Are You a Franchise Seller?

On the surface, it doesn’t appear to be too difficult to determine whether or not one is a franchise seller. Yet, I hear time and time again the same rationalization and justification as to why a person feels they are not a franchise seller. I hear about trading off the candidate prior to the sale, only qualifying the candidate until the franchise salesperson actually talks turkey with the candidate, and just recently, I was told, about presenting the candidate with three options but the candidate is not sold anything. Does anyone REALLY believe this crap?

So, to eliminate the confusion as to what being a franchise seller entails, I refer back to The Franchise Seller’s Handbook by Warren Lee Lewis. Here’s what Warren has written in this fine publication, right in the first section, Introduction: Making Legal Franchise Sales

A Franchise Seller

If you are an officer, employee, representative or broker involved in the offer or sales of franchises, you are a “franchise seller.” As a franchise seller, you can use [the handbook] to help you make legal sales.

Your involvement in the offer or sale of franchises may be obvious, such as if you are a salesperson actively pursuing franchise prospects for a franchisor, are signing agreements with new franchisees, or are accepting payments from new franchisees. Or, your involvement may be less obvious, such as if you are participating as a finder or consultant in discussions with prospects about their business interests, pre-screening prospects through questionnaires, recommending franchise options, or assisting prospects in completing franchise application forms. In either case, you are involved in the offer and sale of franchises, making you a franchise seller.

Still confused? Well, I highly recommend you print a copy of The Franchise Seller’s Handbook by clicking HERE. And, be sure to read it sooner, rather than later. If you’d like a hard copy, just let me know and I’ll be sure to get you one. Of course, as supplies last!

This post was originally published on this site July 2010, but still relevant today with minor revisions made to the original post.

Technology As The New Norm – Are We There Yet?

As we wind down the year, it’s essential we look forward to the New Year and establish goals and objectives. But, too often we don’t take into consideration how we’re going to achieve those goals and objectives… understanding what’s involved, doing the necessary prep work, learning about technology that will help, etc.

As the world rapidly moves towards “everything digital” it is vitally important, and absolutely essential we stay on top of technology. This cannot be stressed enough! It is reality and is paramount to any type of business success. The key is not to look at this from a negative perspective. Instead, embrace it for what it is, and for what it can do to help grow your business. Technology is not the enemy. It truly is your friend and one that can help you in more ways than you could ever imagine.

Imagine doing business today without computers? Without the internet?

Many business owners in the late ’80′s were reluctant to embrace computers and many thought the internet was a fad and would wither away. Many of today’s business owners have the same thoughts about social media and digital technology. Heck, many are still complaining about Web 2.0, when Web 3.0 is already here!

I guess the most important thing to realize, and probably quite different than looking back at technological advances in the ’80′s and ’90′s is the fact that today’s consumer has embraced technology and has incorporated it into their daily routine. Of course, let’s not lose sight of the younger generations that utilize technology because, quite frankly, they don’t really know any other way of doing things. It’s the norm to them. Actually, many in the younger generations don’t even look at it as technology!

So, back to today’s consumer… As they have embraced technology at a quicker pace than in the past, they demand, correction, expect, brands to have embraced it as well. They also expect brands to be ahead of the curve, and at the very least, ahead of where they are as consumers using technology. I guess a key question to ask at this time is, “At what point does today’s and tomorrow’s consumer meld together and eliminate the transition stage?” I ask that because the transition stage is today’s business owner’s comfort zone. It’s the comfort zone relied upon that minimizes the sense of urgency to embrace technology. It’s the comfort zone that has many business owners stating, “I have time. I’ll check it out next year.” or, “Our customers are older. They don’t use this new stuff. I’ll worry about it when I have to.”

Understand, today’s consumer, regardless of age, has embraced, or at the very least, accepted technology. Their expectations are growing by the minute, and most have ventured far beyond their own comfort zones. Add to this the influence of younger generations that in the past would have been considered to be bringing up the rear, that are now pushing forward, and pushing hard. Before you know it, the transition stage, the comfort zone, will be gone, and business owners that have not embraced and accepted technology will not survive.

