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Running a successful franchise in multiple locations and optimizing each one for maximum engagement and recognition in their local markets is definitely one of the most difficult tasks for a business leaders. Yes, you should trust your franchisees to do a stellar job and manage their branches in an efficient and effective way, but only if you have done your part of the job beforehand.

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So, what is your job? As a franchisor, your job is to create a strong overarching marketing strategy that will help every branch maximize its marketing potential while ensuring brand consistency every step of the way. To that end, here are the most effective ways you can create a winning franchise marketing strategy.

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Franchise Marketing - Step it Up a Notch!

You have a successful business. That is step one. The business has enough time in operation to clearly understand the business model, the nuances of running and operating the business and the company has somewhat of a leadership position in the marketplace they work in. Now how do you expand beyond the first successful location? Franchising and Licensing your business model of course, but how? There are clear steps that need to be taken in order to make this transition from one successful operation to a system that replicates this success through other owner operators who buy your franchise.

It is called a Franchise Marketing System. The key is that you develop a system that creates brand awareness, interest and an overall "buzz" for what you are doing in business and around the offering for others to get into business with you doing the same thing for themselves. Some businesses and industries can create this naturally by way of being new, unique or having wonderful branding while others take a bit more "pushing". The key is that the business is successful that you are replicating and that you are selling a truly successful business model, the Franchise Marketing System is just about packaging that concept in a way that can be marketed and sold.

Building a Package. The first step in designing this system is to clearly identify what the franchise offering will be and what the overall "package" will deliver to the buyer. This should be very clear and succinct. Always remember that franchise buyers do not come to you for vague answers and ballpark figures, they want a defined and clearly outlined model so that they don't have to worry if they are "doing it right". Build the business plan for them so that they have a road map when they sign the franchise agreement, put together great operations manuals and make sure that you have a wonderful training program for them to fully understand the business and be independent.

Buzz. As a franchise organization, the best franchise marketing systems create the most "Buzz". It is no secret that most of the great franchisors in history were great "Showmen". Create the message in people's heads that you have it figured out... you have a wonderful life and a really great deal with the business that you are offering in a franchise... anyone could have this just like you do if they too joined this franchise company. Of course you have to back this up, but that is the message that fuels the phone calls and emails from interested buyers. Put together a great web presence, in today's market your website IS your store front, if you aren't looking the part online people won't take you seriously. Do PR work, try to get in print - it brings a certain level of credibility that online marketing cannot match. Once you have this market electricity, you need to funnel that interest into your lead generation system.

Lead Machine. It is critical to keep in mind that as a new franchise organization, you are running a new business. When you first opened the doors to your business, did you advertise? Did you run an ad in the paper? Did you work hard to create a marketplace for what you were doing? Of course you did, the same process needs to be in place for your new franchise model. Without advertising and lead generation it is very difficult to sell and volume of franchise locations. There are countless options to generate good leads. Pay Per Click Marketing, franchise lead generation sites, print, trade shows, PR work, SEO marketing and many more, the key is to build a great plan that incorporates enough avenues to consistently generate a solid lead flow so that you have qualified franchise candidates to talk to each and every day.

Have a great Pitch. Once you have people on the phone, it is important to have a great presentation. Why should they consider buying into your franchise? What makes you so special that someone should pay you $35,000 up front and a percentage of sales forever? The answer should flow very naturally. "We are... we provide training... support... This means to YOU that... and YOU will receive... and YOU will benefit from... " This includes having the collateral materials, PowerPoint presentations, fliers, printed materials and other items that go hand in hand with your selling anything... look and act the part and always remember that perception is reality to most people.

 

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Understanding Franchise Marketing

In the business of duplicating concepts, the process of marketing and selling the model is new and unique to most. It could be compared to dating, fishing, hunting and many other catching metaphors, but from someone who has actively marketed and sold franchises for the past ten years, it comes down to a few key factors as to what separates the successful franchise marketers from the unsuccessful ones.

The first point to be aware of is that franchise sales and franchise marketing takes a budget. In 2010, I have personally been involved in 67 new franchise sale transactions...3 of those came to my clients through referrals or contacts they had prior to franchising their business. The rest of the franchise sales came through good old fashioned advertising. Yes, that's right, you do have to advertise to attract good franchise prospects. What I tell my clients in deciding what to budget for franchise marketing activities is twofold. One, budget something up front for a brochure, printed materials, a good website and other program pieces that are necessary to attract buyers. Then on a monthly timeframe, start out with a budget of $500 up to $1,500 per month for lead generation activities. Do not go into franchising without some kind of a budget for marketing the business.

The second point is take notice of in franchising is that you need to have a compelling story. I call this the unique selling proposition for a business concept. What the heck makes you different from every other business out there in the license/franchise/business opportunity world? If you can't say something to yourself in the mirror that makes you smile, you're probably going to have a hard time getting other people to find it interesting. Develop this value proposition and nail it down before you start talking to people. If there is one thing that I know about franchise buyer leads, it is that they have a short attention span....get it quick or you get hung up on.

The third issue is that if you don't like making a lot of sales calls and "working the phones", you need to budget for a sales person to do this for you. Franchising is a sales business, don't let anyone fool you. People don't walk in the door and hand checks over, it is a contact sport and takes hundreds and hundreds of phone calls to land franchise partners. A good franchise sales person will make anywhere from 75-150 phone calls per day. In many instances, I have personally called a good prospect over 40 times just to get a meeting with them regarding the franchise opportunity. Get ready to get busy, franchising takes leg work and activity. I love activity....it's easy to monitor and 99 out of 100 times, the sales people who create the most activity are the ones who close deals. Burn up the phones and you will see revenue in your franchise system.

The fourth note is that it's okay to be "out there". It is important to remember that you are probably one of several franchise opportunities that any buyer is considering. If you do not leave an impression on that buyer, they will very likely forget about you. Be aggressive and tell them what you are good at and how it will benefit them! The thing I love about franchising is that it helps people become entrepreneurs, which is the most empowering thing in the world. The thing I hate about franchising, is that the people you are dealing with are not sophisticated and have not been empowered yet! So it is up to you as a franchise sales person....or franchise consultant, to lead that person through the decision making process. My shortest sales times with franchise buyers have happened in cases where my sales pitch turned into a counseling session. I found out more about the buyers on the first call, I made compelling comments about things other than what I was selling and I really personalized the relationship. The next time you call someone, try this and see what kinds of results you get!

Franchising is an effective and powerful way to grow a business. The key with any new business venture is to approach the idea and business strategy with as much information as possible. So when you approach the idea of how to franchise my business, be ready to market and sell you franchise when you get into this business and more often than not you will develop revenue streams from your new business venture.

 

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Businesses are realizing that they require a marketing agency that takes a holistic approach to their online web presence and digital marketing strategy.

Contact us today to learn more about Marketing your Franchise Business.


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Franchise Email Marketing Financing Deals Walnut Cove

Franchise Email Marketing Financing Deals Walnut Cove