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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, Former VP of Franchise
Sales, Sylvan Learning Systems, Inc. is
Founder of Franchise Coaching Systems
and can be found at www.FloSchell.c
om. She holds distinction as a
Certified Coach from the Thomas Leonard
School of Coaching. Flo is adept at the
nuts and bolts of selling and at helping
sales professionals to deal with the ups
and downs of their work. She is author of
the new business book, Stop Selling Start
Clicking, available at
www.StopSellingStartClicking.com. Sign
on to her website for free Tele-Gatherings
on topics related to selling and
franchising.
Flo Schell Video - This is a live chat with Flo Schell, Author of the highly acclaimed new business book, Stop Selling: Start Clicking! Flo knows how hard it can be for small business owners to sell themselves and their services. Bringing 20 years of sales experience and featured in Success Magazine, Certified Coach Flo Schell, bases her process on the human connection that she calls the magic click. Listen in as Flo describes why we must master the art of selling...and exactly how to create the magic click.
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