Franchise sales to multi-unit qualified area developers is an objective most franchisors want desperately.
Companies write about it in their press releases and in their 10Ks that they plan to grow their brand with these supremely qualified multi-unit operators. And those groups who have proven experience in multi-unit development and operations know they are attractive.
They play hardball.
Often they want to by-pass the franchise sales team altogether and only talk with your CEO.
So how do you prevent these sought after potential multi-unit franchise candidates from keeping you out of the loop?
- Make a deal with your CEO to get those inquiring potential multi-unit franchisees into your process.
- Have your CEO take the incoming calls from potential multi-unit franchisees.
- Give your CEO a roadmap and scripts for these calls so they know the process you'll use to make this type of sale.
- The CEO's single objective is to get the potential multi-unit franchisee back to you.
- Once you have the potential multi-unit franchise candidate talking with you, take control of the sale. You take control by giving it up.
Let the the candidate tell you their -
- Franchising story.
- Vision for their future.
- Process for adding franchise brands to their portfolio.
Convince them you're the person that can get their deal done for them.
Describe the business development path in a way that fits how they make a buying decision.
Yes Qualify them -
- Ask them who else you'll be working with on their team.
- Make sure early on that the territories they want are available.
- Find out how much capital they intend to dedicate to your franchise brand.
- Move them through your franchise sales process.
Never treat them like first time franchise buyer.
More tips and tactics on successfully recruiting these prized qualified multi-unit operators - give me a call.