The COVID-19 pandemic has been tough on all businesses, which has caused franchise sales professionals to study how the pandemic has impacted potential franchise owners. According to the Franchise Sales Index, franchisors rely on referrals for lead generation from trusted sources, like a franchise consultant or a friend, more than ever before. Referral marketing can increase franchise sales by 10 percent to 30 percent when done correctly. Working with franchise consultants could be what your business needs to expand in the new year.
The main job of a franchise consultant is to provide prospective franchise owners with expert advice about the correct franchising path. This professional also acts as a broker who connects buyers and sellers of franchises. At the International Franchise Professionals Group (IFPG), those looking to become a franchise consultant are provided with four to six weeks worth of courses that provide them with all the information they will need to pass the Certified Franchise Consultant (CFC) exam, including how to assist with site selection and generate leads.
It can be difficult at times to look for quality leads. An IFPG company, Career Transition Leads (CTL), is a one-stop destination for quality leads and values a franchise consultant’s time by contacting individuals serious about owning a franchise, particularly those leaving Corporate America for something different.
Through CTL, franchise consultants are sold these quality leads in real-time via text and email. Franchise consultants need to be quick to reach out to interested candidates and make inquiries by setting up their CRM to track link clicks and engagement and be proactive in reaching out to leads more engaging with content. In many ways, lead nurturing is as important as lead generation.
The growing trend of relying on referrals from franchise brokers shows the importance of working with them to expand a franchise and find candidates who are serious about franchise ownership. To ensure only the best leads are contacted, a brand has to develop an ideal candidate that they are looking to do business with. For example, if a brand is looking to attract corporate types in their late 40s who enjoy golfing, it should make marketing material that speaks to those individuals.
