With many individuals transitioning from corporate America to entrepreneurial ventures, it is no surprise that new franchised businesses are springing up everywhere. Many franchise owners are attracted to entrepreneurship because they like what the franchise business concept represents. They might choose a concept like Hand and Stone Massage Spa because of their own belief in wellness, or they may choose a concept like Happy Tails Dog Spa because of their affection for animals. But while they come to their role as a believer of the concept they buy into they do not necessarily have the skills they need to sell themselves and their services — the skills that are needed to keep the business alive.
As a former sales executive with a leading franchise company, I saw this phenomenon as an opportunity, and seized it. Now, my role as a franchise business coach enables me to offer the strength of my 16 years of sales experience to my clients.
In doing that work, I’ve recognized that small business owners, among them many franchisees, often do not possess the “selling gene” and are uncomfortable with marketing themselves and their services. The question for me was how to most quickly help franchise owners boost their sales acumen.
Answering this question led me to design a sales process that helps business owners to see clearly what they have to offer and to verbalize the problems that are solved by their product or service. It offers specific advice on how to handle initial inquiry calls and how to create a special connection on each and every one of those calls.
Eventually, that sales process evolved into a book written with franchise owners (franchisees) in mind and for sales professionals who are looking for a fresh approach to selling. Published in October 2007, Stop Selling…Start Clicking! 10 Bold Steps to Boost Your Business Through the Magic of Human Connection, offers a practical approach for negotiating the obstacles that inevitably come up during the sales process, and give franchisees what they need to bring the sale to a close..
Flo Schell, EdM, is former vice president of Franchise Development for Sylvan Learning Systems Inc. and founder of Franchise Coaching Systems. She has also written a book, Stop Selling…Start Clicking!, that explains her successful sales process. To learn more about the services offered by Franchise Coaching Systems, visit FloSchell.com.