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Why should I buy a franchise from you?

I would like to be able to say this is a question I rarely heard when I was a franchisor, because my franchise recruitment marketing was so good that people already knew the answer before they contacted me.


Unfortunately that wasn’t always the case. When I first started out in franchising, I thought that my obvious passion for the business would be enough to sell truckloads of franchises.


It wasn’t.

I thought my obvious passion for the business would be enough to sell truckloads of franchises.

Although I did sell a few franchises, it turns out that those prospects were already sold on the franchise opportunity and didn’t need a lot of persuading. I’ve learned since then that the best selling isn’t about your wonderful franchise, it’s about your prospects and their needs. 


But in my zeal, I was impatient and overwhelmed them with my spiel. I jumped in too quickly when they asked questions and failed to listen for buying signals that may have led to a sale. 


I soon learned that in selling franchises, the more time a prospect talks, the higher the probability of getting the sale. Because selling franchises—or selling anything for that matter—is about solving problems and meeting needs.

The more time a  prospect talks, the higher the probability of getting the sale

What kinds of problems do prospective franchisees have? Maybe they hate their boss. Maybe they’re unhappy in their job. Maybe they’ve been doing the same thing for too long and need a change. Maybe they’ve never had an opportunity to do what they love. Maybe they’ve checked out several franchises in your industry but are unsure which one to choose. 


There are any number of problems that may be key drivers of prospects’ interest in your franchise opportunity (see more on this here) but if you want to convert them from prospects into franchisees, you’re going to have to ask the right questions—then listen actively for the answers. Active listening is when you not only hear what someone is saying, but also tune in to their thoughts and feelings. It’s about responding in a way that shows you care and are listening—generally by asking questions rather than making statements. 

To convert prospects into franchisees, you’re going to have to ask the right questions—then listen actively

By gaining a better understanding of your prospects’ problems, you’ll be in a better position to match those problems with your solutions—hopefully solutions that meet their exact needs.

 

You may have ‘sold’ the prospect on buying into your franchise, but they’re not franchisees yet. This is only the first step in the sales process which, as we all know, is a long and complex exercise.


For more tips on successful franchise sales, subscribe to my email newsletter or follow me on Linkedin, Facebook or X.

“Nice work Robin. I read your blogs and find them thoughtful and useful.”


Greg Nathan, Franchise Relationships Institute


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