I often get calls from people thinking about buying into a franchise.
They generally want to be persuaded that the franchise is a good one and that they should spend their money buying into the network.
Almost without exception the chief concern is not that the franchise might be a bad one, but their own ability to market the business and then sell the service. ‘I’m not a sales person’ is a line I hear just about every week and if I’m hearing it, franchisors must be, too.
So, is it an issue that a potential franchisee doesn’t see themselves as a sales person?
Well, let’s consider for a second what that person is thinking a sales person is…
The image is of a guy, late thirties, in a pinstriped suit. Fashionable haircut with a blue shirt, white collar, flash cufflinks and, probably, red braces. There might be a little bit of bling, maybe a bracelet or a necklace, too.
(Apologies if I’ve just described you!)
The sales guy is confident to the point of brashness, fluent and full of sh… well, let’s just say he can talk the hind legs off a donkey and then persuade it to go for a walk afterwards! (Thanks to Douglas Adams/Hitchhikers Guide to the Galaxy for that quote!)
In summary – the sales person has a surfeit of personality.
But, let me tell you, having a personality is not a pre-requisite of being a successful sales person. What you need is an effective process…
You see, successful selling is nothing to do with personality; it is all to do with process.
An effective process will allow the least experienced sales person to get from a to b, taking the customer with them. It tells them when to ask questions, when to make a pitch and how to deliver price. It explains how to overcome objections and when to ask for the business.
An effective sales process is as essential for a franchise system and the product or service processes.
So, my advice to prospective franchisees is to ask their franchisor what sales processes and training they will get. The answer will go a long way to helping them decide whether to part with their money.
…and the answer to the question posed as the title of this blog?
Children under the age of thirteen. Their inate selling ability hasn’t been beaten out of them yet!