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The Franchise Buying Rules Have Changed

The Franchise Buying Rules Have Changed

It used to be that franchisors would advertise wisely, talk only with prospects that proved a high level of interest, and award the franchise to the most able.

That still happens today, but the rules of the game have changed; the franchising world has entered The Intention Economy.

Franchisors (the sellers) are used to seeking out qualified prospects (the buyers).

And while they still do, the worldwide web has changed the game considerably.

Now savvy prospects (the buyers) are seeking out the best qualified franchisors (the sellers).

We might say they have the upper hand.

They’re shopping intentionally.

Here’s how it goes; they shop the web, find the franchisors that seem to have what they want, and then selectively communicate with those franchisors.

They narrow their search to 3 or more franchisors.

They might say, “Here’s what I need and here’s what I want. What can any of you franchisors do for me?”

And then they choose the one franchisor that offers them the best fit.

In essence, the buyers decide who they will purchase from.

*Doc Sarles, a savvy technology watcher, says this change in the buyer- seller relationship is a result of something that he calls The Intention Economy.

Buyers of the future, he says, will pursue sellers, rather than the other way around.

But the truth is this: The Intention Economy is no longer a future trend; it is already alive in the franchising world.

So what does that mean for franchise sales professionals as they adapt to this economy?

It means that now, more than ever, a successful sales process is more about connecting and clicking than ever!
And the sales professional who wins is the one that the prospect connects with and trusts the most.

Because in the end, while a prospect is buying your concept, he is just as surely buying your people!

So, franchise sales teams… take a moment now to measure your Click IQ!

1. Building relationship is my #1 objective with a prospect and I spend quality time on this

2. I strive to create a specific connection (magic click) with a prospect in the first 15 minutes of the communication

3. I use that magic click to build a strong foundation for my ongoing relationship with that prospect

4. I strive to create a long term relationship based on trust

5. I act as a strong partner as we move through the ups and downs of the sales process

6. I confront problems with ease

7. I use problems to strengthen the relationship

8. I know that the relationship we have developed will get us through the landmines that are sure to occur

9. I follow up consistently and positively

I0. I close cleanly and surely

The more yeses you have…the higher your ‘win’ potential!





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Flo Schell
(Visit Flo's Website)
Flo Schell, EdM, is Founder of Franchise Coaching Systems and author of Stop Selling Start Clicking (MP Press, 2006). Ms. Schell has been featured in Success magazine and The Wall Street Journal. She is the former Vice President of Franchise Development for Sylvan Learning Systems. Sign up for free newsletters geared toward latest trends in sales and franchising at www.FloSchell.c om. Learn more about her new book at w ww.stopsellingstartclicking.com
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