Show & Tell: How To Nurture Your Franchise Leads Like a Pro

This is a guest blog post by Corey Nicholson, Co-Founder & CEO of Cadence Franchising.

You’ve invested in franchise lead generation, and it’s working. Now what? After filling the top of the funnel, you’ve got to advance the leads through your pipeline. I’ve taken our years of experience working with franchise systems at Cadence Franchising and summarized five things that will help you successfully convert your leads into qualified franchise buyers.

Nurture The Curiosity

Meta and Google ads generate the largest volume of franchise leads today. These sources often generate curiosity rather than purchase intent. Interest gets sparked during the early stages of the buyer’s journey.

People need time to learn and prepare before progressing. Use this time to build confidence in your brand and leadership team. Manage your franchise sales process with smart CRM technology. I recommend Zoho CRM, a world-class software suite trusted by hundreds of franchisors. Eliminate human error by utilizing web forms and email parsers to input lead data.

Achieve ‘speed to lead’ by deploying an automated SMS text message. Then nurture your leads by sending continuous messages written in advance. But don’t neglect the human touch. Make sure someone is responsible for calling your leads. And it shouldn’t be your Founder or CEO. Assign an opener, not a closer.

Be A Storyteller

Send a series of thoughtful stories that tell your leads what they should know about your franchise opportunity. Some people are hoping to own a business for the first time, and others are looking to expand their investment portfolios. No matter what types of aspiring entrepreneurs inquire, tell stories that educate, inspire, and motivate.

Teach them about the support you provide as a franchisor, what it means to be a franchisee, and what’s required to be a part of your system. Excite them about the life-changing possibilities of joining your brand. Encourage them to make the leap towards franchise ownership when the time is right for them.

Offer Clear Calls To Action

CTAs tell your leads what to do next. Without clear direction, people won’t take action. Provide multiple options to advance different lead types, device users, and buyer personas. Not every lead will react to your messages in the same way.

Some of the CTAs you should include are: 1) book a call, 2) join the info session, 3) watch a video, 4) read an article, 5) download the franchising guide, and 6) complete the qualification form.

Always Be Qualifying

Qualifying your potential franchisees begins with your ad copy and doesn’t stop until an agreement is signed. It’s crucial that you identify the right fit to protect your brand and system-wide quality. Do your best to attract franchisees who are aligned and repel those who are not.

Show off your brand’s values. Set realistic expectations about the realities of owning your franchise. Be clear about the financial capabilities. And finally, discuss the skills, experience, and personality requirements for success.

Build Your Personal Brand

Don’t underestimate the importance of building your personal brand. Prospective franchise buyers are preparing to invest a significant portion of their life savings. They are buying into your personal vision as much as your company’s mission.

Your nurturing efforts should build trust in your business model as well as the people behind it. Charismatic leaders with compelling personal stories can be the deciding factor when all other factors appear similar to competing brands. Stay visible on social media by demonstrating your thought-leadership, events you attend in the industry, community involvement, and disruptive vision.

Corey Nicholson is a franchise development strategist, creative storyteller, and marketing technologist. He advises ambitious franchisors on how to nurture their prospective franchisees. He created Cadence Franchising to help great brands create exceptional franchise sales experiences and increase their lead conversions.