Identifying Effective Methods Of Lead Generation
By Jeff Sturgis, CFE - Franchising World :
Leads, prospects or inquiries, call them what you want. All franchisors want them, want more of them and want them all to be qualified and ready to buy. If only it were that easy.
In today’s environment, generating leads is every franchisor’s number one challenge. How does a franchisor go about identifying what are the most effective methods of generating leads? First, look internally. Look at the brand’s franchisees and determine if there are some common threads or backgrounds. Know what the investment criteria are and what the skill sets needed are for a franchisee to be successful. Analyze where previous deals and leads have originated.
Second, keep an open mind. Watch what others are doing and look for ways to stand out from other competitors and try something different. There are certainly some traditional methods of lead generation that are basic building blocks of an intelligent and successful lead-generation program, but only by thinking outside the box, can a franchised business effectively maximize its lead-generation efforts and returns
Third, understand that not everything is going to work; effective programs and initiatives take time to work. Understand the value of synergistic efforts, not just one-shot efforts done in a vacuum.
Finally, track and measure your results. Often, a franchisor will be surprised to learn that what it believes to be the more effective source of leads and deals is wrong. Challenge long-held assumptions and use data to make decisions.
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August 30th, 2008
Jeff,
Good advice. True for Franchises and any other business.
I added you to mybloglog.com
Thanks,
Jorge Olson