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SELLING AND MARKETING
RESEARCHCHAPTER 6
Expected Learning Outcomes
Learn about the uniqueness of selling
in a franchise organization
Organize franchise sales programs
Learn how to develop a sales kit
(sales package)
Understand the first meeting between
the franchisor and franchisee.
Discover the sales playbook
Basic concepts
Selling is encouraging the transfer of
products or services from one
individual to another.
The franchisor is a sales person both
to the franchisees and to the end
customers
Selling is divided to two categories:
◦ Selling to the prospective franchisee
◦ Selling to the end consumer.
The Journey of Selling
Selling is the highest paid and first profession in the world
Foundation of the sales experience is the image of the product, service, or business itself: high quality, high value, important services, reasonable price.
Another foundation of the sales is identifying target franchisee, which is based on analyzing prospective franchisee in terms of:◦ Successful characteristics (personality positive
attitudes, inner drive, overcoming of obstacles, operation skills, etc.)
◦ History and biographical data
◦ Experience
◦ Financial net worth
Sales Kit (Package)
Elements of a Sales Package:
◦ Introductory Folder
◦ Sales Brochure
◦ Uniform Franchise Offering Circular
Introductory Folder
Information on the Franchise business
Invitation to join franchising family as a
wonderful business opportunity
Information on Training programs
Announcements of all fees: Basic
Franchise Fee, Royalty fee,
advertising fee, initial start-up cost.
Request for further information
Sales Brochure
Ongoing Training and Support from
franchisor
Brief Explanation of franchising
Invitation: include testimonials from
existing franchisees.
Initial Investment costs: financial
overview
Historical background and information of
franchisor
Application form for franchisee
(confidential)
Uniform Franchise Offering
Circular (UFOC) After receiving application and preliminary
approval by the franchisor, UFOC is
UFOC is given to the franchisee 10 days before signing any agreements or payments.
UFOC (23 items)provides tremendous information about: ◦ History and background of the franchise
◦ All Investment fee; obligations; earnings claims.
Expected Financial statements and contracts attached.
Prospective franchisee should discuss with at least 10 or more existing franchisees to learn experiences. They should also discuss their suppliers and customers.
Initial Meeting
Initial meeting between the franchisor
and its prospective franchisee
The franchisor learns more about the
person who may become its
franchisee
The franchisee can determine whether
this is worth to become its franchisee
as his lifetime of business.
The Sales Playbook
Determinants of a Sales Playbook:
◦ Mission Statement
◦ Inquiries
◦ Opening Benefits
◦ Listening
◦ Closing
Mission Statement
Franchisor’s introduction to the buyer
Introduce the company, its business,
benefits brought to the prospective
franchisees or to consumers
Forty words or less
Inquiries
Ask questions and collect the answers
Respondents: prospective franchisees
or customers
Questions to ask: who?, what?,
when?, where?, how?, why?
Probing questions: allow the company
to gather information and provide an
opportunity to explain their personal
wants, needs, and desires.
Opening Benefits
Based on the buyer’s problem and needs
Give the buyers an opportunity to improve themselves and their financial positions.
Four Ps of selling: Power, Profit, Pleasure, Prestige.
Improve the person’s lifestyle: ◦ Features and Usefulness of the product or
service
◦ Benefits: physical and spiritual satisfaction◦ Club membership : pleasure, power◦ Prestige of membership: pleasure, prestige.
Listening
50% of successful selling is listening
to the buyers
Listen to recognize and understand
buyers’ needs, wants, desires.
Show your attention and concern for
the clients.
Closing
Closing by assuming the follow-up
steps.
Ask directly to closing:
◦ When do you want to begin?
◦ Where would you like to locate your
store?
◦ When will you be able to start the training
program?
◦ How do wish to make payment for the
franchise fee? etc.
Selling is a Game
Successful sales people realize that selling is a game.
When selling, they are in the process of problem solving.
They are helping buyers to solve the problem.
10 Rules of Selling
Selecting target markets: necessary steps:
◦ Targeting markets
◦ Segmenting the markets
◦ Profiling the customer
◦ Qualifying the market segments.
Aspects of customer behavior
Customer needs: the desired goal or objectives which the customer wants to obtain
Customer benefits desired: the result the customer wishes to achieve. The reason why the prospective franchisee or end customer will buy the product.
Purchase characteristics: behavior and requirements affiliated with the customer’s buying habits.
Marketing Research
The Marketing Information System
(MIS) contains various information and
data collected from:
-Internal records
-Marketing Intelligence
-Information analysis
-Marketing Research
Marketing Research Process
Define the problem statement
Identify the research objectives
Developing research designs
(questionnaires)
Implementation of Research Plan
Analysis and Reporting of Results
Qualifying the Prospective Franchisee
Initial Call Process.