SECTION I: INTRODUCTION
1.1 OVERVIEW OF THE PLAYBOOK
Welcome to the Homefront Brands Franchise Sellers Playbook. This guide is designed to not only equip you with a thorough understanding of the Homefront Brands portfolio but also help you master the art of empathetic selling. Our mission at Homefront Brands is to offer life-changing opportunity vehicles, and the foundation of our sales process is built on the Integrated Persuasion Framework (IPF), a unique approach that emphasizes empathy, value, trust, emotional intelligence, and strategic questioning.
In this playbook, you will find a detailed exploration of the Homefront Brands franchise sales process, a deep dive into understanding prospects' core desires, and a thorough breakdown of the Neuro Emotional Persuasion Questioning (NEPQ) methodology. Each section will include clear instructions, practical examples, and scenarios that integrate the principles of the IPF.
1.2 PURPOSE AND GOALS
The purpose of this playbook is to serve as a comprehensive, easy-to-use reference tool that aligns with the key principles of the IPF and guides you through every stage of the franchise sales process. This approach aims to instill confidence, consistency, and competency in all members of the Homefront Brands franchise sales team, from new hires to seasoned professionals.
Our primary goal is to equip you with the skills necessary to empathetically navigate prospects from their initial inquiries through to franchise ownership. By fostering an indepth understanding of our prospects' core desires and motivations, you'll be able to provide value, build trust, and guide prospects towards realizing their dreams.
Secondary, but equally important, goals include:
• Ensuring a high degree of professionalism and ethical conduct in all interactions, aligning with the IPF principle of trust.
• Helping you become proficient in the NEPQ methodology, a core element of IPF, enabling you to ask powerful, impactful questions that guide prospects through their journey.
• Fostering a consistent, positive experience for all potential franchisees, building rapport and connection as prescribed by the IPF.
• Keeping our team updated with legal and regulatory considerations of franchise selling, maintaining transparency, a key aspect of trust-building in IPF.
SECTION II: UNDERSTANDING FRANCHISE SALES
2.1 THE ROLE OF A FRANCHISE SELLER
As a franchise seller for Homefront Brands, your primary role is to guide prospective franchisees through their journey towards business ownership. But remember, you're not just selling a business opportunity; you're offering a vehicle for individuals to achieve their personal and professional goals. In line with the IPF, every interaction should be rooted in empathy, genuine care, and a deep understanding of the prospects' desires and needs.
Your role extends beyond the ordinary and requires you to build connections, uncover motivations, propose solutions, and consistently offer support and guidance. The ethics and integrity embodied by the IPF should be your compass, and your goal should be to create trust-based relationships that empower your prospects to envision a promising future.
2.2 UNDERSTANDING THE CORE DESIRES OF PROSPECTS
Most of our prospects are driven by three core desires: Time, Money/Income, and Personal Health/Relationships. Understanding these drivers is essential, as they directly influence the prospects' decision-making process. With the IPF as your guide, you'll learn to address these desires effectively, using emotional intelligence and strategic questioning (NEPQ) to uncover deeper motivations and align our franchise opportunity with their core desires and needs.
2.3 FRANCHISE SALES PROCESS
The franchise sales process involves a unique journey that adheres to specific laws and regulations. Familiarizing yourself with these legalities is crucial to ensure a smooth, transparent, and compliant sales process, aligning with our IPF principle of trust.
SECTION III: THE HOMEFRONT BRANDS FRANCHISE SALES PROCESS
The Homefront Brands franchise sales process, built on the foundations of the IPF, is a structured journey designed to guide prospects from their initial enquiry to becoming a franchise owner. This process progressively engages and qualifies the prospect, verifies the legitimacy of our company, and aligns our franchise opportunity with the prospect's core desires and needs.
Our franchise sales process, in alignment with the Integrated Persuasion Framework (IPF), is a structured journey designed to empathetically guide prospects from initial inquiry to becoming a Homefront Brands franchise owner. This five-stage process engages the prospect progressively, building trust, and aligning our franchise opportunity with the prospect's goals and core desires. Let's delve into these stages in detail:
3.1 12-MINUTE CALL
The 12-minute call serves as the prospect's first introduction to the Homefront Brands franchise opportunity, and it's the foundation stone of our rapport-building process. Using a value-oriented approach, we aim to create an initial fit between the prospect's goals and our business model, addressing their core desires through our offering.
Objectives during this call include:
• Briefly explaining the Homefront Brands franchise concept and business model.
