Keeping a Personal Touch in an Era of Automation

We asked Kurt M. Landwehr, Vice President of Franchise Development at Regis Corp., about how he maintains a one-on-one personal connection with prospective franchisees at a time when marketing automation is becoming more and more prevalent. Here's what he had to say.

Although technology has dramatically changed the way we conduct our business, from lead generation to awarding a franchise, what has not changed is the importance of human connections throughout the process. At Regis Corp. we are committed to using technology as much as possible to increase the speed and delivery of important information, and to enrich our candidates' experience in the discovery process. Yet, technology does not take the place of people, it simply enhances it!

We have a very specific investigation process that we lead all of our candidates through. The process is designed to share as much detailed information as possible to help people make an informed business decision. We combine the use of technology (webinars, for example) with simple telephone communication, face-to-face meetings, and extended one-on-one time at discovery day. All are designed to enhance the connections we make with our prospects.

Where we really leverage technology in the development process is with lead generation. Gone are the days where we sifted through stacks of unqualified Internet leads, trying to find the diamond in the rough. Today we deploy a digital lead-generation campaign targeted at a very specific audience with a very specific message, which produces a much higher quality candidate entering our process.

We also leverage technology when working with franchise consultants. It is much easier to keep consultants informed on our brands by holding Lunch & Learns, Consultant Cafes, and other educational opportunities, all done with the use of technology. We recognize that today's professional franchise consultants can help us target specific markets for growth and introduce us to high-quality candidates who would never have thought of hair care on their own.

In my nearly 20 years in franchise development, if there is one thing that I have learned, it's that people make buying decisions based on emotion. Big parts of the emotional connection that our candidates have to our brands are the people they meet during the discovery process. Those relationships are not limited to their development representative. They can be corporate employees, franchisees, vendors, and even other prospective franchisees they meet along the way! We demonstrate the depth and breadth of the organization to make people feel comfortable with their decision to move forward with Regis Corp.

Published: July 3rd, 2013

Share this Feature

Recommended Reading:


comments powered by Disqus
Firehouse Subs


Premium Services

Xpressdocs Business Opportunity

Xpressdocs' proprietary marketing platform houses a diverse mix of...

Franchise Consumer Marketing Conference Business Opportunity

Franchise Consumer Marketing Conference
June 19-21, 2018. Intercontinental Hotel, Atlanta (Buckhead), GA. An...

Fish Consulting Business Opportunity

Fish Consulting
We are a national PR and marketing agency that specializes in helping...

HigherMe Business Opportunity

HigherMe was founded by a former multi-unit franchisee to optimize the...

Ceterus Business Opportunity

Ceterus is the premier accounting and benchmarked reporting solution for...

Multi-Unit Franchising Conference Business Opportunity

Multi-Unit Franchising Conference
Make deals with the most powerful players in Multi-Unit Franchising. Our...

Naranga Business Opportunity

Naranga, a comprehensive franchise technology provider, delivers software...

AXIS Integrated Business Opportunity

AXIS Integrated
With over 25 years of experience in the franchise industry, AXIS...

Franchise Update Magazine

A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.

Share This Page

Subscribe to Franchise Update Sales Report

A Franchise Update Media Production
Franchise Update Media
P.O. Box 20547
San Jose, CA 95160
PH. (408) 402-5681
In Loving Memory Of Timothy Gardner (1987-2014)

Copyright © 2001 - 2018.
All Rights Reserved.