The Four Sales of a Franchise Award

Selling one franchise often involves multiple sales

The sale of a single franchise could very well involve multiple sales, including selling the idea of business ownership, selling franchising itself, selling a specific industry, and selling a particular franchise brand. A franchise system’s marketing materials should anticipate all of these “sales”. 

·      During this COVID era, we anticipate that many furloughed or terminated employees, with excellent credentials, are looking for career alternatives. In fact, a rise in unemployment is often a precursor to an increase in franchise lead generation. These prospective franchisees are ripe for messaging about the value of business ownership.

·      While entrepreneurs may be keen on business ownership they may think they can do it themselves (and some can), while those suited for franchise ownership may need to be “sold” or more accurately “taught” about the advantages of franchising. Leadership provided by franchisors during the recent difficult pandemic months can add to the messaging about the importance of franchisor experience, knowledge, and support.

·      Franchisors will need to “sell” their particular vertical by demonstrating its staying power.  It will be important to remind prospects how a vertical market segment has adapted and even grown during the recent challenging months and why it is a good bet for the long term.

·      And, of course, the franchisor needs to set itself apart from its direct competition, because prospects will undoubtedly be looking at other concepts. And remember, key influencers (spouses, attorneys, bankers) will need to be “sold” as well.  If you as a franchisor have helped pull your franchisees through these past tough months (and I hope you have!), testimonials from your existing franchisees about their experience can instill a sense of comfort and confidence in your prospects.