As a Franchise Consultant you probably invest heavily in acquiring leads, particularly from high-priced providers who promise quality candidates for franchising opportunities. You probably also know in advance, if you’re paying $XX per lead, only X% of them will close, translating to an actual cost of $XXXX per closed deal.
At Hello Results we lovingly refer to this as defeatist math. You don’t have to accept that some leads are just “bad” or that the investment in over half of your leads goes directly into the trash.
You can change your results just by changing your follow up processes. Great follow up will do the following:(Spoiler alert, the services Hello Results provides follow these steps)
1. Build Trust Through Consistent Engagement
Premium leads are typically well-qualified, but they still require time and reassurance to feel confident in moving forward. A strong follow-up strategy fosters trust and builds a relationship between the consultant and the lead.
Most leads don’t commit immediately. The ones who do are unicorns. Most leads will have questions, concerns, or require further education about the franchise process. Without regular engagement, even the most qualified leads can lose interest or feel undervalued.
You need to personalize communication for each lead, (or at least make it seem very personalized) by referencing their goals and concerns.
You need to use a combination of touchpoints; email, phone calls, and text messages, and actual meetings to maintain connection.
Consistency in communication demonstrates professionalism and dedication, which can tip the scales in your favor. Ensuring, when that lead is ready *someday, you’re the first person they think to call.
2. Educate Leads to Overcome Hesitations
High-priced leads are often individuals serious about investing in a franchise, but they still may hesitate due to concerns about risk, financing, or the franchisor’s requirements. Effective follow-up is an opportunity to address these fears and provide clarity.
Leads who feel informed and empowered are more likely to take the next step. An uninformed lead, on the other hand, might drop off out of confusion or apprehension.
Use follow-up communications to share tailored resources, such as franchisee success stories, market research, or webinars about the franchise opportunity. Position yourself as a knowledgeable guide who can answer complex questions and remove barriers to entry.
Hello Results sends a monthly newsletter to every lead with helpful articles from trusted sources – helping your leads to learn more about franchising.
3. Time the Follow-Up for Maximum Impact
Not all leads are ready to buy at the same time. Some need nurturing over weeks or months, while others may be on the brink of making a decision. Strategic timing can ensure your efforts aren’t wasted.
Reaching out too soon or too frequently may come off as pushy, while waiting too long risks losing the lead to a competitor. Striking the right balance is essential to closing high-ticket deals.
Hello Results leverages CRM tools to track lead behavior, such as email opens or link clicks, and we use this data to time follow-ups effectively. Automating reminders to check in at key intervals can also keep leads engaged without overwhelming them.
4. Close the Deal with Confidence
The final step in follow-up is transitioning from nurturing to closing. This requires careful timing and confidence in your approach.
Leads won’t close themselves, even if they’re highly interested. The consultant must take the initiative to ask for the sale.
While Hello Results does not “close” your leads for you. We get you to the closing appointment! We also have plenty of resources and advice for you if you need it to help you close your franchise sales.
The right follow-up can make the difference between a missed opportunity and a closed deal and awarded franchise, especially when working with high-value leads. By focusing on consistency, education, timing, and value, franchise consultants can maximize the return on their lead investments and guide more candidates toward realizing their dreams of business ownership. In the competitive world of franchising, follow-up isn’t just a step—it’s the key to success.
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