Why prospective franchisees have to feel warm and welcomed

Article by Dee Blick

The Marketing Gym

When did you last analyse your prospect- to- franchisee conversion process to determine if it really is as good as it gets and that you’re creating an abundance of warm feelings?

Let's say you exhibit at an event and give out many franchisee prospectuses. Several of these potential franchisees contact you.

Have you thoroughly briefed each member of your team on how they must handle all incoming enquiries; the winning approach they must follow to the letter?
Do you have a clear and traceable process in place so you can map the journey of this warm prospect so they’re not allowed to go cold?
Are your team aware of the importance of creating warm, fuzzy feelings?

When I was writing this blog I came across an article that I’ve reproduced in part below...

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Brands that excel in service focus on making people feel good about the relationship with the product, service, or employees. AT&T conducted focus group research to develop its “10 feet or 10 seconds” method of greeting a customer. One focus group was greeted within 10 feet or 10 seconds of entering the store. The second group was not greeted nor told how long they would have to wait for service. Each group waited exactly three minutes to be served, and not a second more. AT&T consistently found that the first group had a significantly better perception of the brand because they “felt” recognized and acknowledged.”

Don’t become so focused on the process that you overlook the importance of your team members making every potential franchisee feel fantastic, special and welcomed.

About Dee Blick
CIM Fellow Dee is the author of the multi award winning book The 15 Essential Marketing Masterclasses For Your Small Business which is available on Amazon for £10 with 77 5 star reviews. It has been rated excellent by The Sun, Elite Business Magazine, Sales Initiative Magazine and won Talk Business Magazine’s Best Business Book 2013. Dee’s next book: The Ultimate Guide to Writing and Marketing a Bestselling Book on a Shoestring Budget will be available from October 1st. Follow Dee on twitter @deeblick for her latest updates.

Last Updated: 17-January-2020