• Employing strategic questioning (NEPQ) to gauge the prospect's interest and reasons for exploring a franchise opportunity.
• Identifying the prospect's financial qualifications.
• Using emotional intelligence to determine if the prospect's goals align with our franchise opportunity.
3.2 DISCOVERY CALL
The Discovery Call is an integral stage to delve deeper into the prospect's motivations, goals, and qualifications. Using emotional intelligence, empathy, and NEPQ, we aim for a mutual evaluation of the potential fit. This interaction lays the groundwork for eliminating sales resistance, through transparent and honest conversation.
Components of the Discovery Call include:
• Detailed review of the prospect's motivations and goals.
• Discussing the franchise model, support systems, and the potential return on investment presenting an irresistible offer that aligns with the prospect's desires and needs.
• Exploring potential territories for the franchise, focusing on variety and growth.
• Confirming the prospect's financial qualifications and readiness to invest.
3.3 MARKETING SUPPORT & TERRITORY REVIEW
In this stage, we exemplify our commitment to the prospect's growth and significance, by discussing the depth of our marketing support and reviewing potential territories. By showcasing marketing strategies and tools available to franchisees, we present an irresistible offer aligning with their desire for certainty and growth.
3.4 VALIDATION / FRANCHISE DISCLOSURE DOCUMENT (FDD) REVIEW
The Validation stage provides prospects with a sense of connection and love by encouraging them to speak with existing franchisees. This transparent approach builds trust and contributes to the minimization of sales resistance.
The FDD review, a critical legal stage, further establishes trust and transparency by ensuring that the prospect understands all aspects of the franchise agreement.
3.5 MEET THE TEAM / DISCOVERY DAY INVITE
The final stage invites the prospect to experience our company culture. Meeting the team provides a comprehensive view of our operation, while the Discovery Day offers a face-to-face opportunity to further build rapport and address any remaining questions.
Patience, honesty, and understanding are key to guiding a prospect through these stages and welcoming them into the Homefront Brands family, while remaining committed to the principles of IPF throughout the sales journey.
SECTION IV: UNDERSTANDING PROSPECTS' CORE DESIRES
In this essential stage of the sales process, we aim to empathize deeply with our prospects by identifying and understanding their core desires and fundamental needs. These desires commonly revolve around three crucial pillars:
1. Time
2. Money/Income
3. Personal Health/Relationships.
Beneath these are the six basic human needs:
1. Certainty
2. Variety
3. Significance
4. Connection & Love
5. Growth
6. Contribution.
As franchise developers – we are more than just sellers – we are expert guides, coaches; trusted advisors - it's our responsibility to connect these core desires and fundamental needs to the unique offerings of Homefront Brands franchises, build rapport, present irresistible offers, and eliminate sales resistance.
In the next sections, I’m going to discuss how each basic need intertwines with the Core Desires of our candidates. Understanding how the fulfillment of (sometimes even the lack of) these Six Universal Needs drive the Core Desires of our candidates we develop an understanding of what is trulymotivating them towards franchise ownership, so that we can position our franchise as the opportunity vehicle that fulfills these desires, which is the secret to creating Grand Slam offers that our candidates can’t refuse.
4.1 TIME
Many prospects are motivated by a desire for greater control over their time, which intertwines with needs for Certainty, Variety, and Growth.
• Certainty: A predictable schedule provided by our franchise model allows prospects to manage their time effectively.
• Variety: Our franchises offer a dynamic mix of activities, ensuring that prospects' time is well-spent, and their workday is far from monotonous.
• Growth: Owning a franchise encourages personal and professional development, leading to a richer, more fulfilling journey over time.
To align with the IPF principles and cater to this desire:
1. Build Trust: Be open and transparent about the time commitments and potential challenges involved in owning a franchise.
2. Leverage Emotional Intelligence: Recognize the emotional significance of time for the prospect and validate their feelings.
3. Build Rapport: Share experiences from current franchisees about how they've gained control over their time.
4. Present Irresistible Offers: Show how our franchise model offers the flexibility and autonomy that the prospect desires.
5. Eliminate Sales Resistance: Address any concerns about time management proactively and assure them of the support and training Homefront Brands provides.
4.2 MONEY/INCOME
Prospects often aspire for financial security and wealth generation, intertwining with needs for Certainty, Significance, and Contribution.
• Certainty: Our proven business model provides a stable income source, assuring financial security.
• Significance: Financial success through a franchise can enhance the prospect's social status, fulfilling their need for significance.
