Developing and defining a solid franchise-marketing program is one of the key elements involved for franchise consultant in a franchise program. Just like finishing a shot by lining up a putt, taking aim and developing a solid marketing program is critical to having a successful franchise launch.
A Franchise consultant who has worked in the franchise sales and franchise marketing functions should be able to develop a good franchise-marketing plan. Franchise consultants need to have lived and breathed franchise sales themselves in developing a true marketing program. The process of marketing and selling a franchise is unique. The process of qualifying and developing franchise candidates is absolutely different from any other marketing and sales process, though purists might say, Sales is Sales.
A realistic, yet defined buyer profile that fits the character and model of someone who could be successful in operating the particular business concept should be first developed by the franchise organization. The franchise buyer profile should be accurate in what is needed to make a successful franchisee and should not be too limiting. This buyer profile should include capital requirements, personalities, demographics, character traits and work experience. The marketing program should honor and respect this buyer profile and remain consistent throughout the execution of the strategic plan, after this profile has been defined. The difficulty always will remain, to emphasize to your franchise sales team to stick to this profiling, which at times will be very disappointing for them, when you reject franchise applications that don?t match the franchise business.
The franchise consultants program should also clearly define a media-buying schedule and provision clearly for a funnel that?s enough to give the franchise sales team, leads that make sense. Again, for different franchise lead generation techniques, there should be a detailed follow up program, which begins with an efficient and effective lead generation and ends in a franchise conversion. A good franchise consultant, who has been involved with the franchise marketplace for some length of time and has a good understanding, will know what activities work and what don?t and will only invest in those franchise lead generation activities that give him the correct profile. While weighing the effectiveness and closing rate of those leads, it is important for franchise consultant to manage the cost of the lead generation and to internally audit which activity has given him the maximum results.
A logical program should have a diverse lead generation plan. This should include Internet lead generation, Print Marketing, mix of trade shows, broker relationships, PR works and other alternatives. One thing is for certain, it requires a plan that can be nimble and adjust when needed as marketing is never precise and is dependent upon several external factors, which could be unforeseen at the beginning, several times. Again, franchise consultant should identify good market opportunities for a new franchise offering and should have experience working in the marketing field to develop the franchisees that tap into these opportunities.
Franchise Consultants generally monitored carefully and benchmark several opportunities against industry standards to confirm that the company estimations were correct. The process also requires reworking and continuous adjustments for proper implementation from location to location. Franchise consultants have to overview and analyze the prospective franchise candidate and they have to be very careful to understand the needs, the financial capital available, if the business offered is viable and if the candidate can make a success of it. They have to be realistic and make quick judgments. For recommending bad prospects to clients just to make a hefty commission for themselves, some franchise brokers get a bad reputation. Try to be honest not to make a profit selling loss making businesses, because, over a period of time, your reputation will suffer and you will not get too many entrepreneurs trusting you.
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