The Office Visit: Best Practices For Discovery Day Success

The Office Visit: Best Practices For Discovery Day Success

By: Marc Kiekenapp | 5,166 Reads | 60 Shares
Featured in: Franchise Update Magazine: Issue 4, 2008
%3Cp%3EThe+Office+Visit+is+arguably+the+most+important+step+in+the+franchise+sales+qualification+process.%3Cbr+%2F%3E+%3Cbr+%2F%3E+The+Office+Visit+goes+by+many+names%3A+Discovery+Day%2C+Information+Day%2C+Audition+Day%2C+Support+Center+Visit+Day+and+on+and+on.+Regardless+of+what+you+name+it%2C+it+is+the+day+for+the+management+team+and+the+franchise+candidate+to+%22get+to+know%22+each+other+beyond+phone+and+email+and+decide+if+this+is+a+good+match+for+both+parties.%3Cbr+%2F%3E+%3Cbr+%2F%3E+In+my+experience%2C+about+80+percent+of+franchise+companies+conduct+a+Discovery+Day.+Most+often%2C+the+day%27s+activities+take+place+at+corporate+headquarters.+Some+franchisors%2C+however%2C+use+the+day+to+visit+existing+locations+and+sometimes+venture+out+in+the+field+with+their+candidates.+Some+companies+invite+only+one+candidate+for+the+day%2C+while+others+make+it+a+group+event.+So+what+are+some+of+the+best+practices+for+your+Discovery+Day%3F+Let+me+share+what+I%27ve+found+to+be+most+effective.%3C%2Fp%3E%0D%0A%3Cul%3E%0D%0A%3Cul%3E%0D%0A%3Cli%3E%3Cstrong%3E%3Cem%3EWhen+is+the+%22best%22+time+for+the+visit%3F%3C%2Fem%3E%3C%2Fstrong%3E+In+my+experience%2C+the+Office+Visit+is+the+highlight+of+the+sales+qualification+process.+The+right+candidate+will+never+be+more+excited+than+they+are+on+this+day%2C+so+work+your+sales+qualification+process+to+effectively+prepare+candidates+and+ensure+that+all+issues+have+been+handled+so+a+decision+can+be+made+in+short+order.+If+the+candidate+needs+financing%2C+be+sure+that+a+pre-approval+letter+from+a+lender+is+secured.+If+real+estate+is+a+hurdle%2C+make+sure+that+all+objections+are+handled+before+they+arrive.+In+short%2C+eliminate+any+roadblocks+to+a+decision+%3Cem%3Ebefore%3C%2Fem%3E+you+have+candidates+make+the+trip.%3C%2Fli%3E%0D%0A%3C%2Ful%3E%0D%0A%3C%2Ful%3E%0D%0A%3Cp%3E%26nbsp%3B%3C%2Fp%3E%0D%0A%3Cul%3E%0D%0A%3Cli%3E%3Cstrong%3E%3Cem%3EWho+should+attend%3F%3C%2Fem%3E%3C%2Fstrong%3E+Everyone.+It+is+imperative+that+%3Cem%3Eall%3C%2Fem%3E+stakeholders+in+the+decision+to+buy+the+franchise+attend.+Don%27t+waste+the+candidate%27s+time+%28or+your+staff%27s%29+if+all+parties+have+not+committed+to+be+there.+There+is+no+way+this+type+of+decision+is+made+with+only+one+of+the+spouses+or+partners+in+attendance.+Conducting+the+visit+without+all+stakeholders+in+attendance+will+only+delay+the+process+and+defeat+the+purpose+of+the+day+visit+being+the+springboard+to+the+close%21%3C%2Fli%3E%0D%0A%3C%2Ful%3E%0D%0A%3Cp%3E%3Cbr+%2F%3E+Most+candidates+today+started+their+investigation+on+the+Internet%2C+in+a+trade+magazine%2C+or+through+an+ad+in+a+newspaper.+Once+they%27ve+completed+a+qualification+form+or+application%2C+the+process+is+usually+conducted+over+the+phone.+The+education+of+the+candidate+in+understanding+your+franchise+offering+will+include+several+phone+calls+from+the+franchise+salesperson+totaling+four+to+six+hours.+Once+that+is+complete%2C+the+candidate+will+generally+speak+with+several+franchisees+and+then+make+the+decision+to+visit+and+meet+the+franchisor.