• Contribution: By owning a franchise, prospects can contribute to their community, whether through job creation or other philanthropic activities.
To align with the IPF principles:
1. Build Trust: Provide transparent information about potential earnings and financial commitments. (Alwaysmaintainingcompliance.)
2. Leverage Emotional Intelligence: Understand the emotional weight behind the prospect's financial goals and validate their aspirations.
3. Build Rapport: Share stories of franchisees who've achieved financial success.
4. Present Irresistible Offers: Illustrate the financial potential of our franchises and the stability and reliability of our business model.
5. Eliminate Sales Resistance: Reassure prospects about the financial stability and potential of our franchises, reducing their financial concerns and fears.
4.3 PERSONAL HEALTH/RELATIONSHIPS
Many prospects view franchise ownership as a means of personal development and relationship enhancement. This desire frequently correlates with needs for Certainty, Connection & Love, and Growth.
• Certainty: A predictable routine provided by our franchise model can contribute positively to the prospect's mental and physical health.
• Connection and Love: A franchise offers opportunities to build deeper relationships, thereby enhancing their sense of connection and love.
• Growth: Owning a franchise fosters personal growth through learning and development, crucial aspects of holistic health.
To align with the IPF principles:
1. Build Trust: Be honest about the potential stressors of owning a franchise and the support Homefront Brands provides.
2. Leverage Emotional Intelligence: Understand and validate the prospect's emotional needs for personal health and relationships.
3. Build Rapport: Share success stories of franchisees who've experienced personal and relationship growth.
4. Present Irresistible Offers: Show how franchise ownership contributes to personal growth and deeper relationships.
5. Eliminate Sales Resistance: Address concerns about stress or time commitment and reassure prospects of the support and resources available.
4.4 THE INTERPLAY OF CORE DESIRES, SIX BASIC NEEDS, AND THE IPF METHODOLOGY
Understanding a prospect's Core Desires and Six Basic Needs is a crucial aspect of the Integrated Persuasion Framework (IPF) methodology. This understanding forms the bedrock upon which effective, empathy-driven conversations are built, allowing us to position the franchise opportunity as the solution that the prospect has been seeking.
4.5 THE SIGNIFICANCE OF CORE DESIRES
The Core Desires of Time, Money/Income, and Personal Health/Relationships are the fundamental motivators driving human behavior. These desires are universally sought after, transcending geographical, cultural, or socio-economic boundaries. Understanding which of these desires a prospect is seeking to secure or amplify provides us with a powerful lens to present our franchise opportunity.
4.6 THE SIX BASIC NEEDS IN THE LENS OF CORE DESIRES
Underlying these Core Desires are the Six Basic Needs certainty, variety, significance, love/connection, growth, and contribution. These needs shape our aspirations, behaviors, and decision-making processes. Some needs align more seamlessly with
Core Desires, for instance, 'certainty' and 'growth' often tie into the desire for Money/Income, while 'love/connection' aligns with Personal Health/Relationships.
It's crucial to comprehend which of these needs are currently being met in a prospect's life, and which are lacking. This understanding enables us to position our franchise opportunity not just as a business venture, but as a vehicle that can fulfill these unmet needs and amplify the satisfaction of those already being met.
4.7 THE IPF QUESTIONING METHODS IN UNCOVERING CORE DESIRES AND BASIC NEEDS
The IPF questioning methods are instrumental in revealing a prospect's Core Desires and Basic Needs. Through strategic questions in each stage of the conversation, we can uncover their deep-seated motivations, aspirations, and challenges.
For instance, MotivationQuestions(MQs)and CoreDesireQuestions(CDQs) help us understand what they truly value, while SituationQuestions(SQs)and ProblemAwarenessQuestions(PAQs)help identify their current challenges and unmet needs.
4.8 POSITIONING THE FRANCHISE OPPORTUNITY AS A NEED FULFILLMENT VEHICLE:
Once we've uncovered a prospect's Core Desires and Basic Needs, we can tailor our presentation to show how our franchise opportunity can help them achieve what they are seeking.
Our SolutionQuestions(SoQs)and ConsequencesQuestions(CoQs)help the prospect envision the benefits of our offering, while CommitmentQuestions(CQs) foster a personal, internal commitment to the idea of franchise ownership.
In essence, by understanding a prospect's Core Desires and Basic Needs and utilizing the IPF questioning methods, we can transform the sales conversation from a transactional process into an empathetic, value-driven dialogue. This approach is not only more effective but also fosters a relationship of trust and collaboration, which is essential for long-term franchise relationships.
