10 STEPS TO BECOMING THE “AUTHORITY” IN ANY INDUSTRY… AND SELLING FRANCHISE TERRITORIES TO MOTIVATED PROSPECTS
MarketingAuthor :
Peter Singleton 
Business Building & Franchising Expert
T. 403-229-0921
author of www.fromfailuretofranchise.com
1. RESEARCH YOUR COMPETITION
Unless your products and services are truly unique, you need to set yourself apart from the competition in at least one OUTSTANDING way. What are you doing that no one else in your industry is doing? What could/should you be doing to set you apart from the competition? Compare and decide by creating a spreadsheet that compares everything you can possibly think of that you and your local, national and international competitors do.
Find out what your competition does with respect to relieving your client’s pain point…
• Customer service
• Quality
• Delivery
• Price
• Message
• Everything else pertinent
Add them to your comparison chart.
2. DEVELOP A USP = PAIN RELIEVER
The objective is to develop a simple, unique, memorable, unique selling proposition or pain-reliever. Here are some examples:
The milk chocolate melts in your mouth, not in your hands!
Fresh, Hot Pizza delivered in 30 minutes or it’s FREE!
3. CREATE A SYSTEM OF ACCOUNTABILITY
• Ad log
• Sales board
• Conversion tracker
• CRM with Automated follow up
4. MULTIPLE MARKETING INITIATIVES
Implement numerous marketing initiatives simultaneously and keep adding more on a regular basis.
5. DEVELOP AN EFFECTIVE SALES PROCESS
Analyze your sales process. Is there anything that you have to add or that you can delete? Do your sales people build a case like a lawyer would that leaves people feeling that they wouldn’t do business with anyone but you, at any price?
• Follow up on lead
• Visit website
• Set appointment
• Attend appointment
• Build rapport
• Disturb/Educate
• Relieve/Educate
• Close
You need you to go into great detail as to what you do and say throughout all this process.
6. TRAIN YOUR STAFF
Develop a training program and a support system that ensures that they perform at their best.
7. SUPPORT YOUR STAFF
Success develops faith in the system so make sure that you maintain a level of support and accountability that ensures their continued success.
8. BECOME THE INDUSTRY AUTHORITY
With success comes the belief by your staff that you are in fact the authority in the industry.
9. SHARE THE VISION
Once your staff sees how successful that they can become, you want to share the company vision with them and show them what you can do as a global authority.
10. SELL FRANCHISE TERRITORIES TO THEM
You have just created the perfect territory franchisees…
• They know your products and services
• They know your systems
• They are already trained
• They are great salespeople
• They know the revenue potential
• They have the money
• They will buy from you
Unless your products and services are truly unique, you need to set yourself apart from the competition in at least one OUTSTANDING way. What are you doing that no one else in your industry is doing? What could/should you be doing to set you apart from the competition? Compare and decide by creating a spreadsheet that compares everything you can possibly think of that you and your local, national and international competitors do.
Find out what your competition does with respect to relieving your client’s pain point…
• Customer service
• Quality
• Delivery
• Price
• Message
• Everything else pertinent
Add them to your comparison chart.
2. DEVELOP A USP = PAIN RELIEVER
The objective is to develop a simple, unique, memorable, unique selling proposition or pain-reliever. Here are some examples:
The milk chocolate melts in your mouth, not in your hands!
Fresh, Hot Pizza delivered in 30 minutes or it’s FREE!
3. CREATE A SYSTEM OF ACCOUNTABILITY
• Ad log
• Sales board
• Conversion tracker
• CRM with Automated follow up
4. MULTIPLE MARKETING INITIATIVES
Implement numerous marketing initiatives simultaneously and keep adding more on a regular basis.
5. DEVELOP AN EFFECTIVE SALES PROCESS
Analyze your sales process. Is there anything that you have to add or that you can delete? Do your sales people build a case like a lawyer would that leaves people feeling that they wouldn’t do business with anyone but you, at any price?
• Follow up on lead
• Visit website
• Set appointment
• Attend appointment
• Build rapport
• Disturb/Educate
• Relieve/Educate
• Close
You need you to go into great detail as to what you do and say throughout all this process.
6. TRAIN YOUR STAFF
Develop a training program and a support system that ensures that they perform at their best.
7. SUPPORT YOUR STAFF
Success develops faith in the system so make sure that you maintain a level of support and accountability that ensures their continued success.
8. BECOME THE INDUSTRY AUTHORITY
With success comes the belief by your staff that you are in fact the authority in the industry.
9. SHARE THE VISION
Once your staff sees how successful that they can become, you want to share the company vision with them and show them what you can do as a global authority.
10. SELL FRANCHISE TERRITORIES TO THEM
You have just created the perfect territory franchisees…
• They know your products and services
• They know your systems
• They are already trained
• They are great salespeople
• They know the revenue potential
• They have the money
• They will buy from you