy way to connect “eyeball to eyeball” and share slides or even just have a conversation. Because people receive information in different ways, this is a great way to visually and verbally share content. The interaction can even be recorded for viewing by other members of your team. My second favorite technology is a scheduling app. This allows candidates to schedule a mutually convenient time to have a conversation. It also requires the franchise candidate to take some action early and confirm if they are serious about the opportunity. If they take the time to book a time and show up for the conversation, you can bet they are taking the process more seriously. Personally, Calendly.com works well for me but there are many options including Time Trade, Acuity and vCita. 3

Know Your UFP (Unique Franchise Proposition) Showing evidence of how and what exactly makes your franchise concept unique is crucial. At the customer level or as a business opportunity, your organization must articulate how their needs can be met in a way that is different from the competition. Being able to articulate exactly what you offer can go a long way in helping you to attract the right franchisees. When a lead is doing their research, they will compare you to other concepts. It is important that you clearly communicate why your concept is the right place for them to invest their hard-earned dollars. 4

The most common reason for a lead to vanish often has nothing to do with you and everything to do with their own level of confidence and mindset. At some point in the process they are going to have a serious case of “second thoughts” or “the self-doubts.” So just name it, let them know that this will likely happen, and it is your job as a franchisor to be the leader, ease their doubts and help build their confidence as they contemplate this decision. Sometimes they just need a wee vote of confidence. And when it happens, they will remember what you told them. The Confidence Game

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With more than 20 years of experience in the international franchise industry, Marietta Snetsinger is passionate about establishing solid operational systems and leadership within franchise organizations. She played an important role in developing operational support tools and recruitment strategy with brands including M&M Meat Shops and Baskin-Robbins. She is a well-respected franchise expert and speaks at franchise shows across the country. As the founder of Ascend Franchise Solutions, Marietta works closely with small and emerging franchisors, on a daily basis. Reach out to her at marietta@ascendfranchise.com call 519-212-0309 or visit www.ascendfranchise.com.