4.9 NEPQ: A TOOL FOR UNDERSTANDING
Throughout this process, remember to use Neuro Emotional Persuasion Questioning (NEPQ) to uncover and illuminate the prospects' core desires and needs. The NEPQ strategy enables you to guide these conversations effectively, allowing you to tailor
your presentation to demonstrate how a Homefront Brands franchise can fulfill these fundamental needs. Always listen attentively and respond with empathy, understanding, and genuine interest.
In the next sections, we'll delve deeper into the NEPQ strategy and how to use it to build rapport, present irresistible offers, and eliminate sales resistance in the franchise sales process.
4.9.1 SELF DETERMINATION THEORY
Incorporating Self-Determination Theory (SDT) into the Integrated Persuasion Framework's Questioning Method can powerfully illuminate a person's motivations and desires. Here's how this influential psychological theory can be woven into your interactions:
1. Respecting Autonomy: This aspect emphasizes the freedom to make choices and determine one's path. As you engage in the discovery stage, respect this autonomy. Provide space for them to express their desires and preferences, and resist imposing your agenda or preconceived notions. Ask open-ended questions that invite selfexpression: "What are the most pressing challenges you currently face?" or "How would you describe your feelings towards your current situation?"
2. Cultivating Competence: Part of your role is to frame questions that boost their sense of competence. Encourage them to share their successes, their skills, and their triumphs. Not only does this foster confidence and capability, but it also allows them to recognize their strengths and sources of self-esteem. Consider questions like, "Which accomplishments fill you with pride?" or "What unique strengths could you bring to this situation?"
3. Building Relatedness and Trust: A strong connection is pivotal in this process. Demonstrate genuine curiosity about their experiences, validate their feelings, and acknowledge their viewpoints. This encourages a sense of relatedness and trust, which is invaluable in any interaction. For example, "That sounds incredibly challenging. How did you feel when that happened?" or "It appears this issue holds great importance for you."
4. Uncovering Intrinsic and Extrinsic Motivations: Distinguish if the individual's motivations are intrinsic (stemming from internal satisfaction) or extrinsic (prompted by external rewards). Intrinsic motivation often spurs longer-lasting engagement and satisfaction. Unearth these motivations with questions like, "Which aspects of
this work provide the greatest fulfillment?" or "What rewards do you anticipate from this endeavor?"
5. Fostering Autonomous Regulation: Promoting autonomy even within the realm of extrinsic motivation is advantageous. Pose questions that enable them to pinpoint their personal reasons for pursuing an externally rewarded goal. For instance, "Beyond the financial gain, why does this goal hold importance for you?" or "How does achieving this goal align with your personal values or long-term aspirations?"
In the end, the aim is to inspire self-determination, allowing your prospect to explore their motivations, desires, and expectations openly and honestly. This approach, grounded in respect and genuine interest, forms the foundation for a successful and engaging discovery process.
4.9.2 SELF DETERMINATION THEORY (SDT) WITHIN THE DISCOVERY STAGE
Incorporating Self-Determination Theory (SDT) into the Discovery Stage of the Integrated Persuasion Framework Questioning Method is vital as it focuses on the quality of motivation and emotional wellness of the prospect, rather than just the quantity of motivation or compliance. SDT helps us uncover the prospect's inherent growth tendencies and innate psychological needs, enabling a deep understanding of their motivations, desires, and needs. This theory, which emphasizes autonomy, competence, and relatedness, ensures the sales dialogue is empathetic, individualcentered, and conducive to building trust and rapport.
Integrating SDT into the Discovery Stage enables us to ask more insightful and empowering questions, nurturing the prospect's sense of autonomy and control, fostering their feeling of competence, and enhancing their connection with us. The utilization of SDT also helps us differentiate between intrinsic and extrinsic motivations, allowing us to better align our franchise opportunity with the prospect's genuine interests and values, rather than relying solely on external incentives or pressures. This nuanced understanding of the prospect's motivations can lead to higher engagement, satisfaction, and ultimately, more robust commitment and better sales outcomes.
Overall, the use of SDT in the Discovery Stage creates an environment where the prospect feels heard, understood, and empowered, enhancing the quality of their decision-making process, and making the entire sales dialogue more fruitful and satisfying for both parties.
In the next section, we will demonstrate the methodology and how to apply it.
