FRANCHISE SELLING TIPS: #1
SELLING THE CONCEPT OF "PARTNERING"
You noticed how "big business" is partnering in the? IBM has lots of "partners", Ford has Mazda, GM has Toyota, and Chrysler has Mitsubishi. In this sense, it is an alliance of assets, strengths and resources that made the partnership viable and potentially profitable for both parties. When you take on a new franchise owner, aren't you really partnering? Doesn't it make a lot of sense to really stress this as the emotional basis of the relationship?
SUCCESSFUL "PARTNERING" SELLING
Selling the concept of a "partnership type" relationship requires a finely honed balance of skills usually regarded as "consultative selling" techniques. Here are a few of the basics necessary:
1. KNOWLEDGE: Not just of your product, but of all the competition. Who is your competition? It's not just the other franchises in the same type business as yours, but it is nearly all other franchises that your prospect can afford and might like. Do your homework, there's a lot to learn. Learn the good points and the bad points about all of them.
2. CARING: The easiest way into your prospect's brain is through his or her heart. You've got to get out of your own shoes and into theirs, and genuinely care about their needs. The franchise buying process goes through three stages: First the heart, then the brain, then the heart. Then it's done.
3. SHARING: Have you ever dealt with a prospect in the past that felt the same way this one does now? Share that information with the prospect...use "feel, felt, found" situations from the past that relate to your current prospect. When you "share" information about your franchise, do it in terms of benefits...people don't buy features, they buy "what it will do for them".
4. ASKING QUESTIONS: When you ask questions, ask about needs, wants, desires, goals, and expectations. Ask the prospect to explain further. If you ever get an objection, the first thing to do is ask a question "Can you tell me a little more why this is a concern?", "Can you explain that question a little further?" "Can you be a little clearer on that?" "Can you tell me why you asked that question?" Questioning does three things: It shows you're listening, it shows you care about the prospect, and questioning always keeps you in control. And being in control is vital.
5. LISTENING: You have two ears, and only one mouth. Spend at least twice as much time listening as you do talking. And when you talk, ask questions to uncover needs.
