Improving the Speed and Effectiveness of Your Responses to Prospects
We asked two franchise marketing pros what they're doing to provide more timely - and relevant - responses to prospect inquiries: Jim Brown, vice president of franchise development at Comfort Keepers, and Steve Cox, vice president of franchise development at i9 Sports. Here's what they said.
Jim C. Brown
Vice President, Franchise Development
Comfort Keepers/CK Franchising
The in-home care sector of franchising has become extremely popular in the past several years. More new concepts are being launched every year. In addition to more competition, these new brands bring more visibility to the sector. Our strategy and sales system have evolved since Comfort Keepers began franchising in 1999. One foundation of our system has remained the same, however: TKD, or Time Kills Deals.
The first opportunity for engagement with a potential prospect starts the clock ticking. Most often, that first opportunity is an Internet inquiry. Like many systems, we use a CRM system that generates auto-responders and a drip email campaign. The drip campaigns include links back to high-interest areas of our website. Many of our franchisee prospects are Baby Boomers who still appreciate printed materials. Because of this, we also mail a small trifold brochure the same day we receive the inquiry. Additionally, we send a comprehensive information packet to engaged prospects.
To connect as quickly as possible with prospects, we have increased our sales staff. Today we have three people working with potential franchisees. In our process, we believe phone skills are critical to success. The truly golden opportunities are from inbound inquiry calls. This first interaction is critical, and having a process for that call is essential.
Comfort Keepers participates in the annual Franchise Update Leadership & Development Conference, which includes mystery shops. Additionally, at least twice a year, we engage an independent research company to do mystery shops. Each sales team member receives at least three calls with each engagement. The company representatives listen for the key process components we have identified. We are supplied with a written report on each shop, including a narrative of their experience on each call. Our team is very competitive and the mystery shop results make for some lively sales meetings.
Comfort Keepers' strategy and sales system evolution is continuing this spring with the launch of a new, more interactive engagement system for our web inquiries. The goal is to more effectively communicate with truly interested prospects on the front end, which in turn, will increase opportunities for the sales team to optimize their time.
Vice President, Franchise Development
To better position us to reach our 2012 goal of doubling franchise awards, we recently revamped our lead follow-up processes to increase the speed and effectiveness of our prospect follow-up.
Step one was the implementation of Captivate from FranConnect. Prospects want a lot of information before they are willing to fully engage. With the implementation of Captivate, we are providing prospects with more information than ever. Our Captivate virtual brochure provides them with the emotional hook needed to engage them, while also providing them with the nuts and bolts of our opportunity, which allows them to determine (1) if investing time in the discovery process makes sense for them, and (2) if they qualify to engage.
Step two was hiring a lead qualifier. His job is to engage prospects through a series of three telephone calls and three emails over a 10-day period. Prospects reached are asked a few pre-qualifying questions, and their basic questions are answered. Our qualifier not only invites all new prospects to a weekly webinar we host, but for those ready to engage immediately he also offers an opportunity for a one-on-one call with a development specialist.
Step three is for me to host the weekly webinar for new prospects. This allows us to reach out to prospects who haven't yet engaged fully with our franchise development team, but who are interested in learning more about the franchise opportunity. Since I am both our vice president of franchise development and an i9 Sports franchisee, I look to bring some real-world answers to our prospects in these webinars. The webinar focuses on who we are and provides an overview of the opportunity and the support we provide, followed by a Q&A session. The call is wrapped up in one hour. The following day our qualifier is on the telephone working to schedule a follow-up call with those who attended. We send an email to those who missed the call, with a link to a recording of the webinar.
Step four is a drip email campaign designed to (1) keep us top-of-mind with those looking at different opportunities, and (2) serve as an ongoing touch point with those who may be great prospects but who are not quite ready to engage.
We believe these four steps will increase our speed of follow-up, make us more effective, and allow us to hit our goals.
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