The art of selling for smaller service franchised businesses: regardless of your personal sales journey, you can expand your sales capability without adding cost.

Author:Emo, Diane
 
FREE EXCERPT

DO YOU LIKE SELLING? Many people answer "no" to that question because they see selling as something negative or pushy. Even business owners who are passionate about their company and proud of their services admit selling is outside their comfort zone--that selling is done by "those guys," a unique breed called Salespeople.

But, business owners sell every day in very positive ways. For example, you probably sell your ideas and offer advice to customers, suppliers and employees all the time. A simple definition of selling: It is a conversation with a prospective customer with the goal of matching what they want to what you offer.

While larger franchised businesses might have the cash flow to pay a salesperson, smaller franchisees need to sell themselves or look for sales support from their franchisor.

Trends in franchisor support:

* Training on franchised business operations first, technical skills second

* Advanced training to help franchisees market, prospect, bid and sell

* Franchisor sales team to find new customers and offer them to franchisees

Franchises typically look to the franchisor to provide a brand, turnkey system and support programs that complement their skillsets. Regardless of your personal sales journey, everyone can take steps toward expanding their sales capability without adding cost.

STEP 1: WHAT'S YOUR STORY?

Every business has a story. Stories sell, because people can relate to them. Why did you start your franchised business? Why are you passionate about your company? Flow do you solve problems for customers? Why do they choose your brand over others? Your business exists to provide something important to customers. There is a story in you. Find it, write it down, practice telling it and make sure everyone in your company becomes a confident storyteller to build your brand reputation from the ground up.

STEP 2: IDENTIFY YOUR CUSTOMER'S PAIN POINTS

Pain points are the reasons why a customer wants to make a change--to alleviate a problem causing pain. If you can figure out their pain points, then you can determine how your business could solve the problem and create real value for customers.

Pain points can be business or personal, or a business pain that results in a personal headache. For example, in a service delivery business such as commercial cleaning, a customer pain point might be that employees are tired of having to clean their own offices and complain about it to the boss. Or, maybe a prospective customer is...

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