December 2018 Archives

I'm all for these emails.  Communication is two way.  Without a response the receiver is showing disrespect.  The sender here is clearly calling them out.  It may upset the receiver, though hopefully help them understand that other people's time is just as valuable as theirs.  hashtagmakeadecision  hashtagthisisbusinessnotkindergarten  hashtagrespectinareply  hashtagnocryinginbusiness

I get the point. He wants to clear his pipeline of a tyre kicker. It lacks a certain nurturing quality and takes no account of whether the other person has had some emergency. That said, did this Franchisor agree a clear, future next step? If not, you can't blame a prospect for doing something to you that you never said he could not do

Michael (Mike) Webster aha. In that case I take it back. He's using a good technique badly. The push away needs to be done nurturingly not with a sense of entitlement

Joe, I think this is  a great example of a  valid idea with horrible execution. Obviously this "VP of franchise sales" doesn't want to spend their time calling someone who is never going to respond. Let's face it, we would all rather get a no than an answering machine indefinitely. After my second or third attempt to contact people I often included in my voice mail that I understand that life sometimes gets busy  and they may want to put our process on hold, and I also encourage them to text message me if they are not wanting to follow up right away.Almost all the texts I get from prospects that I haven't already spoken to are "not interested", but it gets them out of my way and saves them the frustration of relentless followup. And this is why our job isn't easy, and not for everyone (or even most people). An almost identical idea expressed slightly differently can be the difference between a respectful offer and expression of empathy,  and a rude demand for attention. The very last thing you say in your comment is so key! You can't be in franchise development and be a keyboard warrior. Nobody owes you anything just because they clicked the link on your website! Good post and thanks for the invitation to comment!

An email or letter of this type is not a productive way to build your pipeline!  It is also a sure way to guarantee you will not get a referral from this person.  You never know what is going on in someone's life.  They may be very interested but a life incident got in the way of being responsive.  Don't burn bridges.  You never know, they may be a sale next year!

Very good graphic Joe--shows the uttter BS in some systems.

Valuable lessons: The way franchise sales are conducted tells prospects how the company respects their franchisees.

I couldn't agree more John, my thoughts exactly. If you do things right, you may not only gain 1 but potentially more franchisees by doing the right thing. As they say it's not what you know but who they know and this person may be the person may be the person doing the research for others in the same position and may just be busy during this period. (edited)

It's not clear to me that this individual has done anything to earn a response.  Certainly, this email does nothing to provoke interest or a response. Probably one of the very worst I've seen--and I've seen far too many.

When you're not willing to put in the effort to connect and build a relationship that lack of effort shows through clearly in a feeble attempt like this. End result is you never connect. That is a sorry attempt, hard to believe salespeople actually do that

Pete - how do you know that the sender of that email had not put forth a great deal of effort, prior to sending it?

Ron Silberstein CPA CFE easy answer. Because he hasn't put forth the effort to craft an effective email in the first place. Break down that email, first he says I've tried to reach you and want to send you more information- then send it so you drive his interest. 2nd he says I need to determine if you're a qualified candidate - why is it about the sender instead of trying to engage the candidate about why they inquired in the 1st place. 3rd is he applies an arbitrary deadline of tomorrow. I've had many candidates that were hard to reach because they were on vacation, a work trip, had a family emergency, etc . That ended up buying after a slow start. How does he know that his arbitrary, 1 day deadline fits for the candidate? Bottom line is that is a poorly executed attempt no matter how you look at it

At some point you have to conclude the conversation and move on.  It's always a difficult situation, but needs to be done.  We have issues in our industry where people will inquire about coverage changes and never respond after we provide the info.  Do they assume we placed the coverage for them?  I don't know.  The only way to be sure is to be sure, and to do that requires a note telling them that you are no longer working on their (insert opportunity) and closing your file.  Could it be worded more softly?  Sure, but the message needs to be firm and leave no confusion.  (edited)

How about, "Dear John, Thank you for expressing interest in being a franchisee with XYZ company. I have made a couple of attempts to follow with you but it would seem from your lack of response that this may be a bad time. I am open to meeting with you to discuss your goals for franchising at any time. Please feel free to contact me by phone or email should you decide you are ready to take the next step." In other words, the ball is in your court now. If I don't hear from you I will interpret that as lack of interest and move on. There is NEVER a need to be rude in written communication.

