Generating Sales Leads through Existing Franchisees

BUSINESS BAY, UAE - Oct. 21, 2014 - PRLog -- The latest trend in franchising reveals that more and more investors are the outcome of referrals and word of mouth marketing medium. Referral or franchisee marketing is often touted as the future of franchising lead generation by many franchise experts and other R&D measures.

Franchisors need to acknowledge that candidates already know the difference between authenticity and slick amateurish-pretending-to-be-slick salesmanship. They desire straight feedback about who the franchisor's customers are and why they shop their business. They wish to learn how the business works and what it takes to win before they talk to a franchise sales representative. This is why marketing within your own franchisee network is critical in gaining new potential contacts or investors which can prove to be the most cost effective lead generation tool.

Using what you have at your immediate disposal is always the most efficient and cost effective way of marketing amid an economic downturn.  Contact your franchisees to discuss any possible marketing opportunities that you may have in their respective regions.  This type of marketing can be a sensitive matter as you would need your franchisees’ cooperation and possibly customer lists. Make any campaigns of this nature symbiotic; it is essential to initiate a “win-win” scenario for both the franchisor and the franchisee.

One simple yet effective initiative feasible would be to arrange a marketing plan in which you send postcards or coupons to customers of the franchisee.  Your coupon offering could say “Franchise opportunities in your area” on the back. This type of initiative will not only promote the brand, but will provide customers with motivation and incentive to visit the franchise location as well. You can gain great advertising opportunities by harnessing the popularity and frequency of visitors to your franchise locations.  Again, find “win-win” scenarios for you and your franchisees and work with them to expand your lead generation opportunities.

A secondary benefit of this type of marketing is that you are establishing an “exit plan” for franchise owners. By courting interested parties looking to purchase franchises you are providing opportunities for franchises looking to exit. This also helps create a level of trust between the franchisor and the franchisee. This method of marketing was brought up time and again at IFA this year as one of the first and foremost ways to increase franchise sales.

ABOUT FRANCORP MIDDLE EAST:

Francorp Middle East is the largest franchise consulting firm in the MENA region. Established in 1976 in Chicago, United States, Francorp Middle East provides comprehensive franchise consulting services including but not limited to Franchise Program Development, Strategic Formulation, Legal Services, Franchise Operations Manual, Franchise Marketing and Sales Training, through the seamless and coordinated efforts of an in-house team of expert Franchise Consultants. Over the years, Francorp has assisted more than 14,000 companies plan for expansion, and have developed more than 4000 full franchise programs.

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