SECTION V: THE INTEGRATED PERSUASION FRAMEWORK (IPF) & NEPQ
So exactly what is NEPQ? Well, The Neuro Emotional Persuasion Questioning (NEPQ) methodology was developed by the founder of 7th Level Communications & Sales Trainer Jeremy Miner. NEPQ leverages human psychology and emotional intelligence to facilitate effective conversations with prospects. It serves to unearth a prospect's deepseated motivations and present your franchise opportunity as a solution, aligning neatly with the IPF principles.
5.1 UNDERSTANDING NEPQ IN LIGHT OF IPF
In tandem with IPF's principles, NEPQ's cornerstone is creating an environment where prospects feel safe and understood, setting the stage for open, meaningful dialogue. It involves active listening and asking thoughtful questions designed to evoke emotional responses, guiding prospects to perceive the value in your offering through their own reasoning. “SELLTHEVACATION,NOTTSA.
5.2 IMPLEMENTING NEPQ WITHIN THE IPF FRAMEWORK
Implementing NEPQ within the IPF framework integrates several types of questions that align with specific IPF principles across the different stages:
CONNECTION STAGE:
• VALIDATION: "It sounds like you're feeling a bit [reiterate problem]. Does that feel correct?"
o (Purpose:Validatestheprospect'sfeelingsanddemonstratesempathy.)
• CONNECTION QUESTION: "Could you tell me more about why you're considering [specific change] at this point in your [work/personal life]?"
o (Purpose:Encouragestheprospecttosharemoreabouttheirpersonal situation.)
• SMALL COMMITMENT QUESTION: "Are you open to exploring how [specific opportunity] could provide the [specific solution] you're seeking?"
o (Purpose:Getstheprospect'sagreementtocontinuetheconversation.)
” – ZACHARYCELAYA
DISCOVERY STAGE:
• MOTIVATION QUESTION: "When you think about your ideal [work/life situation], what does that look like?"
o (Purpose:Understandstheprospect'sunderlyingdesiresandgoals.)
• CORE DESIRE QUESTION: "You mentioned wanting to [specific goals]. Can you expand on what achieving that would provide for you personally?"
o (Purpose:Uncoversdeeperdesiresandvalues.)
• BASIC NEED QUESTION: "How do you feel your current role is affecting your [personal life/relationships/work-life balance]?"
o (Purpose:Identifiesunmetbasicneeds.)
ENGAGEMENT STAGE:
• SITUATION QUESTION: "Could you tell me more about your current frustrations with [specific problem]?"
o (Purpose:Understandstheprospect'scurrentsituation.)
• PROBLEM AWARENESS QUESTION: "How do you feel these [specific issues] are impacting your [work-life balance/personal life/relationships]?"
o (Purpose:Encouragestheprospecttoexpresstheirchallenges.)
• SOLUTION QUESTION: "Have you considered how [specific opportunity] might alleviate some of these issues?"
o (Purpose:Positionstheopportunityasapotentialsolution.)
• CONSEQUENCES QUESTION: "What could be the impact if these [specific challenges] continue on your current lifestyle?"
o (Purpose: Encourages the prospect to consider potential negative outcomes.)
TRANSITIONAL STAGE - MOVE FROM PROBLEM RECOGNITION TO SOLUTION CONSIDERATION:
• TRANSITION QUESTION: "Would it be helpful to explore how [specific opportunity] could offer the [specific benefits] you're looking for?"
o (Purpose:Transitionstheconversationtowardsthepresentationofthe opportunity.)
OPPORTUNITY VEHICLE PRESENTATION STAGE:
FEEDBACK/AGREEMENT: "Based on what you've shared, [specific opportunity] could provide the [specific benefits] you're seeking. Does that resonate with you?"
o (Purpose:Presentsyoursolutioninawaythatdirectlyaddressesthe prospect'sneeds,seekingtheiragreement.)
COMMITMENT STAGE (SEEK AGREEMENT TO MOVE FORWARD)
• COMMITMENT QUESTION: "What do you think about taking the next step to learn more about [specific opportunity]?"
o (Purpose:Guidestheprospecttowardsdecidingtofurtherengagewith youroffering.)
5.3 THE IPF ENHANCED QUESTIONING METHOD IN ACTION:
So, how might this look in practice? Might seem like an odd approach – to ask questions instead of ‘actively selling’ to a prospect. But the power of the IPF Enhanced Questioning Method is it takes the focus off “us” the seller, and puts it on the candidate, lowering sales resistance and providing us opportunities to engage in active listening. Here’s a quick scenario:
INVESTOR IVAN:
Meet Ivan. Ivan is a successful stock market trader in his mid-30s. After completing his master’s in finance, he worked in an investment bank for a few years before becoming a full-time trader. His strategies have led him to considerable wealth, but he's yearning for something more tangible, more real than stocks and securities. He's single and values his independence, making him flexible to take risks. After seeing the consistent performance of a few franchises in his portfolio, he's interested in the franchise model to diversify his investment approach. His interest was piqued when the franchise he owned shares surged during a market downturn, prompting him to seek direct involvement in such a venture.
