We teach FSN clients that you should take every sales and marketing opportunity, even the ones that aren’t obvious. For example, how seriously do you take your mobile or office message? Not very? Then you will be missing out on sales.
Firstly, the trick is to reduce the chances of anyone even hearing your message. Ideally they should get a representative of your franchise business or they should get YOU! Call handling services like AlldayPA and Miss Moneypenny are very reasonably priced and mean that a real person can answer the calls even out of hours. Or try a local virtual PA/VA.
But, if clients do get your voicemail or landline message, make sure it is cheery, confirms they have got the right company (people don’t leave messages if they are not sure they have got the right line) and invites them to leave a message, then manages their expectations of a response. We cover this in more detail in our seminars, but you get the general idea.
And, importantly, if you are not contactable for a day or on holiday for a week, tell the caller. And let them know of alternative points of contact, refer them to the web site or tell them when someone will be able to get back to them. DO NOT tell them to call back – that is just poor customer service.
Hopefully you are able to insert hold messages onto your phone system or mobile voicemail (if it is a work-only mobile). Then take the opportunity to record a message that tells callers about your various services. And change it regularly. You will be amazed at how many people ask about what they heard when they get through.
Wednesday 27 August 2008
Tuesday 26 August 2008
Being your own boss
Many people enjoy being their own boss. For most it means the chance to feel they are free to make their own decisons; others feel it is the best way to control their destiny and make their first million quicker.
Being a franchisee can fit in nicely with this way of thinking. Afterall someone else has already got the product or service off the ground, got a customer base and a brand. A franchise can be an ideal way to jump aboard a successful ship.
Of course, you are told to make sure it is the right business for you, to check the legal position, the financials and plan carefully the route to your success. Will you still be motivated in three years time, jumping out of bed and going to work with the same enthusiam as when you started?
There are many ways to get motivated and ways to get help when the going gets tough. Getting the right assistance from others to make your business successful takes nothing away from the satisfation of being your own boss.
Being a franchisee can fit in nicely with this way of thinking. Afterall someone else has already got the product or service off the ground, got a customer base and a brand. A franchise can be an ideal way to jump aboard a successful ship.
Of course, you are told to make sure it is the right business for you, to check the legal position, the financials and plan carefully the route to your success. Will you still be motivated in three years time, jumping out of bed and going to work with the same enthusiam as when you started?
There are many ways to get motivated and ways to get help when the going gets tough. Getting the right assistance from others to make your business successful takes nothing away from the satisfation of being your own boss.
Thursday 21 August 2008
Get free business from referrals
Do you have your own referral system for your franchise? "What is that" I hear you ask! And so many businesses ignore this fantastic low cost way of getting high margin business.
As an entrepreneur, of course you regularly analyse where you leads come from, don't you? So you will very likely find, as do most business people, that the best quality leads come from existing customers and contacts.
Why is that? Simple - they seldom query the price because the prospect has "done their research": they have phoned a friend. For many customers of franchises, the power of recommendation outweighs the importance of their own independent research, because they must by implication trust the judgment of the friend.
Thus, business that comes from referrals is often at full price, without discounting. And you already have a relationship (admittedly indirect) with the referee, so they are less likely to be a difficult customer.
So hopefully I have convinced you of the need to get more of these sort of customers, but how do you do that? You need to firstly find your local business networking groups. They might be a chamber of commerce, BRE, Refer-on, BNI, Institute of Directors or a host of others. Their representatives might shoot me for saying this but you don't have to pay the joining fee. In fact, I suggest that in the first instance you visit one a week for several months, spreading your gospel and gathering leads. There are so many groups now that you can go to networking group within 10 miles of you each week for 3 months and not visit the same one.
You also need to set up a system for your existing customers to refer you. There are lots of ways to do this that we outline in our franchise support network seminars but the most obvious one is to ASK them each time they buy! You will be amazed at how many agree to recommend you. Of course only one in 20 will actually do it, but that one in 20 is a new customer. And this marketing idea is FREE.
As an entrepreneur, of course you regularly analyse where you leads come from, don't you? So you will very likely find, as do most business people, that the best quality leads come from existing customers and contacts.
Why is that? Simple - they seldom query the price because the prospect has "done their research": they have phoned a friend. For many customers of franchises, the power of recommendation outweighs the importance of their own independent research, because they must by implication trust the judgment of the friend.
Thus, business that comes from referrals is often at full price, without discounting. And you already have a relationship (admittedly indirect) with the referee, so they are less likely to be a difficult customer.
