Franchise Update Magazine Issue III, 2016 | Page 86

GROWING YOUR SYSTEM

It’s closing time
Stop Selling, Start Bonding
Connecting with today’s buyers

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BY STEVE OLSON

n today’s environment, franchise
buyers continue to require more
from us. And they should! After the
unsettling shock and awe of our Great
Recession, prospective franchisees are
more careful and their expectations noticeably higher. Buyers are more cautious
and security-conscious, seeking investments that provide greater assurances
and a greater comfort level.
Times have changed. When looking
at the past in our rearview mirror, we can
see that franchise recruiters could more
easily capture a prospect’s attention, build
camaraderie, and foster a personable connection with prospective buyers. Our sales
prescription called for a dose of likeability,
stir in some engaging conversations, and
present a nice, pleasant personality. This
approach could make the difference when
leading a financially qualified buyer from
their initial conversation to their program
and FDD reviews, franchisee validation,
discovery day, and closing event.
Today’s prospects are rewired. Our
future franchise owners of 2016 are no
longer wired this way. Instead, “Who are
you, and why should I trust you?” are the
thoughts racing through cautious buying minds. Here are some variations on
this theme:
“You’re a really nice sales person and I
like your pleasant style, but can you back
up your opportunity pitch with facts?”
“What are aspects of your business
that perhaps you aren’t revealing to me?”
“Are you really interested in the welfare and future of my family?”
“Are you giving me the whole picture,
or are you avoiding some tough questions?”
“I understand that no business is problem-free. Can I trust you will share challenges your brand is now facing?”
Building a bond with buyers. In my
interviewing of successful recruitment
pros, they unanimously agreed that getting closer with buyers by developing
bonding relationships is key to successful
recruitment. The formula for execution

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certainly isn’t easy, as it requires discipline,
selflessness, and sincerity. It’s about sharing what is real—and what is not. Are you
willing to be vulnerable? Will you share
and recommend other good brands when
in your heart of hearts you know they are
not the right fit for your program?

Buyers are more
cautious and
security-conscious,
seeking investments
that provide greater
assurances and a
greater comfort
level.
Sales tips from the pros
• Mike Hawkins (vice pres