Franchise Sales Secrets Podcast

In this chapter, I talk about how the franchise discovery process has shifted from the perspective of franchise candidates and franchise developers / brokers and compare the two processes and expectations side by side. I then discuss three reasons why understanding this shift will help you make more franchise sales. I compare and contrast how both parties interact during the Discovery Process and share seven ways that you can counter these shifts and make more franchise sales.

In this chapter, I discuss ten of the best marketing principles and numerous marketing tactics you can use to increase sales and beat your competitors. I discuss how to dominate market squares instead of focusing on individual market pieces or products, nine of the most common marketing mistakes, fourteen distinct marketing strategies you must implement in your franchise, and the value of marketing success that comes from specialization and sacrifice.

In this chapter, I talk about one of the biggest traps that small business owners, emerging franchisors, and beginning franchisees fall into which is that they focus on what is happening to them and external problems in their industry (that they don't have a lot of control over). I discuss five things that you should spend more time on that you can control: productivity, customer satisfaction, profitabilty, quality of experience you provide, and innovation and why your focus in these areas is critical to help you achieve the results you desire.

In this chapter, I discuss seven mistakes that franchisors make and what you can do about them to ensure continual growth and expansion of your franchise. Most people don't like to confront their weaknesses, but simply ignoring them doesn't make them go away. In fact, it often accelerates the problem until the pending crash becomes even greater. If you will take the time to overcome these common mistakes and really take the time to define why you are unique and different, along with utilizing more effective marketing and sales strategies, you will be able to beat your competitors. If you don't, your competitors will and you will be defined by default. Look closely at the systems that make up your business and resolve to fix the leaks and weaknesses that may have sprung up and been exposed with recent shifts in the marketplace.

In Chapter 1 of Franchise Sales Secrets, I share six challenges with franchise pitches, promotions, and presentations and talk about how you can overcome them to flood your calendar with more candidates who are ready to buy your franchise now. I also share five fundamental areas that all franchisors and franchisees should pay attention to if they want to grow their sales.

Over the next several episodes, I will be reading and sharing the contents of my book Franchise Sales Secrets. In this episode, I share the introduction and the self-assessment designed to help you evaluate where you are at as you look to scale and grow your franchise business.