Paul Pickett Explains How to Get More Deals with Less Leads

As the chief development officer for Wild Birds Unlimited, Paul Pickett knows a thing or two about franchise recruitment.

During the 2016 IFA Convention, Pickett joined in on a panel discussion largely dedicated to learning more about how to generate better leads. It was here that he made a comment defying the myth that more leads equal more deals—his goal was to produce only 20 leads to recruit 20 franchisees. Pickett also said that his lead flow in 2015 was down 16 percent compared to the year before, while, at the same time, his deal flow was up a whopping 50 percent.

This information got people thinking—what did Wild Birds Unlimited do differently? Pickett’s answer was simple: you have to increase the quality and quantity of the content on your website.

Imagine being a franchise candidate. You’re searching through the Internet when you suddenly land on Wild Birds Unlimited’s franchise development website. In that split second, a brand has a short window to prove themselves to this new visitor—is this a credible, money-making business or simply a gimmick?

To quickly resolve that common question, Pickett blasts their key message right at the top of their homepage: “Yeah, People Spend Money on Bird Stuff.” He has the numbers to back that statement up, too. Beneath this sentence, three bold numbers catch the visitor’s eye: 52.8 million people feed birds and watch wildlife in their own backyards; $6.9 billion was spent annually on bird feeding and watching wildlife; and $5 billion is spent annually on bird seed and wildlife food.

Pickett believes that by making that kind of information readily available, he’s earning the right to tell the rest of the Wild Birds Unilmited story—and chances are, people will be eager to listen. As the rest of the brand’s story unfolds—such as the system, its customers, startup costs and financial performance—qualified candidates begin to see how their objectives can be met as a Wild Birds Unlimited franchisee. Pickett believes that by putting as much of this information as possible online, potential franchisees will also enter the process more engaged and more likely to invest.

In the end, it all boils down to being as transparent as possible. Put all of your brand’s information out there, establish trust and give off a good impression. Pickett says to consider your franchise development websites like the executive summary of a business plan. You have one hour or less to make the case for your business. Make sure you can succinctly tell visitors why your brand is unique, profitable, sustainable, necessary and worth investing in. This is how Wild Birds Unlimited generates less leads—meaning fewer people filling out the contact form—but drives deal flow by an additional 50 percent.

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