I've worked both in franchise lead generation marketing and franchise sales. Volume of leads by brand are determined by size of the franchise system sadly to include brand awareness and careful crafting of marketing:). It's all about ROI and the conversion rates of such leads. Who uses FranConnect in Canada 馃嚚馃嚘 ? I'm currently designing keep in touch workflows for a client to ensure we touch all leads /level of urgency with carefully crafted converting emails/messages to avoid this stuff! (edited)

Not the best tact.  There is a way to request the favor of communicating without threats.  That does nothing do develop rapport or make them comfortable.  

I think they need to hire a copywriter. I know of a very good one. We're on a same-name basis.

There is a sales technique taught by Sandler Sales Training that embraces the "destroy your file" threats. It wouldn't work for me.

Contact is someone who has accepted a connection and/or is engaging on social Lead is someone who is curious about your products or services Prospect has been qualified and is actively sharing their challenges and looking for a solution Opportunity is when we send a proposal Client - well - contract signed and check is in the mail!

Wow! I have received 2 emails like this within the past 2months. Not an appropriate way to contact professionals. I did however reach out letting them know I wasn't interested.

馃槀馃槀 this is.... wow....

Funny how you can look at this. I become very frustrated with "tyre kickers" who can waste a lot of your time and resources. Sometimes you need to call a spade a spade - not a short handled shovel (old saying). My guess is this about the 10th in a long line of emails trying to open the dialogue. Pity the other party did not have the common courtesy to just say "Thanks - but no thanks" much earlier.

I agree with your observation, however, a polite and cleverly written email could have conveyed a similar sentiment and left the door open to work together in the future.... and maybe even stirred a response update. The abruptness likely severs that potential. If I were a franchisee prospect, I would feel that franchisor is now crossed off my list. I don't excuse the lack of professional courtesy of a reply, however, one never knows what the other party is going through.

Hi Sarah,  I do agree with your comments. You do know however I am a big one on Business Etiquette (I think you may have printed a couple of articles along these lines for me). Anyway, irrespective of which side of the fence you are (franchisee , franchisor, consultant or otherwise in business in general), I agree it should not have to get to this. I recently had to get to the stage (after legal actions which we won) of forcing a former client with facing personal bankrupcy, purely because they were so arrogant and disrespectful in ever acknowledging any email, letters, phone calls, court orders etc. Normally I would have settled, but I took the attitude it was time to teach someone a lesson purely, because of a total lack of Business Etiquette.

There are 2 sides to the story, not saying that this is a good way to communicate but theoretically when we lock up a territory for a potential franchisee we need to close within a reasonable time period.   The better way would have been something like (making this up a I go along so no snarky comments please)  "We are reopening the territory,  if you would like to reconnect with us at any time, we would be happy to talk.  We wish you continued success in you endeavors.   With your permission we will keep in touch with you.  It was a pleasure meeting you........"

