1851

Rather than dive into data on the sales process this month, I wanted to dial into the process of lead generation, as every franchise wants:&nbsp;<a href="https://1851franchise.com/the-secret-to-landing-thousands-of-franchise-leads-2713277">MORE LEADS</a>.&nbsp;<h2>Process meaning foundational work, versus tactical.</h2>The winning process, as I see it, goes like this:<ol><li>Business Viability</li><li>Storytelling on your four walls, including your website</li><li>Ability to build and sustain buzz</li><li>How you process your candidates and the tools you give them to create a positive decision.</li></ol>BUSINESS VIABILITYUnfortunately, in franchising,&nbsp;<a href="https://1851franchise.com/chapter-2-evaluating-your-business-for-franchising-potential-2722561">business viability</a> is often skipped over. We instead focus on other brand’s mirrors — on industry averages — cost per lead and deal. Ultimately, your data is your data. While you can certainly leverage benchmarking to understand where you stand, your data will be completely influenced by the viability (perceived and reality) of your business.To understand your&nbsp;<a href="https://1851franchise.com/how-franchisors-can-support-their-sales-funnels-during-the-covid-19-disruption-2712724">lead funnel</a>, you first have to evaluate the viability of your business opportunity:<ol><li>What is the cost to open your business?</li><li>What are your AUVs?</li><li>What are first year sales?</li><li>What is the payback period on total investment?</li></ol>STORYTELLING &amp; ABILITY TO BUILD AND SUSTAIN BUZZSymptoms of low lead generation, goes like this:<ol><li>Soft audience focus</li><li>Low traffic</li><li>Low conversions</li></ol>You must have a system that turns traffic into customers (franchisees). This comes from a steady buzz of signings, opening, milestones and business updates. This comes from the first message that the audience sees when they land on your website. This comes from the architecture of problem solving as the user navigates your offering on your site. This comes from the simplicity of the form, and then the friendliness of the sales process.Armed with the right message and process, you then want power. This is where the value of&nbsp;<a href="https://1851franchise.com/how-to-market-your-franchise-opportunity-part-5-franchise-content-marketing-2720113">content and PR</a> starts and where digital amplification escalates the process.CANDIDATE TOOLSWhen someone lands on your website, lead with value (<a href="https://1851franchise.com/how-to-define-your-franchise-positioning-why-you-why-now-2719138">why you/why now</a>) and back it up with educational based content (both on franchising and on your business).<ul><li>Do you have a downloadable brochure that is more than an information guide? Perhaps a workbook to become a franchisee with your brand?</li><li>Are you clearly showing a pathway to solving a pain point of the buyer?</li></ul><h2>I have spoken with many brands in the last few months, thanks to our ‘Meet the Zor’ showcases on YouTube.</h2>Click here to subscribe ? ?&nbsp; <a href="https://www.youtube.com/@1851Franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=coffee-and-analytics-how-to-adjust-your-franchise-lead-generation-process-for-the-rest-of-the-year-2723611" target="_blank" rel="nofollow">https://www.youtube.com/@1851Franchise&nbsp;</a>In these discussions, it has become evident that the marketing tactics are not the issues — rather the positioning, messaging and presentation of the offering. Thus, I would encourage you to spend a little time this month thinking through this, as well as thinking about the adjustment of message come holiday season (family). Use September as a reset month to gear up for a Q4 and Q1 push.Remember, tactics are not the issue, rather the blocking and the tackling.

Coffee and Analytics: How to Adjust Your Franchise Lead Generation Process for the Rest of the Year

1851 Franchise

Instead of focusing on marketing tactics, franchisors need to optimize their brand’s positioning, messaging and presentation in order to reach the right prospects.

coffee-and-analytics-how-to-adjust-your-franchise-lead-generation-process-for-the-rest-of-the-year

Crust Pizza Co.

