How to drive franchise prospect engagement

franchise experienceThree ways to communicate your franchise brand experience to prospects

Successful franchisors know that the support and system you provide to a franchisee is one of your biggest selling points. However, how well is your franchise communicating this information to your prospects?

As franchise public relations experts, we’re constantly developing ways to help our clients better communicate with prospects. Franchise prospects do their research ahead of time before they even pick up the phone or send an email to talk. Because if this, your number one goal when preparing your message for franchise prospects is to communicate what makes your support and systems better than anyone else in your industry.

Besides earned media coverage, the best place to do this is on your website. Below are three things you should be communicating with your prospects as soon as they land on your franchise page:

  1. What’s my experience going to be like? When investing in a franchise, people want to know what they’ll be getting into. It’s important that you convey what the day-to-day operations of your franchise will look like. You should also communicate what a new franchisee can expect in the first month, quarter and year of owning their business. It’s important that you convey exactly what this will be like, warts and all. Any business owner knows that there are going to be parts of running their business that will be unpleasant, and it’s your job to be transparent about what those unpleasant moments might be like while also highlighting the enjoyable parts of owning a franchise. This will not only build trust with potential prospects, it will also help you weed out any franchisees that might not be a good fit.
  2. What will keep me motivated? Owning a business is a long-game strategy. As explained in this video from Adam Atler, focusing on long-term goals means you spend the majority of your time in a failure state. It can be a hollow and unrewarding process for some, and even when a goal is met, it can feel anti-climactic. Instead of communicating the long-term goal of what a franchisee can achieve, focus on selling the system you have and the rewards that come from buying into and participating in that system on a day-to-day basis. This will help potential franchisees see what will motivate them all the way through to their exit strategy.
  3. What kind of impact will I have on my community? This is an often overlooked aspect of franchising. Just because someone wants to buy into a nationally recognized brand doesn’t mean they’re ignoring the impact their business can have on the community they serve. They are ultimately still a small business that can positively impact their community. Communicate to them how this is possible, and you’ll connect with them on a level that other brands won’t touch.

If you’re looking for successful tactics to implement these three communication strategies and sell more franchises, give us a call at 865.977.1973.

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JD Sizemore, Account Supervisor

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