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How the Happinest In-House Telesales Center, Dojo, Alleviates the Burden of Selling for Franchisees

Happinest’s in-house sales center promotes faster lead generation, a better customer experience and allows franchise owners to focus on community engagement and ground game.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 11:11AM 09/13/22

Happinest franchise brands franchisees are able to take advantage of an exceptional franchisee support infrastructure. This includes access to Dojo, the company’s telesales center, which is managed in-house at the company’s headquarters in Holmdel, New Jersey, and works with franchisees of Lawn Doctor*, Mosquito Hunters and ecomaids.

“Dojo means a place of enlightenment—those who enter grow through the pursuit of excellence,” said Lora Peretti, the Call Center Manager at Happinest. “I was hired in October of 2018 to build a call center with Happinest, and we’ve been operating since February of 2019. The team has grown considerably since early 2019 and consists of both full-time employees and additional part-time employees depending on the season we are in.”

On a daily basis, Dojo is there to field phone calls and web forms that come in from people who are looking for information about the services offered by Happinest’s brands. The Dojo team is available from 8 a.m. to 7 p.m. during the week, as well as hours on Saturday and Sunday. Unlike other call centers in the franchising space, the Dojo is not merely an answering service and the Dojo is not setting up in-person estimates on behalf of franchisees; the Dojo is an in-house sales center that researches each potential client’s property, gives the potential client an estimate and closes the sale over the phone. Once the client is onboarded, the Dojo team passes the client over to the franchisee in that territory to schedule the first service and continue building a relationship.  

“Our innovative system is built to be able to operate from anywhere, with most Dojo team members working remotely,” said Peretti. “We’ve developed within our software and phone system the ability to determine where each call is coming from and which specific operation the caller is interested in. Through this platform, we can quote pricing that's specific to the individual franchise.”

In addition to helping streamline the customer experience, Dojo offers Happinest franchisees a simplified business model and personalized call center service. While the Happinest centralized media marketing model alleviates  franchisees of the burden of marketing, the Dojo alleviates franchisees of the burden directing and closing sales

“In the spring and summer, the phone is ringing off the hook and we sometimes have up to five people calling to ask about the same franchise operation at the same time,” said Peretti. “Dojo has the team and infrastructure in place to field this volume of calls and speed up the lead generating process, whereas franchisees simply don’t have the bandwidth to personally answer each phone call and spend the time converting it into a sale.”

According to Peretti, the average phone call at the Dojo call center is around eight minutes. Since owners spend most of their time out in the field with clients and executing Ground Game marketing, the Dojo frees up each franchise owner’s schedule to focus on other aspects of the business besides sales, both during the week and on weekends. The call center also has a 24/7 live answering service, so prospective clients can always speak with a human being instead of an answering machine, even if all Dojo agents are occupied. 

“With most brands, a big part of a franchisee’s life is dealing with a variety of marketing vendors, navigating paid postings on social media, SEO, PPC, getting their website up, working directly with media outlets and answering the phone when customers call to ask questions. But with Happinest, it’s a different story,” explained Eric Martin, Senior vice president of franchise development for Happinest brands. “Our franchisees receive new customers and just have to schedule a time to go treat them. The sale is already made. It eliminates a lot of the back-and-forth on the phone.”

Instead of spending all their time on making sales, Happinest franchisees can concentrate on local networking and growing a business with a new base of clients. “We wanted to give our owners the ability to focus on their Ground Game marketing activities and as importantly, customer retention,” said Martin. “We prioritize adding bandwidth for our franchisees so they can optimize their businesses, set proper customer expectations and integrate with their communities. It’s a very different sales model and one that we’re really proud of.”

Since starting last year, Dojo has continued to innovate and develop its telesales platform, including chat and video communications, as well as integrating an automatic scheduling system to respond to leads within a specified period of time.

“The Dojo team works hard to position all Happinest franchisees for success and we are excited to continue growing with the three brands,” said Peretti. “We’ve received a ton of recognition from the marketing and development team and have greatly enjoyed working with everyone. At the end of the day, we love to have fun and bring our family-oriented approach to every call that comes into the center.”

*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.

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