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Ever really feel such as you’re relationship your leads? They present curiosity, ask all the best questions and arrange a follow-up name. Then, nothing. No e-mail. No response. Simply silence. Individuals purchase from individuals, not faceless manufacturers. In case your content material is chilly, robotic, or generic, they will disengage. In case your outreach feels like everybody else’s, it is simple to disregard. And in the event you’re not persistently displaying up in a manner that grabs consideration, another person will.
And this is the painful fact: If a lead ghosts you, it is your fault. The excellent news is, you possibly can repair this. The answer is not extra follow-up emails — It is storytelling. I’ve seen franchise manufacturers battle to transform leads, doing all of the “proper” issues — operating advertisements, sending emails, following up — however after we inform the best story on video, every part modifications. Leads do not simply come again, they have interaction and join. Not as a result of we pushed tougher, however as a result of they felt one thing.
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Franchisee success tales
A couple of years in the past, I sat throughout from a Glory Days Grill franchisee as she shared her story. Simply 5 years prior, she was homeless. Now, she’s a multi-unit proprietor. As she spoke, the load of every part she had been by means of poured out. She cried, I cried, the whole set fell silent. This wasn’t nearly enterprise. This was about transformation. And that is precisely why such a video works.
Franchise leads aren’t simply shopping for a enterprise mannequin. They’re shopping for a future for themselves. A well-crafted franchisee success story ought to comply with a transparent emotional arc: Who they had been earlier than franchising — the actual struggles they confronted. What made them take the leap — why this franchise, and why now? The challenges they confronted—as a result of success tales with out battle do not feel actual. How their life is completely different now—the transformation. In case your franchise is not capturing these sorts of tales, you are lacking probably the most highly effective gross sales software you could have.
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Behind the scenes video
I’ve sat in rooms with franchise gross sales groups who could not determine why their numbers weren’t transferring. That they had sturdy FDDs. That they had nice financials. That they had an unimaginable product. However they weren’t displaying the individuals behind the model. Franchise leads aren’t simply evaluating a enterprise mannequin. They’re evaluating management, help, and tradition.
A behind-the-scenes video provides them an actual take a look at the individuals they will be trusting with their funding. What to incorporate: Management interacting with franchisees — not simply sitting in an workplace. Coaching groups working one-on-one with homeowners. Candid moments that replicate the actual tradition — not company fluff. If a lead would not belief the individuals behind the model, they will by no means transfer ahead.
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Franchisee validation movies
One of the crucial emotional shoots I’ve ever been a part of was for Batteries Plus. The franchisee’s father had all of a sudden handed away, and his son and daughter had been stepping in to run the enterprise. Throughout the shoot, they regarded instantly into the digicam and spoke to their father. “We’re doing this for you. We’re retaining this legacy alive.” Everybody in that room felt it. And that is precisely why such a video works.
Leads do not belief spreadsheets or gross sales pitches — however they belief different franchisees who’ve walked this path. A terrific franchisee validation video ought to embody: A franchisee sharing their actual expertise, not a scripted testimonial. The second they realized this enterprise was altering their life. What they might inform somebody contemplating the chance. In the event you’re not letting your franchisees inform their tales on video, you make your gross sales course of tougher than it must be.
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Day within the life
I’ve filmed franchisees who got here to the U.S. with $2 and a backpack. Right this moment, they personal a number of places, make use of dozens of individuals, and have constructed a life they by no means thought potential. That type of transformation is unimaginable — however what does the day-to-day actuality appear like? That is what day-in-the-life movies reply.
Leads want to have the ability to image themselves within the position. A well-produced documentary-style video follows an actual franchise proprietor by means of their day, from their morning routine — together with opening the shop and establishing operations — to the tip of the day. The objective is not to make it look excellent, it is to make it really feel actual. If a lead cannot see themselves within the position, they will not take the subsequent step.
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Meet the gross sales workforce
Franchise gross sales can really feel chilly and transactional. A lead fills out a type. Then, all of a sudden, they’re getting calls and emails from somebody they’ve by no means met, asking them to make a six-figure resolution. That is overwhelming. A Meet-the-Gross sales-Crew video modifications the dynamic.
As an alternative of a stranger reaching out, it is a acquainted face saying who they’re, why they love serving to franchisees and what the primary steps appear like. There is not any strain, only a dialog. Leads are way more seemingly to answer somebody they really feel they already know.
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Cease promoting, begin storytelling
I’ve filmed franchisee tales that made complete rooms cry. I’ve watched management groups get emotional as they understand the impression of what they’ve constructed. I’ve seen hesitant leads signal on the dotted line — not as a result of they had been pressured, however as a result of they lastly believed. That is the ability of video storytelling in franchise improvement.
In case your franchise is not telling these tales, you are not simply lacking conversions. You are lacking the possibility to encourage, join, and produce individuals into one thing larger than only a enterprise. In case your leads are ghosting you, do not simply comply with up. Inform them a narrative they will always remember.
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