Here’s the link to a great article about today’s most popular social networks and who is on them. It’s really a very enlightening article. I highly recommend reading this article and taking a few moments to click on the links to some of the supporting materials.

“Localization and Social Media” – from Retail Franchise Industry Report 2012

The following is from the Localization and Social Media section of the recently released Retail Franchise Industry Report 2012 as shared by Franchise Direct. We’re excited to see franchisEssentials President & CEO, Paul Segreto, quoted in this section of the report…

Localization and Social Media

“People want to do business with people. They buy from people. Sure, the brand may get them in the door, but it’s the person representing the brand that they want to do business with,” says franchising expert Paul Segreto. “So, as consumers technologically advance it’s not uncommon for them to check out the local franchisee’s Facebook page or LinkedIn profile, perform a Google search of the franchisee, etc.”

In fact, findings from the 2012 Customer Insights Survey showed roughly three of every four consumers use Facebook to make retail (or restaurant) decisions. With more choices in the marketplace than ever before, it’s important for franchises to go beyond the price and quality of the products being sold and reach out to consumers where they are. Because of this, franchises are well served by letting franchisees foster relationships within their local communities that could lead to brand loyalty. Increasingly, this is being done through social media.

Whether is with Facebook, Twitter, Pinterest, Yelp or any other site, engaging customers and informing them about the choices they have in their backyard is always a good move. Relating the flow of money to the human body, David Boyle, researcher at The New Economics Foundation said in a Time Magazine interview, “Money is like blood. It needs to keep moving around to keep the economy going. [When spent in non-locally owned entities] it flows out, like a wound.”⁷

A franchise with a good advertising and marketing strategy that includes attention to local initiatives is very valuable to franchisees because no two markets are alike. As such, the advertising and marketing for different markets should be similar for brand continuity, but not exactly the same. Furthermore, many consumers find products and services by performing local searches, not searching out the corporate website first. Cultivating local media with tailored messages for specific areas is important to make a franchisee’s services relevant to that area’s consumers.

According to Segreto, “franchisors should not take a rigid approach with respect to messaging and social involvement. New media is all about interaction and engagement, and as such, requires a ‘personal’ touch at the local level.” One franchise system that has adopted the personal, localized social media and website concept is Apricot Lane Boutique. Each Apricot Lane franchisee is provided social networking set-up programs (including support and content for a Facebook page for their store, as well as Twitter and Pinterest). Franchisees also have their own customized website for their store.

Localized social media efforts can translate from friend to friend resulting in the word-of-mouth recommendations businesses of all types crave. One emerging way of rewarding local patrons through social media is offered by Foursquare. Foursquare recently launched a “local updates” tool geared towards letting businesses send messages about specials and events to customers wherever they happen to be at the time. The specials and events aim to capitalize on word-of-mouth advertising from those who buy from their store and take actions that advertise that store to their circle of contacts.

Read the complete Retail Franchise Industry Report 2012

Effectively Using Linkedin

As social media continues to gain steam and obviously is not going away, more and more people are looking to participate. Unfortunately, many are intimidated and quickly give up. I routinely work with individuals, in both personal and business settings, explore and understand social media and its benefits. I have found simplicity is key in getting started.

I would like to share my response to a question previously posted on Linkedin, “If there was one piece of advice you would give someone who was new to Linkedin or had not really been effective at using it. What would you tell them or show them?”

The most important piece of advice I would share is defined in my own “Triple P Tripod” plan. A tripod as everyone knows, stands on three legs. If one leg isn’t as strong as the others, is different in length, or is missing altogether, the tripod falls. At best, it precariously stands when leaned against the wall only to fall at the slightest movement. The triple “P” refers to three action words, Personalization, Participation, and Patience.

Personalization – Just as when you enter a room full of people, it’s your personality and how you handle yourself that gets you noticed. On Linkedin, the same holds true. Starting with your profile, make sure it reflects you as you want to be perceived.

Misspelling and poor grammar are akin to an open fly or a skirt tucked in pantyhose at an in-person event. Yes, you’ll be remembered, but for the wrong reasons. Enter discussion groups with grace. In other words, without being obnoxious or obtrusive. Develop your own style, your own points of view. Just as when you leave an in-person event and thank your host and say adieu to the people you have been conversing with, also thank individuals that took the time to answer the questions you posted in a LinkedIn group. Keep in mind, as in anything that is written, your words will last forever as they become your personal stamp.

