Imagine you are single. You are ready to find your next love, but not sure where to begin.
You come home from work and receive two mailers. Mailer one says: “Come to our event where you will find tons of pretty women who are interested in starting a relationship that could potentially lead to marriage—open invitation. Our events attract hundreds of dudes just like you who are interested in girls ready to date.” Mailer two says: “Come to our event where you will find tons of pretty women who are interested in starting a relationship that could potentially lead to marriage—selective invitation. Our events are very inclusive and success is likely.”
You think for a second. In your life history, you have dated just to date. That was fun. But now, you are interested in a serious relationship—one that leads to the great next stage in life: stability, trust, compromise, kids, homes and happiness.
You, as an average-looking dude, know you will not be the most attractive person there. You certainly have potential, and damnit, you are funny. Do you go to the event that has a ton of competition or do you try to wit your way into the inclusive event?
Which flier do you choose?
If you are smart—both.
But at each event, you have to bring a different self-marketing approach.
At the crowded event, if you wear the same sport coat, flower print dress shirt and dark jeans as every other guy at the event, the chances of you even having the opportunity to showcase your wit will be limited.
At the crowded event, you are going to fish where the fish are biting. Lots of people having similar goals—but if guys outnumber girls, you have to standout and find your points of differentiation.
At the inclusive event, if you don’t have the grit to speak up—proudly and confidently—you may not enjoy the likelihood of success. Instead, you may end up being the exception who walks away empty handed (no phone number, no at bat).
At the inclusive event, the biting fish want to make sure they are getting a great deal—the real deal. They don’t want the BS of “I want a relationship, when you don’t.” They want men who are willing to commit and take the steps toward something bigger. No five-year engagements.
You know you have to come into each event with game. Life, unfortunately, is a game, especially when it comes to sales.
So, you want a multi-unit franchisee. You are attending the Multi-Unit Conference and the various regional franchise expos, but you are not finding your fish. Perhaps it’s time for you to wear flower print pants and a black shirt versus a flower print shirt and dark pants. Perhaps you are not offering the inclusive opportunity. Perhaps you are just showing up but not bringing it.
Perhaps it’s time for you to punt. Take a more radical approach. 7-11 did with their zero franchise fee in undersold markets.
If franchise sales are like dating, you better start looking, playing and talking the part of a hot franchise brand. If not, you will sit on the sidelines and continue to “want” the multi-unit franchisee and not get one.
There are a ton of fishermen wanting the multi-unit guy and not many fish willing to date another fisherman. Better find a way to standout to win.