In this Franchise Times article, iFranchise Group CEO Mark Siebert explains the pros and cons of working with franchise brokers as part of your overall marketing strategy. He tells you why brokers, or consultants as they like to call themselves, should never be a franchisor’s exclusive franchise marketing strategy, but adds that on the flipside they may provide an entirely new lead flow that will freshen up any marketing plan. It takes just the right mix of ingredients for a perfect recipe.
Franchise brokerage networks today, by some estimates, account for more than ten percent (10%) of franchise sales, depending on the industry or individual brand. A good marketing strategy is made up of many ingredients. With an overwhelming amount of franchising information online for candidates to make their way through, increasingly, brokers are being relied upon to help people navigate their way through the complex world of franchising. The real question, however, is when are their too many cooks in the kitchen? Siebert takes you through the steps to “broaden the menu” as you take your concept to market.