Joe, I have used an email like below with very good success. It allows the potential candidate to opt out by responding. This let's you continue to communicate with them. The other option closes the door on any future contacts and they don't have to do anything for that to happen. It was great meeting you at the Franchise Show! We have been trying to contact you. My name is Dave Gould Vice President of Franchise Development with xxxx and we assist xxxx with franchise development. Thank you for stopping by the xxxx booth at the Franchise Show. We hope you found it interesting and wanted to reach out to you directly as we mentioned at the show to provide a bit more information on the xxxx franchise opportunity. To date we have been unable to contact you. We don't want to be a pest, but we do want to provide you with all the information you need to make a qualified decision if this is a franchise model that can work for you. Please let us know if you do or don't want to learn more. xxxx is a very unique and low cost franchise with a total initial investment of between $xx,xx and $xx,xxx, which includes the Equipment , Franchise Fee, Working Capital and more. xxxx currently has xx+ operating xxxx franchise markets and we are excited about expanding the xxxx franchise in markets across the United States. I would like to invite you to learn more with a brief call to give you some of the who, what, where, why, when, how and how much's of the xxxx franchise. Please reply and let me know a good time and day I can reach out to you. I look forward to speaking with you in the next couple days. In the meantime, if you would like to learn more about the xxxx opportunity, I'd like to extend an invitation to visit our xxxx franchise opportunity page we've set up. On behalf of xxxx Franchising Group, David Gould Vice President of Development xxx-xxx-xxxx [email protected]

Frustration can get to any of us. I have found that if this email is the message I feel like sending to someone, it's time to take a walk, go for a bike ride, play with my dogs or go work out-essentially disengage, decompress, reset and re-engage.

I bet I know who wrote this message . . .

But when you have to pour through hundreds of cheap, bad leads every month, this is what your salespeople end up doing. It's quality over quantity when it comes to leads.

Hi Micah Carver, quality of leads is dependant on the quality of marketing, if you're getting hundreds of leads every month then the marketing is doing the job, you just need to tweak the advert and reassess the advertising medium the to help qualify the leads further to improve the quality. I've done this many times with our Franchisor clients in Australia, so hopefully my article and my below on reactive vs proactive marketing for franchise sales helps qualify the medium and maximise it, hope it helps. As you said good quality leads are essential a large quantum of bad leads just frustrates everyone. (edited)

It needs to be about building the relationship, always leave the door open. If it isn't the franchise they come back to it'll be the relationship you sell them on. People don't buy what you do, they buy what you believe (Simon Sinek). I never once sold a franchise in my years in the industry. I sold myself. (edited)

I like to call this sales prevention. Each and every process needs measurement within any company, no matter what. This includes sales and marketing. It can identify improvement areas like you point out and missed emails, calls, etc. You would be surprised by what we see in terms of missed sales opportunities because of unanswered inquiries of all kinds. Sales training should also be ongoing, especially in the social media world in which we all live! 

I have a question about this 10 step e-mail trail which people are talking about. At any stage has anyone talked to the person during these steps, or is it the situation that after the person has sent through an enquiry/ made a phone call, that the franchisee recruitment people haven't been able to contact them since then?

What screams from this message is possibly leaving the templates folder to the sales team only or mainly without much input or assistance from other departments, like Marketing to help wordsmith. Having the opportunity to craft messages that will enhance a candidates true desire and attempt to share information will alway go a long way. You really never know what's on the other side of the request. I sincerely believe most inquiries have a hope or dream and maybe not a pathway to truly being in a position to afford. When these templates were-written, many times 10+years ago when times were very different and words changed ever so slightly, that's what I see in a message like this. Back in the day, I think a lot of people were using emails or letters like this to invoke a response of "I am interested" and having some sort of back ended or handed way of getting engagement. I do agree, these do not work and probably cause the opposite response but again it shows possibly the lack of support within an organization to assist with well written templates to aid in calling, email campaigns and texts. There are many versions out there being used today by many. Unfortunate for sure, but true reality.

So many franchise sales people spend so much time chasing leads that will never ever buy a franchise; they just don't know any better. Nowadays it doesn't work to try to guilt someone into talking to you. ... poor franchise sales skills and lack of intense training to help improve those skills is why the folks at the IFA Foundation urged The Titus Center for Franchising to organize the Selling Franchises Bootcamp and offer 300 CFE credits. Whoever wrote the letter above would learn a great deal at this Bootcamp. Details at www.pba.edu/Franchisecamp.