The Franchise Buying Rules Have Changed
The Franchise Buying Rules Have Changed
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!
The Franchise Buying Rules Have Changed - To learn more about this author, visit Flo Schell's Website.
Like this article? Share it with your friends
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!
The Franchise Buying Rules Have Changed - To learn more about this author, visit Flo Schell's Website.
Like this article? Share it with your friends
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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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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