WE know that profession of franchise sales is an honorable one...and that many franchise sales professionals are great at what they do...but let's face it...for many people word "selling" is a mighty nasty word...and idea of dealing with a "salesperson" is akin to having a root canal!
Even you and I have experienced obnoxious salespeople who have turned us off...made us cringe...and even stopped us from pursuing a purchase that we really wanted.
So how can we expect our prospects to trust us if we ourselves have had a poor experience or two?
Well, if you're anything like franchise sales professionals that I know...you're always up for a challenge!
And what could be more challenging than current climate that we find ourselves in? This is era of uninvited dinnertime Tele-Marketer and "Do Not Call" Registry...an era characterized by educated prospects who want to "invite" sales professionals into their lives...not be bombarded by them!
And what does that create for us...the franchise sales professionals of world? It creates a wonderful opportunity to prove that franchise salespeople are professional, and relationship-oriented and different from rest! And when we handle our jobs in this way, it creates an opportunity for us to meet and surpass our quarterly sales goals at same time.
Are you in?
I thought so!
So, here we go...
Step 1-KNOW YOURSELF AND YOUR PRODUCT OR SERVICE
What makes you unique and what makes you tick? Why would prospects want to partner with you? Is it your knowledge? Or, is it your style? Is it years of experience that you have in your business? Perhaps it's your openness and your ability to keep conversations going for a long, long time.
Similarly, what is it about your franchised product or service that is unique? What can you tell someone about your concept that will make them curious and want to know more? What is it that your company offers that no other company can match?
Step 2-GET CLEAR ON WHO YOU WANT TO ATTRACT
Who are your "Ideal Prospects"? Have you profiled those individuals? What qualities do they have? What skillsets? What traits? Create an "Ideal Prospects" checklist. List all of qualities that you are looking for and keep it in full sight. Be open to idea that you can ADD or SUBTRACT from this list as your business profile changes. Imagine what it would be like to be in a business partnership with these types of people.
Step 3-LOOK FOR YOUR "IDEAL PROSPECTS" EVERYWHERE
This is like a treasure hunt. Sure, your prospects are coming to you primarily via internet...but where else can you find them? What newspapers and magazines do they read? What radio stations do they listen to? What TV shows do they watch? What types of advertisements can you create for those media? Where might you meet your prospects in person? Do they hang out in Starbucks or at local gym? Go ahead...seek them out!
Step 4-CREATE AN IMAGE FOR THESE INDIVIDUALS TO SEE
How can you portray yourself and your concept to your ideal prospects? What can you send them that will make them curious about your business? Should you include a picture of your flagship store or a photo of your smiling face? Can you pose a question in your copy that will make them say...Hmmm? Should your business card be strictly professional or warm and casual? If you were them, what would make YOU reach out?