Crust Pizza Co. - Robin Vieau - Leah Zang - Susan Harte - Women's History Month - 1851 Franchise

Celebrating the Women of Crust Pizza Co. for Women’s History Month

women-of-crust-pizza-co-national-womens-history-month

Onigilly Japanese Kitchen

Onigilly Franchise Costs, Fees, Profits, and Data for 2025

onigilly-franchise-costs-fees-profits-and-data-for-2025

onigilly-japanese-kitchen-food-overhead-shot

How Onigilly Is Bringing Healthy and Convenient Everyday Japanese Meals to the U.S.

how-onigilly-is-bringing-healthy-and-convenient-everyday-japanese-meals-to-the-us

Onigilly: The Low-Cost, Scalable Fast-Casual Concept Bringing Authentic Japanese Onigiri to the U.S.

onigilly-the-low-cost-scalable-fast-casual-concept-bringing-authentic-japanese-onigiri-to-the-us

Right at Home

La Prensa Texas: Eduardo Peñalosa Brings Compassionate Senior Care to San Antonio with Right at Home

la-prensa-texas-eduardo-penalosa-brings-compassionate-senior-care-to-san-antonio-with-right-at-home

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Restaurant Business: How McDonald's Is Restructuring To Compete With Specialized Chains

restaurant-business-how-mcdonalds-is-restructuring-to-compete-with-specialized-chains

Design with hundred dollar bill and orange "recession" banner across the middle

ABC News: Recession Risks Are Rising, Economists Say. Here’s What to Know.

recession-risks-impact-economy-franchise-world

NRA: Restaurants Focus On Enhancing In-Store Experiences To Attract Diners in 2025

nra-restaurants-focus-on-enhancing-in-store-experiences-to-attract-diners-in-2025

The Joint Chiropractic - Dr. Anthony Tran - IFA Franchisee of the Year - 1851 Franchise

The Joint Chiropractic’s Dr. Anthony Tran Named Franchisee of the Year by the IFA

joint-chiropractic-dr-anthony-tran-ifa

TruGolf - Hybrid Golf Franchise - Nexus Golf - 1851 Franchise

TruGolf Links Unveils Revolutionary Hybrid Golf Franchise Concept

trugolf-links-unveils-revolutionary-hybrid-golf-franchise-concept

Top 25 Emerging Restaurant Franchises - 1851 Franchise

Top 25 Emerging Restaurant Concepts to Consider in 2025

top-emerging-restaurant-concepts-to-consider

The Top Quick Service Restaurant Franchises for 2025

the-top-quick-service-restaurant-franchises

The Top 25 Ice Cream and Frozen Dessert Franchises of 2025

the-top-ice-cream-and-frozen-dessert-franchises

Most Profitable Restaurant Franchises To Own in 2025 - 1851 Franchise

The Most Profitable Restaurant Franchises to Own in 2025

most-profitable-restaurant-franchises-to-own

Florida Franchisee Reflects on Success and Growth with Sylvan Learning

florida-franchisee-reflects-on-success-and-growth-with-sylvan-learning

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025 - 1851 Franchise

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025

paris-baguette-ranks-among-top-franchises-on-entrepreneurs-franchise-500-for-2025

Franchisee spotlight featuring Ian and Dick Rydholm with gradient blue background and Sylvan logo

Ian and Dick Rydholm Celebrate 30 Years of Transforming Lives Through Sylvan Learning in El Paso, Texas

ian-and-dick-rydholm-celebrate-30-years-of-transforming-lives-through-sylvan

Domonique Downing - Big Frog Franchise - Fayetteville, GA - 1851 Franchise

Coca-Cola Scientist Finds Path to Autonomy with Big Frog Franchise in Fayetteville, Georgia

big-frog-franchise-fayetteville-georgia

Franchisee spotlight image with Randy and Sandy Craft, Children's Lighthouse logo on blue background

Coffee and Analytics: How to Adjust Your Franchise Lead Generation Process for the Rest of the Year

MORE STORIES LIKE THIS