Franchise Update Magazine Issue IV, 2014

BY MARC KIEKENAPP Dial Out for Sales? Outsourcing your franchise sales process E veryone agrees that within the world of franchising, the franchise development niche has become more difficult. Economic uncertainty making risk less than attractive, one of the tightest lending markets in recent memory, and qualified candidates seeking higher returns have combined with elusive lead generation tactics, extreme broker fees, and declining conversion rates to make franchise development more confusing than ever. As development professionals, our job is to move our brands forward through growth. To do so, typically we recruit marketing and advertising professionals to provide deeper insight into lead generation. We recruit public relations professionals to generate third-party support for our brand. We recruit software companies to help us manage and track customer contacts. So why not get creative where the rubber really meets the road? Why not take a truly creative tack in driving your brand forward through growth? Why not free up budget dollars for additional lead generation strategies? Why not outsource your sales process to professionals seasoned in most aspects of owning and operating a franchise company? You rely on professionals for most other aspects of the development process. Why not selling? Many people call themselves franchise professionals, but what I am suggesting is people who possess real experience as C-level executives in successful franchise companies. There is no lack of experienced personnel in our industry, and when you find the right match you enjoy the following benefits: • Fully qualified candidates ready to invest in your brand. At discovery day it is your job to say yes or no. • Fully executed agreements and fees delivered to your door following discovery day approval. You rely on professionals for most other aspects of the development process. Why not selling? • The caliber of sales staff that your candidates really want to talk with; people who have previously been in their shoes. • A sales staff who can consult on any and every aspect of investing in a franchise opportunity. • A pay-as-you-go business model that reduces standing overhead, freeing budget dollars you can divert to lead generation. • Fully transparent and accurate conversion statistics you can use to better invest marketing dollars. Does it sound like everything you asked for as VP of development? It can be, when you get creative in your approach to selling. And you will not be the first, as more and more companies are outsourcing the sales process with increased productivity and increased savings. But first you must accept that there may be a more creative way. As vice presidents and directors of our departments, we cannot be experts in all aspects of franchise development. We can only create and manage the elements of success while working with others who are masters of their trade (such as marketing and advertising agencies). I have found that most department heads are reluctant to suggest using outside sales services as they believe they were hired to be masters of the sales process. I was no different in my earlier years in franchise development. Then I realized my reluctance to use outside vendors only impeded the growth of both the brand and myself. When I realized that I was hired to move the brand forward through growth, I got more creative. Outsourcing the franchise sales process to seasoned professionals who work with candidates from inquiry through execution of the franchise agreement is not unlike hiring the most seasoned salespersons for your team —except that by doing so you can increase lead generation activities by redirecting reduced overhead costs (successful outsourced sales professionals are not applying for a sales job at your company). A little creativity applied to the franchise sales process will go a long way. You already know that, as you recruit marketing, advertising, public relations, and technology professionals to make your development department excel. Why not seek out the best sales professionals available who will make your development department sing? They are out there. Happy selling, Marc Franchiseupdate ISSUE I V, 2014 Grow Market Lead Sales smarts 55

Franchise Update Magazine Issue IV, 2014 | Page 57