Here’s what can be done to help more new franchise systems succeed By Joe Mathews and Thomas Scott Talk to any number of franchise brands at the IFA Convention with
Why one metric over all others makes all the difference By Thomas Scott and Joe Mathews Nearly 27 million people used Healthcare.org, the government’s new health insurance exchange website, during
In a franchise investment, the more a franchise candidate can relate a brand’s story to the one they have in their head, the more open they are to having conversations with franchisee recruiters, learning more and eventually making a decision to purchase. The biggest trend for 2014 and beyond is that simply bombarding franchise candidates with ad copy bullet points is a poor way to tap into this hidden desire to relate. Candidates make decisions in “story form” not in “bullet form.” Companies that most effectively articulate a detailed, interesting and helpful brand story will do better at increasing franchise candidate engagement and thus increase the number of franchisees they recruit.
If you aren’t closing leads from portals, it’s time to change your tactics Franchisors have a love-hate relationship with franchise portals. Once the most popular source for franchise leads, portals
How you should prioritize your franchise lead generation spends to find more buyers It’s that dreaded time of year again. It’s time for the franchise sales team to face the
Professional Storytelling provides content that potential franchise leads crave. Quick, close your eyes and try to recall a business mailing, magazine advertisement or online banner ad that you’ve seen in
Economic uncertainty, a stagnant economy and tight credit will create an environment where franchisors are going to rely on same store or same franchisee year-over-year increases rather than opening a significant number of new units to drive royalty revenue north of current levels. 2013 will be another bloody year for those franchisors committed to mediocrity. Only operationally excellent brands with strong franchisee validation will see performance gains.
Companies boasting strong unit economics and solid validation have a story to tell and a willing audience of interested would-be franchisees ready to listen. The trick for 2013 is connecting the two. The way prospective franchisees and franchisors connect will continue to evolve in 2013 according to 7 distinct patterns.
Franchising fights back from recession, but performance gaps keep many companies from expanding By Joe Mathews and [googleplusauthor] “Franchise Sage” Darrell Johnson, CEO of FranData, has played an integral role
Hint: They are starving for specific information – are you satisfying their appetite? by [googleplusauthor] and Joe Mathews On average, how many leads does it really take to sell a