DIGITAL

Recommendations

Info

FEATURES CRM: Sustainable Growth Tool for Emerging Franchisors and Established Brands Customer relationship tools enable franchisors to better manage relationships with prospective and existing franchisees. BY STAN FRIEDMAN, CFE Fabled football coach Lou Holtz once said: “In this world you’re either growing or you’re dying.” There’s lots of truth to that quote, but I respectfully modify it for franchising to say, “Without sustainable growth, you’re dying.” That goes for both legacy and established brands, as well as for those just emerging. In today’s market, sustainable growth does not just happen; it requires discipline, professional management and systems reliance. Where better to begin introducing those attributes within your franchise company than at the starting line: customer relationship management tools that deliver self-directed and managed experiences for franchise candidates while also providing franchise development teams with reliable ways to track candidates as they embark upon their discovery journeys to learn more about your brands, opportunities and processes. Fact: Google has changed forever the way candidates discover information about franchise opportunities and how they go about doing due diligence on these brands. More, now than ever, high quality, direct candidates self-identify much later in the game, having already done a significant portion of their early-stage learning about your brand independently. With acquisition costs for quality leads as high as they are today, franchisors can ill-afford to allow even one such lead to fall through the cracks. FRANCHISORS NO LONGER DICTATE DISCOVERY Gone too are the days when franchisors could unilaterally dictate how candidates manage their discovery processes, much less fully control a candidate’s learning experience. Smart franchisors know that they still need some type of guard rails around their processes, while providing candidates the freedoms they expect, in terms of learning about their opportunities. Those same franchisors realize too that while these candidates are moving around with more self-directed discovery, franchise sales teams must still be able to properly track and guide candidates through the funnel consistently and properly. Franchise CRM technology makes all of this possible and also enables franchisors to rest assured that candidates are receiving the right information at the appropriate stages of the process and that franchise development directors are actually spending face and phone time with those candidates that are most likely to continue moving forward, as opposed to wasting time with those least likely to proceed. No matter the source of your leads, it is essential that you have the tools in place to assure that your development teams execute well. That all-important “speed to lead” is something that far too few really excel at. Yet it is easily accomplished with CRM and is a must if you hope to convert inquiries into engaged candidates. Franchisors must still find ways to assure consistency in the management of their processes and that their development teams, much less their candidates, remain on task. Candidates today are not just looking at you. They are often juggling communications and materials from multiple brands, all at the same time. Those franchisors who are communicating with candidates and managing these relationships utilizing professional tools like CRM can rest (Continued on page 28) 26 FRANCHISING WORLD NOVEMBER 2015
FOCUS ON GROWING YOUR BUSINESS WITH OUR PARTNERSHIP Quatrro delivers Business Support Services for Small and Medium Businesses Portfolio of Services Accounting | HR | Payroll | Technical Support Credit Services | Merchant Services | Admin Support Business Support Services Contact : Kane.Polakoff@Quatrro.com | Phone: 248-707-0375 | www.QuatrroFPO.com
Page 1 and 2: ANNUAL MEETING IFA’S WASHINGTON,
Page 3 and 4: The Right Things Everywhere Visit i
Page 5 and 6: ANNUAL MEETING IFA’S WASHINGTON,
Page 7 and 8: #hellowork Running a franchise is e
Page 9 and 10: ADVOCACY IN ACTION Business Owners
Page 11 and 12: Will Your Brand Be Next?
Page 13 and 14: Servant Systems delivers franchise
Page 15 and 16: Given Cuomo’s longstanding close
Page 17 and 18: Don’t Reinvent the Wheel U
Page 19 and 20: GUIDING FRANCHISES TO BRAND EXCELLE
Page 21 and 22: FROM THE PEOPLE WHO BROUGHT YOU TUR
Page 23 and 24: the franchisee. These days most fra
Page 25 and 26: it to connect with peers. Therefore
Page 27: WE SERVE IT LIKE YOU SERVE IT. Fina
Page 32 and 33: FEATURES What You Need to Know Abou
Page 34: (Continued on page 30) Walk before
Page 38: (Continued from page 34) to 60 days
Page 41 and 42: 3 4 5 6 7 Top row, page 38 (from le
Page 43 and 44: 1 2 IFA presented the FranPAC MVP a
Page 45 and 46: IFA Members Chronicle Visit to Capi
Page 47 and 48: COMMUNITY SERVICE Foundation Recogn
Page 49 and 50: Join the Leading Custom Image Appar
Page 52 and 53: (Continued from page 48) Animals ar
Page 54 and 55: FINANCE Tips for Preventing Credit
Page 56 and 57: FINANCE 5 Key Lessons to an Effecti
Page 58 and 59: (Continued from page 54) 2. MEET TH
Page 60 and 61: INTERNATIONAL International Franchi
Page 62 and 63: (Continued from page 58) “We have
Page 64 and 65: EDUCATION CHILDREN’S SERVICES Fra
Page 66 and 67: MAKE YOUR PLANS NOW FOR THE HENRY B
Page 68 and 69: MANAGEMENT & OPERATIONS LAUNCHING A
Page 70 and 71: HONORING AMERICA’S HEROES Veteran
Page 72 and 73: MULTI-UNIT FRANCHISE INNOVATORS Fra
Page 74 and 75: 72 FRANCHISING WORLD NOVEMBER 2015

DIGITAL

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?