Managing the Lead Part 1: How to Set Your Team Up for Managing Leads

A lead does not equal a closed deal. A franchise can have hundreds of leads, but if the brand is ill-equipped to carry them through the sales funnel properly, the leads will hit a dead end before ever signing a franchise agreement.

That’s why nurturing leads is such a big deal in the sales world and why companies devote a great deal of time and money training their team to manage interest correctly.  

There are many ways to set up a sales team for success. Franchising executives shared some of the tips that work for their system.

Utilize a CRM Platform

“I strongly urge franchisors to have a CRM. There are very robust platforms out there. At Famous Toastery, we use ScreenConnect,” said Michael Mabry, president of the breakfast and brunch franchise. “The CRM keeps the entire organization organized, from the first inquiry all the way up until the day that the franchise is awarded.”

Have Patience with Leads

Investing in a franchise is a major financial decision, so not every lead will be sold on the idea immediately. Some prospects may take a long time to come to a decision, and it takes patience and understanding that everyone’s path and timeline are different. 

“Everyone is different, and everyone moves at a different pace,” Mabry said. “It’s imperative that the sales team knows how to work with the different styles of leads.”

Don’t Hyperfocus on Selling

While a franchise sales team's job is to close deals, Mabry said he urges his team at Famous Toastery to focus on marketing the information rather than the sale itself. Their role is to display the brand’s promise, values and opportunities in the best possible way and then allow the lead to decide with the data they were given. 

“The last thing any franchise development professional wants to do is sell someone a franchise. Rather, they want to make sure that they give folks the appropriate information to make the appropriate business decision,” Mabry explained. “They shepherd a potential franchisee through the process, educate them about the brand and allow them to make a personal discovery on whether it fits. Their job is to shepherd them through that process and to fill in any gaps.”