Sales Coaching for Franchise business – The most direct way to impact your business quickly.
There has been a lot of discussion in the press lately about the multi-million dollar salaries that many college football coaches are receiving after winning divisional and national championships. However, whether it is football, golf, or even world-class singers, it is often the coaching that makes the difference in mediocre and record-setting performance. It is the wisdom, training, discipline, and experience of good coaches that turn talent and potential into consistent results. When it comes to sales, the importance of coaching is often overlooked, and the poor performance that results can be financially disastrous.
Franchise Sales Coaching: The Winning Element
Many franchisors are very successful at capturing the techniques and methods that go into building a smooth-running franchise. However, the world’s best planning and systems are worthless without the revenue required to generate a profit. In fact, many of the people attracted to the order and processes of a franchise are not natural sales people, and have little or no training or experience in even basic concepts of sales. What you end up with is a well run failure!
Even those who have come to the franchising business from a sales career path find it difficult to work their sales magic within the structure of a franchise operation. For franchisors, the issue of sales cannot be overlooked for a number of reasons. First, the success of individual franchisees is essential to overall corporate growth and bringing in new operators. Secondly, the real value of a franchisor is in its brand, and you simply have to ensure those local units help protect and develop that brand with effective marketing efforts.
Providing needed sales coaching is often the key element that helps a franchisor successfully implement their strategy. The process of defining sales goals, monitoring success towards those objectives, and dynamically modifying a local marketing program are all parts of the marketing effort. These and other components all require knowledge, skills and capabilities that are only developed over time, and most effectively accomplished with external assistance and guidance – sales coaching.
Sales Coaching Function: Enabling and Empowering
No one buys a franchise without a desire to succeed. However, many fail to realize that success is dependent on more than following the checklists in an operations manual. Professional sales coaches understand that the sales process is a mix of science, discipline, art, and creativity, and they work hard to help individuals understand that uniqueness.
When franchisees view the success of others and accept the story of the franchisor, it is easy to be lulled into thinking they simply have to hang out their new sign and customers will come running. However, just as the franchisor has to effectively market to their prospective operators, they also must coach those franchisees in the marketing and sales efforts in their communities and marketing areas.
Importantly, sales planning and efforts that might come naturally to a trained salesperson may never come to mind to someone who has never focused on sales. It is that awareness that is the first function of a sales coach, ensuring that all franchisees assign a priority to building their business through effective use of provided materials and their own initiatives.
If the goal is to win, and win big, there is no shortcut when ensuring your franchisees receive the best sale coaching and training possible. See our section on Group Sales Coaching Programs, as we would suggest your entire team should be involved with sales training and coaching.
For more information contact Sunrise Business Advisors
Thom Torode is a NJ based Executive & Business Coach. He has owned over 5 different businesses and is currently the Managing Director for Sunrise Business Advisors. Thom’s expertise includes working with those business owners who have plateaued getting them unstuck and back in growth mode. Additionally Thom works with both franchisees and franchisors in helping them develop their leadership. Thom is also Director Consultant with BNI. When not helping business owners and their teams create the business and lives they want and need, he can be found following his kids activities.
As the managing director of Sunrise Business Advisors, I have owned and operated a multitude of different businesses as well as holding senior management positions with a fortune 500 company. In addition to being a Certified Business & Executive Coach, I am also a Certified Franchise Coach, as well as Certified Guerrilla Marketing Coach and Trainer. Our philosophy is to provide coaching, mentoring, and advisory services to help business owners achieve the businesses, the teams and the lives that they’ve always dreamed of having. We accomplish this through a tried and proven process of learning and understanding your needs and we’ve always achieved high marks with our valued clients.
Additionally Thom works with both franchisees and franchisors in helping them develop their leadership. Thom is also Director Consultant with BNI. When not helping business owners and their teams create the business and lives they want and need, he can be found following his kids activities.