The 5 Stages to Franchise Awarding Success · The 5 Stages to Franchise Awarding Success Presenter:...

The 5 Stages to

Franchise Awarding

SuccessPresenter: Darryl Sangster

Canada / USA Franchise Development, Tommy Gun’s Original Barbershop

LinkedIn @darrylsangster IG @darrylsangster Twitter @darrylsangster FB @darrylsangster

[email protected] [email protected]

1st - WELCOME FAILURE & LEARN TO FAIL BETTER

screwing up - falling down - losing a lot of money

being hurt - being embarrassed

All painful emotions associated with failure,

But to lead others you must not be afraid to fail again,

rather tell yourself that with each failure, you are learning to fail better.

“ YOU WILL NEVER BE GREAT UNLESS YOU LEARN TO FAIL ”

A Foundation to Build Upon

2nd - LEADERSHIP IS NOT A DESTINY, LEADERSHIP IS LEARNED

Leaders have a quality about them that comes from a place deep inside called

- absolute self belief –

Leaders are coached, groomed and influenced. Leaders believe they are leaders.

“ YOU WILL NEVER LEAD ANYONE UNTIL

YOU SUBCONSOUSLY BELIEVE YOU ARE A LEADER ”

A Foundation to Build Upon

Lead Contact Form (sample) Franchise Application (sample)

Gate Keepers 3 Part Lead Tracking System

Discovery Day Outline Franchisor Stage 1 to 5 Checklists

Sales Tips

Take-A-Ways

Stage 1 – Inquiry ( initial contact )

Stage 2 – Qualification ( getting to know the lead )

Stage 3 – Interviewing ( data exchange )

Stage 4 – Validating ( assessing the lead )

Stage 5 – Awarding ( awarding the license )

The 5 Stage Franchise

Awarding Process

Stage 1 – Franchisor Key Objectives:

Market to Attract Interest & Action;

Track your Leads;

Communicate with the Lead;

Advance the Lead to Stage 2;

Stage 1 – Measurable’s Required to Advance the Lead

Franchise Application Forms Submitted;

NDA Signed;

Stage 1 - Inquiry

Market to Attract

Interest & Action

OBJECTIVE: GET A LEAD TO

CONTACT YOU

Lead Generation is Selling



Track your Leads;



Track your

Leads



Track your Leads;



FAST & EFFECTIVE - 3 Part Tracking System

1. Wall Board System – visually quick;

2. Paper System – file details and specifics about the

Lead;

3. Digital System – efficient sales tool for reminders,

tracking, and advancing the lead;

Track your

Leads



Track your Leads;



FAST & EFFECTIVE - 3 Part Tracking System

1. Wall Board System – visually quick;

2. Paper System – file details and specifics about

the Lead;

3. Digital System – efficient sales tool for

reminders, tracking, and advancing the lead;WHEN YOUR LEAD CALLS YOU --- YOU

BETTER MAKE THEM FEEL IMPORTANT

Communicate

with the Lead

1. Reply to the Lead Immediately - in the format they reached out to you in;

2. Explain your 5 Stage Franchise Awarding Process to them;

3. Send & Receive your Franchise Application from the Lead;

4. Send & Receive your Non-Disclosure (NDA) from the Lead;

5. Communicate with Purpose - what do I need to do, accomplish, obtain or provide,

the lead this week to keep this deal moving forward?

One of two things will happen - You will convince them to return the forms

OR

You will not



Track your Leads;



Advance the

Lead to Stage 2

If your Stage 1 Measurable’s are met

Advance your Lead to Stage 2

Franchise Application Forms Submitted;

NDA Signed;



Track your Leads;


Advance the Lead to Stage 2

Start a File on the New Lead – Digital, Wall Board and

Paper File;

Communicate the 5 Stage Franchise Awarding Process

(via phone calls and/or emails);

Send out the Franchise Application Forms and Receive

Completed Forms from the Lead;

Send out the Non-Disclosure Agreement (NDA) and

Receive a Signed NDA from the Lead;


Franchisor

Stage 1 - Checklist


30min Opportunity Meeting;

30min Financial Meeting;

Build a Deal & Understand the Story;

Ownership to Approve (ie Gate Keeper);



Completion of Opportunity Meeting;

Completion of Financial Meeting;

Ownership Approves Advancement of File;

Stage 2 - Qualification

30min

Opportunity

Meeting

Set a Day & Time for this 30min Meeting (ie Phone Call);

Explain your Franchise Benefits, System, Structure, History, etc;

Follow your Template and Use Open Ended Questions to Learn more about

the Lead;

Explain your Opportunity & Investment;

Arrange your Next Call;

Prepare, Practice and Follow a Template

and I guarantee

Your Franchise will feel Structured, Organized and Developed



30min Finance Meeting;


Ownership to Approve (ie Gatekeeper)


30min

Finance

Meeting

Set a Day & Time for this 30min

Meeting Call;

Explain your Investment

Opportunity;

Follow your Template and Use Open

Ended Questions to learn more;

Review their Financial Forms;







Build a Deal

& Understand

“the Story”

Pull it ALL Together on Paper;

What does this deal look like? Who are the Investors?

- Husband & Wife / 2 Buddies / Individual / 4 Investors

What is the Timeline?

- 6 months / 12 months / 18 months

How much Liquid Capital is available to invest?