So hopefully I have convinced you of the need to get more of these sort of customers, but how do you do that? You need to firstly find your local business networking groups. They might be a chamber of commerce, BRE, Refer-on, BNI, Institute of Directors or a host of others. Their representatives might shoot me for saying this but you don't have to pay the joining fee. In fact, I suggest that in the first instance you visit one a week for several months, spreading your gospel and gathering leads. There are so many groups now that you can go to networking group within 10 miles of you each week for 3 months and not visit the same one.
You also need to set up a system for your existing customers to refer you. There are lots of ways to do this that we outline in our franchise support network seminars but the most obvious one is to ASK them each time they buy! You will be amazed at how many agree to recommend you. Of course only one in 20 will actually do it, but that one in 20 is a new customer. And this marketing idea is FREE.
Thursday 14 August 2008
Your franchise reflects you
Did you know that 85% of all companies in the UK with over £1m turnover use psychometric assessments to recruit their staff? This figure is also matched by franchisors selecting their franchisees.
More recently as the psychometric assessment market grows more applications of them become more commonplace. Examples of these are for training needs analysis, coaching, personal development, succession planning, team working and improved communications with customers, suppliers, franchises etc. Most interestingly of all, studies shown that a company closely reflects the 'personality' of its owner or CEO.
In franchise terms, this means that the more the franchisee is a Driver (a proactive introvert) for example, then the style of that franchise and the staff working there are more likely to be driven and have very defined goals. Whatever the personality type of the franchisee this will reflect in their style, the staff they select and the way they are motivated to achieve their goals.
Every personality type has its up and its down sides. If you understand what yours are, use the positives to achieve your own goals in your franchise.
More recently as the psychometric assessment market grows more applications of them become more commonplace. Examples of these are for training needs analysis, coaching, personal development, succession planning, team working and improved communications with customers, suppliers, franchises etc. Most interestingly of all, studies shown that a company closely reflects the 'personality' of its owner or CEO.
In franchise terms, this means that the more the franchisee is a Driver (a proactive introvert) for example, then the style of that franchise and the staff working there are more likely to be driven and have very defined goals. Whatever the personality type of the franchisee this will reflect in their style, the staff they select and the way they are motivated to achieve their goals.
Every personality type has its up and its down sides. If you understand what yours are, use the positives to achieve your own goals in your franchise.
Wednesday 13 August 2008
Using leadership in your franchise
As management styles have evolved over recent years from the forceful leadership style more towards enabling leadership, more questions are raised as to whether a successful leader needs to be more versatile than ever before.
It is argued that a "forceful leader" takes charge, is in control, takes stands and articulates them clearly. Someone has to make the tough calls.
The "enabling leader" empowers staff and substitutes and is able to delegate effectively. He does not just listen to others ideas but is responsive to them creating an understanding and enthusiasm for self development within an organisation.
In franchising, and in many small company environments, this approach is crucial to success of the business. In truth versatility is key. Versatile leaders adjust their behaviours, apply the right approach to the right degree for the circumstances in hand.
It is argued that a "forceful leader" takes charge, is in control, takes stands and articulates them clearly. Someone has to make the tough calls.
The "enabling leader" empowers staff and substitutes and is able to delegate effectively. He does not just listen to others ideas but is responsive to them creating an understanding and enthusiasm for self development within an organisation.
In franchising, and in many small company environments, this approach is crucial to success of the business. In truth versatility is key. Versatile leaders adjust their behaviours, apply the right approach to the right degree for the circumstances in hand.
Tuesday 12 August 2008
Read the small print
We work closely with some high profile specialist franchise lawyers. When we asked them what was the best bit of free legal advice they could give to franchisees, it was "read the franchise agreement".
One of the experts estimated that only 20% of franchisees read the contract in total before they signed it and a fraction paid for it to be checked by a solicitor first.
It might not be the most exciting bedtime reading, but why not dig out your original agreement and check what you are obliged to do? And, more importantly, what does your franchisor commit to do?
You may find some surprises in the there. Possibly there are marketing or support activities that you had not yet benefitted from. If not, there is no harm in querying these provisions with the head office or your support manager.
Not all the surprises might be pleasant. Have a look for any restrictive or other clauses that might not be so much to your benefit. Better to know about them before you need to, than after!
One of the experts estimated that only 20% of franchisees read the contract in total before they signed it and a fraction paid for it to be checked by a solicitor first.
It might not be the most exciting bedtime reading, but why not dig out your original agreement and check what you are obliged to do? And, more importantly, what does your franchisor commit to do?
You may find some surprises in the there. Possibly there are marketing or support activities that you had not yet benefitted from. If not, there is no harm in querying these provisions with the head office or your support manager.
Not all the surprises might be pleasant. Have a look for any restrictive or other clauses that might not be so much to your benefit. Better to know about them before you need to, than after!
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