There are plenty of steps in a lead’s journey to get from inquiry to conversion, and one of the most critical stops they’ll make is with you during their first call with you. In franchising, this is a fantastic time for you to get to know the prospective business partner, uncover their goals, and provide them with an incredible opportunity to take the next best step in their career.
Integrated Digital Strategies (IDS) is an agency that specializes in digital marketing for franchises. With almost a decade of franchising experience, we’ve come to realize how important it is to make a lasting first impression. Today we would like to share some tips with you on mastering the discovery process and aligning your conversation with your buyer’s needs.
Understand You Personas
There is no such thing as a cookie-cutter approach to communicating with your leads. Franchisees come from all walks of life, from retired veterans to entrepreneurial-minded millennials. Having said that, it’s imperative to assess your leads’ needs and provide them with relevant information. Part of our onboarding strategy at IDS is to develop those personas, walk in that person’s shoes, and pinpoint what questions they will need answered before conversion. AT IDS, these personas will be our roadmap to creating meaningful content that hits home with your ideal investor. Uniquely appealing to each lead by anticipating and addressing their needs and queries through digital marketing for franchises is vital to the process.
Provide Resources and Solutions
Pinpointing and providing relevancy is where hiring a team specializing in digital marketing for franchises like IDS comes in real handy. Your franchise website should be filled with industry and brand-specific content that highlights key differentiators that help your concept stand out along the way. Your digital presence should tell a story, and the main characters of that story should be the personas we mentioned. Your sales team should be equipped with those resources if you’d like to have a consistent and meaningful development process. Here are a few examples of resources that we have created for our clients that will make a lasting impact on your franchise leads:
- A Day in the Life Blogs
- Franchisee Spotlights
- Industry Reports
- A Guide to the Development Process
- Sales Brand Brochures
No Dead Ends
The last thing you want is for your lead to step away from a call without any next steps or a plan of action. Before the conversation comes to a close, they should have a clear understanding of what that next step is if they’re interested in moving forward. This process could be entirely new to the person you’re speaking with, so it’s essential to provide guidance. Once you’ve completed the call and have a clear understanding of their personal pain points or questions, it would be beneficial to reach back out with resources, guides, or testimonials that might help them make a more informed decision down the road.
If you’re interested in learning more about what the IDS team of digital marketers for franchisors has done to bolster our clients’ sales performance, please reach out to a member of our team today.