How Screenmobile Reaches and Engages with Targeted Prospects
When you start a conversation with a prospect, one of the first things to establish is why they're considering buying a franchise, and what in particular about your brand caught their attention. Make it your mission to uncover the true motivation behind their interest in becoming a franchise owner.
Are they coming out of the service and returning to civilian life? If so, then share details on your brand's processes and systems that could resonate with them. If the prospect has been recently laid off, share statistics and background on the stability that being a franchise owner offers. If they're an executive and enjoy managing a team, share how your concept lends itself to growth and the possibility to manage several locations and a large team.
Finally (and we get this one a lot!), maybe they're tired of a 9-to-5 schedule or working long hours at a desk job. If that's the case, talk up the ability to set their own hours and have control over their schedule. This also resonates with family-oriented folks looking to spend more time with their loved ones.
The personal touch, as outlined above, is integral to tailoring communication with prospects. But the next thing you need to establish with prospects is what your brand stands for, and effectively communicate your core values. I urge you to not falter on this. Do not deviate from or massage your message to appeal to a prospect you may think is a candidate. Realize your brand may not be a fit for everyone, and that's okay.
Here's the thing, If you aren't true to your brand and honest from the get-go about what you can offer franchisees, you aren't playing the long game. In the long run, you want franchisees who respect, value, and believe in what your brand stands for. Without that, you'll never achieve brand consistency -- which, as we know, is key to a franchise system's success.
Brian Knuth, from our development team, said it best: "It's key to go through the process of articulating the brand and expressing what we can and can't fulfill. We also hit the trigger point of what may have piqued their interest initially. But at the end of the day, franchisors have to live up to their commitment to franchisees -- that is the product, and it needs to be quality. If you can back that up, describe the brand, and personalize your pitch just a bit, you have a winning formula."
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