Your Franchise Lead Generation and Sales Toolbox

In an article published on FranchiseWire, iFranchise Group CEO Mark Siebert discusses the key tools that can be used for effective franchise lead generation and franchise sales.

Siebert discusses the importance of diversifying a franchisor’s lead generation approach, even if the face of having external marketing vendors purporting that their specific tactics are the best options. One way to avoid this too-narrow focus on just one marketing vehicle at a time, says Siebert, is by leveraging the skills of a franchise “generalist,” i.e., a consultant or agency who can help evaluate a variety of options, while taking into account a franchisor’s unique targets and goals, and helping to set an appropriate budget and action plan. 

He also discusses the importance of differentiated messaging, appropriate use of technology, and having a good understanding of the unique dynamics and timing inherent to franchise marketing. He also takes a look at alternatives, beyond lead generation activities, that franchisors can employ for effective franchise sales efforts.

In the end, notes Siebert, franchisors will need to have a fully developed and diversified marketing plan; they will need to leverage technology appropriately; and, ultimately, they must have systems and processes in place to turn candidates into happy, thriving franchisees — which are paramount to the growth of any successful franchise system.