Marketing machines . . . that’s what separates successful franchisees from failing franchisees. As you’re evaluating franchise opportunities, be sure to look only at those that come with a marketing machine!
Major issue today: marketing!
I frequently speak to franchisees who represent many different businesses. The overriding concern today among those who are failing, or struggling, is marketing.
- Where are the leads?
- Where are the customers?
- How do I get more customers?
- How do I keep my customers?
- How do I get customers to spend more money in my business?
Those are the questions and issues facing far too many franchisees today. And that’s why marketing is the most important component for you to evaluate prior to buying a franchise.
Some franchisors haven’t figured it out
Unfortunately, many franchisors either don’t know the importance of producing a marketing machine, or they can’t afford to. Sometimes, in fact, the franchisor hasn’t figured out a marketing scheme, and their franchisees are in the worst situation. The saving grace may be that all these franchisors aren’t selling many franchises these days! Not all bad when you consider that they’re likely only to produce more unhappy franchisees.
Franchisors are easily distracted
It’s easy for franchisors to overlook the importance of marketing to their franchisees because there are so many other things that compete for a franchisor’s time and money: Selling franchises (well, duh!), training and support, site construction, managing the corporate team, funding the business, dealing with vendors, etc. When franchisors forget (and some just don’t know) that marketing propels franchising — that nothing is more important than marketing, especially to a franchisee — they fail to live up to their responsibilities as franchisors.
Protect yourself by not buying their franchises!
You want a franchisor to invest in marketing
Franchising is in a mess right now because too few franchisors are marketers, and too few franchise companies are providing marketing machines for their franchisees. And things aren’t going to get better until franchisors begin to invest again in marketing.
Look for the marketing machines . . . they’re out there! Ask existing franchisees: How effective is the franchisor’s marketing machine? If the franchisee looks at you like you’ve got two heads, you know to continue shopping! Don’t believe anyone who tells you that everyone is struggling to sell franchises today. Not true. Franchisors with marketing machines are doing just fine, even in these troubled economic times.
If you expect to do just fine as a franchisee, only buy the franchise that come with a marketing machine!
As you consider buying a franchise, learn from the franchise masters! Dr. John Hayes interviewed several of the most successful franchisors. Find out how they created successful franchise systems — follow their advice as you seek a successful franchise of your own. Learn from Don Dwyer, William Rosenberg, Jim Amos, Jim Bugg, JoAnne Shaw and others! You can immediately download and listen to their interviews. Click here
.Tags: marketing machine
This post was written by Dr. John Hayes