Participation – It’s important to participate in various groups on Linkedin. Be proactive in groups you’re directly interested in as well as “collateral” groups that touch on your areas of interest. For instance, if you’re interest is in franchising, you would most likely join several franchise groups. Now, look at entrepreneur, small business and marketing groups.

When posting a question in one group, post it in the others to gain a different perspective. For example, the question, “How would you define franchising?” is answered much differently in a franchise forum than in an entrepreneur forum. Certainly, much different in a marketing or sales forum.

At first, I would recommend responding to posts to get a feel for how it’s done and more importantly, a feel for the group. It’s always best to test the waters with your toe than it is to just jump right in. Yes, there may be sharks in the Linkedin waters and they’ll attack at the first sign of weakness.

Next, post simple discussions and remember to respond to and thank each person that has taken the time to participate in “your” discussion. As you’re comfortable, start your own group. If you’re very interested in a particular group and are unhappy with participation or feel membership is lacking, contact the group owner and offer to to help recruit members as a manager of the group.

Patience – At first, a newcomer to Linkedin will feel overwhelmed. Actually, that may be putting it mildly especially if you’re less than experienced in social networking, or texting and sending instant messages by phone. Take a deep breath and understand this is not rocket science. Take it one step at a time.

Preview the Linkedin Learning Center and refer to it again and again. Use the Help section. Search online for articles and tips on using Linkedin. Explore all aspects of Linkedin as a kid in a candy store. You’ll find things you never knew existed about Linkedin that can help you achieve your objectives. After considerable time working with Linkedin, I’m still amazed when I discover something new, either by accident or by learning from others.

To this day, I’m excited by signing in to Linkedin and exploring new groups, uncovering new opportunities, seeing who responded to my last post and who commented on my last response, and most importantly, meeting new people and developing online relationships that over time turn into rewarding personal relationships. I’ve actually connected with one of my boyhood heroes, a former ballplayer turned marketing executive, on Linkedin, that I now communicate with on a regular basis!

Happy networking!

Effectively Using Linkedin was originally posted on the franchisEssentials site November 2009.

Franchisees Using Social Media… Of Course!

This morning I had the distinct pleasure of being interviewed on Tweet Chat by Jennifer MacDonald, Director of Community and Client Engagement at Engage121. The topic of discussion was Franchising and Social Media, a topic very close and dear to my heart.

Starting off the discussion, Jennifer asked me, “Why should I let my franchisees use Social Media?” to which I responded, “Today’s consumer is more sophisticated and technologically advanced than ever before, and expect brands to be online!” and followed up with, “Franchisees need to be on social media to provide the “local” experience for consumers.” The discussion may be viewed on Twitter by searching the hashtag #IFA2012.

But if you really want (need) a more comprehensive answer to the question, I suggest reading Jennifer’s post, Why should I let my franchisees use Social Media, posted today on Engage121 blog. Here’s an excerpt of the post…

Why wouldn’t you? I’m going to guess that your first thought is brand management. That is understandable. But, you let your franchisees market their business now and you have brand guidelines for them to follow. You provide training when they first join your franchise network, and maybe you show them how to use your email marketing system. Why not add a little training about using Facebook for business as well?

If you don’t have the manpower for training, then make sure to add some guidelines to your brand policy. Point your franchisees in the right direction for support, such as Facebook’s Help Center or Twitter’s support center. List a few good blogs for them to follow in order to learn Best Practices, such as Spin Sucks, SmartBrief on Social Media, and Mashable.

Read the complete post here.

About Engage121

For more than 10 years, Engage121, Inc has provided communications software and services to hundreds of national franchisors, dealerships and direct sellers. We sell software applications on a subscription basis to marketing and customer service leaders who need to manage their communities. Simply put, Engage121 is an established social CRM software company. Engage121 drives demand and incremental revenues for customers by providing access to millions of engaged consumers. We have a client-driven development approach to adapt our platform to your business and customer relationships today and tomorrow. Customer satisfaction is our top priority.