Despite the ever-evolving nature of the franchise discovery process, one thing remains consistent: personal connections go the farthest in closing a deal. And while digital marketing takes center stage in many brands' lead generation tactics, broker networks remain an incredibly effective means of connecting with qualified leads.
Seasoned former franchisor and current president and CEO of SMB Franchise Advisors Steve Beagelman dove into why investing in forming strong relationships with broker networks is a critical bit of strategy for franchise brands of all sizes in a recent Forbes column.
Franchise brokers, Beagelman writes, "are facilitators who bridge the gap between franchisors and qualified, interested and serious potential franchisees."
"A franchisor’s goal, ultimately, should be to formulate a strong enough relationship that when a prospect mentions their industry, the consulting broker sends the prospect that franchisor’s opportunity first," he continued. "Doing so is a great way for a franchise brand to get in front of potential franchisees, adding a worthwhile element to a multifaceted lead-generation approach."
Read the full Forbes article here.