Our CEO J.J. Sorrenti likens this to a five-legged stoolcustomers,franchisees, employees, stakeholders, andvendors.The second area of focus is helping to lead our systemthrough rapid change. As franchise systems grow over time,they go through different phases of growth. Managing thetransition as we move to the next phase in our growthcreates a big set of opportunities. It is good to have thesepresented because if you're not growing and experiencingnew challenges, you will get passed by.The third challenge I focus on is how to protect and growour brand responsibly while remaining true to thecompany's vision. How we use our signage, market ourbrand, and serve our customers—all of these things are veryimportant as we grow.We have wonderful and dedicated owners who arecommitted to our clients and customers and to positivelyrepresenting the brand. The ultimate test is when someonegoes to a Blue Moon event, whether it is in North Carolina,Illinois, or Florida—they should all have the same shoppingexperience. Having our loyal customers experience thatsame high level of quality at each of our events and tellingtheir friends and family about Blue Moon is part of oursecret sauce.What are the values and qualities that make Blue Moona successful franchisee?We work closely with our successful owners, and it comesdown to a couple of things. It starts with networking andinvolvement in the local community. We found that ourowners spend a large percentage of their time networkingactively and developing relationships in the community.They're out there working it. They have a sustainedmarketing effort that's going on. Because once you build upthat sales funnel and you start building up that network, itallows you to be more selective and to grow quickly. Youdon't have a scarcity mindset where you'll take anything andpray. You're actively out there, developing relationships.And there's an education component to what we do. Noteverybody understands what an estate sale is, so whenyou're talking to a referral source, you've got to educatethem on what we do and how we do it.Next is building the franchisee's teams. Many of the ownersare looking to add team leads or people that can help withevent management, which isn't easy. You need to have theright people and the right culture in your organization.These owners are focused on those kinds of activities.Our owners are passionate about learning, which isimportant in business. It is rewarding to watch theprogression of somebody who came through our trainingand to see what they've learned and applied as they haveworked a wide variety of sales. There is always somethingto learn in this business, and good owners are alwayslooking for ways to try and improve.How do you envision scaling Blue Moon Estate Sales'operations eventually?One of the common misperceptions is that estate sales onlyhappen when there has been a death or divorce. In reality,downsizing is a big part of what we do. Educating thepublic and our referral sources about estate sales, who weare, and how we add value is important.We have invested heavily in training and will continue to doso, to support the growth of our system. Our owners gothrough three weeks of training, and we have developed anextensive LMS that allows them to train their staff. We aremembers of the American Society of Estate Liquidators(ASEL) and adhere to their policies and ethics guidelines.Third, our high-quality events with fresh merchandise andhidden treasures bring in large crowds of loyal customers.There is definitely a Blue Moon Estate Sales culture! This,combined with having a very nicely staged, theprofessional-looking sale makes for an enjoyable shoppingexperience.We will continue to promote this through our marketingefforts, which bring thousands of eyeballs to our salesthrough our website and to our events. Finally, we have aloyalty program for our customers, which is one of thethings that makes us unique in the industry.We have a newsletter that we send to our customers, listingupcoming events and providing estate sale content. Ourcustomers choose to come to our events when they could bedoing anything else and shop. Having these loyal customerscome back time and time again to our events to shop atBlue Moon is a privilege, and we want to thank and rewardthem.October 2022|18|www.insightscare.com
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