+The+candidate+is+now+ready+to+meet+the+management+team%2C+confirm+the+information+they+have+received+from+the+salesperson+over+the+past+several+weeks%2C+and+decide+if+the+franchise+company+is+a+good+fit+for+them.%3Cbr+%2F%3E+%3Cbr+%2F%3E+Most+candidates+have+spent+the+majority+of+their+conversations+up+to+this+point+with+the+salesperson.+As+a+franchisor+you+don%27t+want+to+host+candidates+who+are+not+prepared+or+properly+qualified.+You+should+have+a+written+sales+process+that+the+salesperson+has+successfully+completed+before+an+invitation+is+extended+to+visit+your+franchise+facility.+It+is+very+important+that+all+of+the+candidates+attending+the+Office+Visit+Day+be+prepared+in+a+similar+fashion+or+the+experience+will+be+very+disjointed+with+candidates+asking+questions+that+should+have+been+handled+earlier.+The+larger+your+sales+team%2C+the+more+important+it+is+for+the+franchise+development+manager+to+make+sure+all+candidates+are+prepared+equally.%3Cbr+%2F%3E+%3Cbr+%2F%3E+I+suggest+the+following+structure+for+a+successful+Office+Visit+experience%3A%3C%2Fp%3E%0D%0A%3Col%3E%0D%0A%3Cli%3EExpenses--who+pays+for+what%3F+Since+the+Office+Visit+is+for+both+parties%2C+I+suggest+that+expenses+be+shared+between+the+candidate+and+the+franchisor.+The+most+equitable+way+is+for+the+franchisor+to+pay+for+airport+transportation%2C+hotel%2C+and+meals+while+the+candidate+pays+for+the+airfare.%3C%2Fli%3E%0D%0A%3Cli%3EThe+night+before+should+be+used+as+a+%22get+to+know+you%22+event.+I+suggest+an+informal+dinner+with+the+salesperson+and+one+or+two+mid-level+managers%2C+saving+the+executive+team+for+the+actual+visit.%3C%2Fli%3E%0D%0A%3Cli%3EWhen+candidates+arrive+at+the+facility%2C+the+office+staff+should+greet+them+and+have+the+candidates%27+names+on+a+board+in+the+lobby.%3C%2Fli%3E%0D%0A%3Cli%3EAn+organized+presentation+of+facts+about+the+company+using+PowerPoint+presentations+by+the+department+heads.%3C%2Fli%3E%0D%0A%3Cli%3EA+visit+to+an+existing+store+or+facility.%3C%2Fli%3E%0D%0A%3Cli%3EAn+informal+lunch+with+the+staff.%3C%2Fli%3E%0D%0A%3Cli%3EA+one-on-one+meeting+with+two+or+three+executives.%3C%2Fli%3E%0D%0A%3C%2Fol%3E%0D%0A%3Cp%3E%3Cbr+%2F%3E+Conducted+correctly%2C+the+Office+Visit+should+give+both+parties+the+confidence+and+information+to+realize+whether+this+is+the+right+decision+for+all.+Some+franchisors+use+this+as+a+closing+day+where+the+candidates+must+bring+a+check.+I%27m+not+a+fan+of+this+method.+It+puts+undue+pressure+on+candidates+and+risks+losing+any+candidates+unwilling+to+make+the+commitment+that+day+but+who+will+make+a+decision+soon+after.%3Cbr+%2F%3E+%3Cbr+%2F%3E+I+much+prefer+that+the+executive+approval+committee+meet+after+the+visit+and+inform+the+candidate+if+they+have+been+accepted+into+the+franchise+company+a+couple+of+days+after+the+visit.+This+allows+everyone+to+be+more+relaxed+and+open+to+sharing+thoughts+and+ideas+during+the+visit.%3Cbr+%2F%3E+%3Cbr+%2F%3E+In+summary%2C+the+Office+Visit+is+the+final+step+in+the+journey+for+both+parties+and+is+more+important+than+everything+else+you%27ve+done+to+this+point.+Involve+your+entire+office+staff+and+make+it+an+informative+and+%22fun%22+experience+for+all.+When+this+important+day+is+executed+correctly+you+will+have+fewer+failures+and+many+more+happy+franchisees.%3C%2Fp%3E
Published: February 23rd, 2009

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