Franchise Update Magazine Issue IV, 2015 | Page 51

less) in the competitive haircutting space
is a Sport Clips best practice designed
not to overwhelm prospects with too fast
a response, but rather to build trust and
move the process forward while interest
is at its peak, says Lindsey.
After noticing that it was losing 50
percent of its prospects in the handoff
from the call center to the sales team,
Sport Clips deployed a technology solution to close the loop in the early recruitment stage. Call center qualified leads
are now entered directly into the online
schedules of the internal sales teams
and area developers, creating a seamless
transition for prospects to the next stage
of the sales process. “I’m convinced it is
those little trench work things you do
that make it easier for prospects to engage in your process,” says Lindsey. The
multiple awards this year back that up.

BEST WEBSITE
BEST PRACTICES
Bach to Rock

On Bach to Rock’s recruitment website, what
you see is what you get.
It’s a winning formula
for the fast-growing
national music education brand that took
top honors for Best
Brian Gross
Website Best Practices.
The company, which began franchising
in 2012, relaunched its recruitment website two years later with a commitment to
transparency “in terms of unit economics,
investment in the business, and who and
what we are, as a brand,” says Brian Gross,
president of Bach to Rock, which has six
company stores and 37 franchised units.
The website, says Gross, is designed
to provide an engaging and easy way for
prospects to experience Bach to Rock at
whatever commitment level they choose.
Information is brought to life with video,
graphs, charts, and illustrations. Potential
franchisees ready to dive into the process
can download a thorough, 35-page brochure. The integrated platform also reaches
out to recruits in various ways, including
blogs, portals and remarketing. Potential
franchisees can make inquiries directly by
email or phone.
“Our goal was to give them as much
information as we have available, so they
can make an informed decision and see
if their objectives are consistent with our

brand—and, if so, help them take the next
step toward ownership,” says Gross.
The strategy is paying off. Since the
website’s launch, web leads have risen
200 percent—quality leads that prompted
Bach to Rock to adjust its best practices to
ensure the company continues to handle
the volume of interest promptly and with a
personal touch. And sales are up 70 percent.
Burgeoning business is matched by
an aggressive growth plan. Bach to Rock
anticipates adding as many as 500 units in
the next decade, and ultimately expanding
the music and community-centric franchise
internationally.
“As a new franchisee we want to build
the system, but it has to be done in the
most productive and healthy way—for
both sides,” says Gross.

BEST SOCIAL
IMPLEMENTATION
Home Care Assistance

For Home Care Assistance, the savvy use
of online marketing
and social media comes
naturally. The Palo
Alto-based company
has grown up alongside
the likes of Google,
Jack Johnson
Facebook, Apple, and
Uber, and its Silicon Valley roots have
given the provider of in-home senior care
a competitive edge in sale