- $50K / $100K / $300K;







Ownership(GateKeeper)

to Approve

Explain to the Lead what Ownerships Role is within the

Qualification Process as well as your role;

Explain the 2 Outcomes after you sit down with Ownership;

If your Stage 2 Measurable’s are met - Advance the Lead to Stage 3;







Opportunity Meeting/Call regarding Franchising,

Systems, Goals, Culture, Brand, Opportunity and

Support

Financial Meeting/Call regarding the Investment

Details and their Financial Data;

Ownership (Gate Keeper) to Approve Advancement of

the File;


Franchisor

Stage 2 - Checklist


Release FDD (Franchise Disclosure Document);

FDD & Financing Call;

Connect Lead with Business Consultant;

Profile the Lead (optional);

Ownership (Gate Keeper) to Approve the File;

Advance the Lead onto Stage 4;


FDD Receipt is Signed & Dated;

Completed FDD & Finance Meeting (Business Loans Info & Business

Consultant Contact);

Lead Profile Completed & Reviewed;

Ownership Approves Advancement of File;

Stage 3 - Interviewing

Release FDD

Either instruct your lawyer to release your FDD or release it yourself;

CRITICAL – obtain the Signed and Dated “Receipt” from your lead;

Inform your Lead that the FDD is enroute or sent;

Arrange a day & time for the FDD & Finance meeting;


Release FDD;

FDD & Financing Review;


Profile the Lead;

Ownership to Approve (ie Gatekeeper);


FDD &

Financing

Meeting

The Lead will be overwhelmed - be reassuring & calm;

Conduct the FDD & Finance Meeting;

Introduce Loans Programs; Canadian Small Business Loan http://www.ic.gc.ca/eic/site/csbfp-pfpec.nsf/eng/Home

Have your homework done and ask them specific questions about their Finances;


Release FDD;



Profile the Lead;



http://www.ic.gc.ca/eic/site/csbfp-pfpec.nsf/eng/Home

Business

Consultant

An Option to Fill the Leads Need for

Numbers;

Build a Relationship with a 3rd Party

Consultant;

I use:

Matthew Stern

New Ink Consulting

(647) 926-3019

www.newinkconsulting.com


Release FDD;



Profile the Lead;



http://www.newinkconsulting.com/

Profile the

Lead

Optional piece of the Awarding Process;

Costs are incurred;

Results can be used for Qualification

AND Eventual Training if they become

Business Partners;


Release FDD;



Profile the Lead;



Ownership(GateKeeper)

to Approve

Discuss your Lead’s file with

Ownership;

If your Stage 3 Measurable’s are met -



Release FDD;



Profile the Lead;



FDD Receipt is Signed, Dated and Returned;

Completed FDD & Finance Meeting (Business Loans Info &

Business Consultant Contact);

Franchisee Profile Completed & Reviewed (optional);

Ownership (Gate Keeper) to Approve Advancement of the File;


Franchisor

Stage 3 - Checklist


Discovery Day;

Discuss Possible Locations;

Financing Pre-Approved;

Franchise Fee Paid & Franchise Agreement Signed;

Advance your New Franchise Business Partner to Stage 5;


Discovery Day Date Set & Completed;

Discuss Locations for the Franchise with Landlords;

Business Partner to Confirm Financing (lender or self);

Business Partner to Pay the Franchise Fee and Sign the Franchise

Agreement;

Stage 4 - Validating

Discovery Day

SAMPLE - Discovery Day Schedule

9:15am Meet at Support Office

9:30am --- 10:30 Tommy Gun’s Welcome, Direction & Franchise System

10:45am --- 12noon Tommy Gun’s Operational Advantages

12 – 1pm Lunch with All Department Heads

1:30pm --- 2:30pm Tommy Gun’s In-Shop Experience

3:00 --- 3:30pm Tommy Gun’s Re-Cap & Next Steps

3:30pm Wrap Up

Stage 4 - Validating

Location

Location

Location

Discuss possible locations of

interest;

Contact Landlords;

Remember – the Lead commits

then you commit;


Discovery Day;


Financing Pre-Approval;

Franchise Fee Paid & Agreement Signed;

Advance New Business Partner to Stage 5;

Financing

Discuss and Understand the Leads

Financing Plan;

Capital Down is Verified;

Initial meeting between the Lead

& a Lender have taken place;

Loan Applications have been

started;


Discovery Day;





$$$

Franchise

Fee Paid

&

Agreements Signed

RING THE BELL

Congratulations!!!!!

Celebrate all wins, big and small;

Advance the New Business Partner onto Stage 5;


Discovery Day;





Discovery Day Completed;

Discussed Location(s) with Landlord;

Complete Initial Financing with Lender;

Franchise Fee Paid & Franchise Documents Signed;

Ring the Bell;

Advance the Business Partner to Stage 5;

Franchisor

Stage 4 - Checklist

Stage 5 – Franchisor Key

Objectives:

Transition the New Franchise Business Partner;

Secure a Location;

Secure Financing;

Build-Out the Franchise;

Train the Franchisee;

Open the Franchise Business;• You and Ownership to be on-site if possible

1. Show your Intellect, Enthusiasm & Expertise during the First 30sec of a

Meeting or Call;

2. Intrigue the Customer & Spark their Interest;

3. People buy Emotions, not Logic;

4. Sell your Vision of a more Positive Future;

5. Explain more than once, that the Product is Stunning;

EXTRA PRO TIPS

• You are in Sales, Be Proud that your in Sales (or get out);

• Apply and Practice your Opening and Above Tips until they flow from

you naturally

Tips to Sales

The 5 Stages to Franchise

Awarding Success

Presenter: Darryl Sangster

Canada / USA Franchise Development, Tommy Gun’s Original Barbershop

LinkedIn @darrylsangster IG @darrylsangster Twitter @darrylsangster

FB @darrylsangster

[email protected] [email protected]

mailto:[email protected]

mailto:[email protected]

The 5 Stages to Franchise Awarding Success · The 5 Stages to Franchise Awarding Success Presenter:...

Documents

Transcript of The 5 Stages to Franchise Awarding Success · The 5 Stages to Franchise Awarding Success Presenter:...