The secrets to running a successful franchise sales team

The secrets to running a successful franchise sales team

To achieve the success that lasts, your salespeople must work as a team, says Jeff Todd, Director of Meineke Resale

A month of stratospheric sales numbers is an incredible achievement for a salesperson. But the ability to transform one-time sales numbers into a long-term trend, and better yet, consistent year-over-year growth, is the key to a successful franchise sales team.

Every team wants consistent, predictable sales numbers, but it’s not always going to be the reality. Instead, your team can develop strategies with consistency as the goal, rather than incremental high totals. Establishing this infrastructure for consistency will allow you to predict and adapt each month to even out sales throughout the year.

Respect the realities of the calendar

Look back at your transactions year over year, and over several years, and honestly analyze what you see. Look at where you needed to spend the money in the past, and when it was too late to recover. For example, if you’re behind on your targets, there’s less benefit to spend that money in November and December. If you’re not on track to hit your budget or a little ahead by October, you’re not going to hit it by the end of the year. February will always be a more difficult month due to many deal closings occurring at the end of December/beginning of January due to tax implications. Some of these trends bear out year over year, depending on the industry. Anticipating the natural rhythms of the sales cycle can help prepare your team to strategize and course-correct throughout the year.

Build relationships to build sales

How we do business in franchising is based on relationships. I would encourage sales teams to see themselves as relationship managers, not just transactions managers. I coach my team to sell our franchise opportunity by making sure we are working together to nurture every relationship with franchise candidates, from first contact through to signing the first deal. With franchisees, our team builds positive, supportive relationships from the beginning, so they want to grow and we can depend on them to expand within our system. While the feasibility varies by franchisor, I recommend whenever possible that a sales team stays in contact with franchise owners from start to finish. As a result, we often see our existing owners grow more.

Don’t be afraid to resurrect “dead” leads

When sales slow down, remember to look to resources that already exist – your old, or “dead” leads. Work through your lead list on a market-specific basis, and increase focus on those inactive leads through geo-targeted digital advertising or increased content marketing, or any additional tactics that might pique the interest of leads that have previously gone cold. Keep organized, and make sure you’ve set yourself and your team up to mine leads effectively and keep them engaged, and to reach out to them in the future during slower periods.

Buy your way out (but don’t make a habit of it)

This is not a viable tactic for every sales team, and it is definitely not a sustainable long-term strategy for any team. Nevertheless, a short-term budget infusion can rejuvenate marketing tactics. One way to prepare for this method is to keep a reserve of cash expressly for this purpose, in case the need arises. This reserve can cover tactics such as in-market discovery days to meet candidates face-to-face, additional email blasts or expanded social media advertising or digital targeting. Doubling down on your budget for a limited time can certainly give a shock to the system and assist sales numbers in levelling back out. Once you’re out of the hole, you need to plan to balance out the rest of the budget through the remainder of the year.

Win as a team

At the end of the day, to succeed in sales you need to want to win. A competitive streak helps turn a strong team into the strongest sales team. I feel what sets my own team apart, however, is that while we want to win, we’ve built a culture of winning that’s based on the team as a whole. Everybody’s expected to help everyone else out. Many salespeople have the reputation of being lone wolves – they don’t care about the team or the company, they’re in it for their own personal success. But in the long term, if one team member is only working for money they won’t last. A good team works together, tag-teams and passes knowledge around. We view our team as a unit, and that cohesion is one of the key tools to a consistent approach to sales month over month and year over year.

Start every month at zero

After an exceptionally strong month, it can be tempting for some sales teams to want to coast on that success in the weeks and months ahead. However, looking backwards can prevent a team from maintaining the type of consistent growth that leads to steady growth over a year or several years, rather than a few exemplary months. To that end, your team needs to start every month at zero. It doesn’t matter how well you did last month or week. Some people get cocky when they get a commission check, but nothing should be more important to your team than hitting it hard to meet and surpass sales numbers every single month.

Play the long game

Keep your eye on growing existing franchisees’ footprint and maintain those relationships with that eventual growth in mind. Even owners who do not initially plan to grow beyond a single unit may one day lead to broader growth if you’ve worked to keep that door open and a positive relationship with the franchisee. Stay engaged with your prospects, even when things are slow. If a candidate is serious and your team slacks off because of a short-term slump, the window of opportunity can close in an instant.

ABOUT THE AUTHOR

Jeff Todd is the group director of the Meineke resale program at Driven Brands. Meineke Car Care Centers, Inc. is a division of Driven Brands, Inc., the leading automotive aftermarket franchisor in the world.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button

WHAT DO WE USE YOUR INFORMATION FOR?

Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

HOW DO WE PROTECT YOUR INFORMATION?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.

DO WE USE COOKIES?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

DO WE DISCLOSE ANY INFORMATION TO OUTSIDE PARTIES?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

THIRD PARTY LINKS

Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.

CHILDRENS ONLINE PRIVACY PROTECTION ACT COMPLIANCE

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

ONLINE PRIVACY POLICY ONLY

This online privacy policy applies only to information collected through our website and not to information collected offline.

TERMS AND CONDITIONS

Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at globalfranchisemagazine.com/terms-conditions

YOUR CONSENT

By using our site, you consent to our online privacy policy.

CHANGES TO OUR PRIVACY POLICY

If we decide to change our privacy policy, we will post those changes on this page

CONTACTING US

If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: subscriptions@aceville.co.uk