Social Media and Franchise Sales: Look Ahead Before Jumping in with Both Feet

As many franchise professionals explore new methods of recruiting franchise candidates, there's been a great deal of discussion on how to incorporate social media into the mix. Sure, social media could be used to generate franchise leads, and, quite effectively... that, I have no doubt. But, it's what comes after generating the leads that concerns me more. So, let's take a look ahead, before jumping in with both feet.

Just like integrating traditional marketing strategies with social media strategies, it's necessary to integrate personal interaction as well. However, instead of an aggressive, focused sales approach, the interaction should be subtle and guiding. Social media tools should be used to make points while making the experience enjoyable and interesting. Candidates will most likely marvel at the new technology and feel comfortable learning about the technology AND the franchise concept. And yes, they'll be more comfortable and be fully at ease working through disclosure and the finer points of the concept itself.

The rest comes down to guiding candidates towards making a decision as it will now fully be an informed decision that has been validated by the social media experience AND the franchisees the candidates have come in contact with. As such, franchisees actually feel more part of the franchise sales process than ever before. Go ahead and smile as this makes the process easier than in the past. Yes, it'll be very nice to achieve franchise development goals once again.

Fantasy or Reality? Achievable or Not? Easy or Hard? That's up to you and your team. It comes down to personal accountability, diligent execution of strategy and plan, professional handling of franchise candidates at all times and above all, NO SHORTCUTS!

Personal accountability is necessary in managing and monitoring social media activity, updating blog content and keeping things fresh. Nobody will stay at a dull party, right? Putting off things for tomorrow that should be done today is just not acceptable. It becomes a reflection of how even the simplest things are handled. A lack of urgency and poor attention to detail will translate into how the franchise sales process is handled, and then withered away.

Diligent execution of strategy and plan is essential. Certainly, adjustments will need to be made along the way. But the plan is your road map. Follow it as closely as possible. Allow extra time and resources as necessary for roadblocks and detours, but stay on course. Monitor your progress. How fast did you get from point A to point B? How fast did a candidate get from point A to Point B? Is the process slowing down or speeding up? Why? Do you need to do some system maintenance to the social media vehicle? Maybe your videos aren't playing correctly? Maybe the photos aren't loading fast enough? Maybe it's time to bring in a "technician" so you can get back on the road as quickly as possible?

Professional handling means working with each candidate as you would want to be treated if you were the one on the verge of making a substantial investment, maybe putting your life savings on the line! It means conveying a sense of urgency when asked for information. It means paying attention to detail in something as simple as pronouncing their name correctly all the way to something complex such as full disclosure of the franchise concept. And, it means having the right attitude and conveying the same at every moment of working with the candidate at every point of "contact" including by email, on the phone, in-person, and yes, in the virtual world. Keep in mind, at all points of contact, your attitude will shine through so make sure it shines bright and your franchise future will shine bright as well!

Published: May 2nd, 2011

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