Using the Integrated Persuasion Framework (IPF), let's address Investor Ivan's concerns and interests:
1. CONNECTION STAGE:
a. VALIDATION: "Ivan, it's commendable how you've harnessed the stock market to your advantage. Your interest in diversifying with a tangible business such as a franchise is intriguing."
•
b. CONNECTION QUESTION (CQ): "Could you share more about the moment when you started contemplating owning a franchise business? Was there a particular event or insight?"
c. SMALL COMMITMENT QUESTION (SCQ): "Woulditfeelfairto dive deeper into what you envision this change would look like, to better understand how franchising could fulfill your aspirations?"
i. Franchise sellers hack: Instead of saying: “Does it sound fair?” ask “DoesitFEELFair?”
2. DISCOVERY STAGE:
a. MOTIVATION QUESTION (MQ): "Can you describe a scenario where you imagine your role in owning and operating a franchise? What about this scenario is appealing to you?"
b. CORE DESIRE QUESTIONS (CDQ): "You've achieved great success as a trader. What different sense of accomplishment or fulfillment are you anticipating from owning a franchise?"
c. BASIC NEED QUESTIONS (BNQ): "In your vision of owning a franchise, what aspects of your current lifestyle or work routine do you see changing? What stays the same?"
3. ENGAGEMENT STAGE:
a. SITUATION QUESTIONS (SQ): "Could you elaborate more on your current investment strategy and how owning a franchise fits into this?"
b. Problem Awareness Questions (PAQ): "What are some concerns or potential challenges you see in incorporating franchising into your portfolio?"
c. SOLUTION QUESTIONS (SOQ): "How do you see franchising providing solutions to these potential challenges?"
d. CONSEQUENCES QUESTIONS (COQ): "If you continue focusing solely on stock trading, what potential opportunities or drawbacks might you encounter?"
4. TRANSITIONAL STAGE:
a. TRANSITION QUESTIONS (TQ): "After discussing the possibilities franchising offers, how do you feel about this potential change in your investment strategy?"
5. PRESENTATION STAGE:
a. FEEDBACK/AGREEMENT (FA): "Considering the advantages of franchising, such as the tangible aspect and potential resilience against market fluctuations, does it seem like a beneficial addition to your portfolio?"
6. COMMITMENT STAGE:
a. COMMITMENT QUESTIONS (CQ): "Based on our conversation and your understanding of the franchising model, do you feel ready to take the next steps and explore potential franchising opportunities?"
How about with a completely different candidate? Let’s find out:
RETIREE RICHARD:
Meet Richard, a recently retired army officer in his early 60s. After 35 years of military service, he is ready for a new mission. He's married with three grown-up children and six grandchildren. Richard has always been a disciplined and organized individual who takes pride in service and contribution. He sees franchising to keep himself active postretirement while contributing to his community. He started considering franchising when he noticed his favorite local coffee chain was a franchise and realized he had a chance to bring one to his community.
1. CONNECTION STAGE:
a. VALIDATION: "Richard, after dedicating a lifetime to military service, your drive to find a new mission is inspiring. The idea of franchising to remain active and contribute to your community makes perfect sense."
i. PossibleAnswer: "Yes, I've always loved being active and making a difference, and I believe that I can do that by bringing a franchise to my community."
b. CONNECTION QUESTION (CQ): "Could you take a moment to share the story of when you realized that this coffee chain franchise could be your next mission?"
i. PossibleAnswer: "I've seen how well-loved this coffee chain is and how it brings people together. I think it's something that my community would appreciate and enjoy."
c. SMALL COMMITMENT QUESTION (SCQ): "May we explore further how franchising could align with your desire for continued community service and engagement in your post-retirement life?"
i. PossibleAnswer: "Absolutely, I think that would be very helpful."
2. DISCOVERY STAGE:
a. MOTIVATION QUESTION (MQ): "Picture a day in the life of a franchise owner, what excites you most about this picture?"
i. PossibleAnswer: "I want to continue making a difference in my community and keep myself active and engaged."
b. CORE DESIRE QUESTIONS (CDQ): "You've spoken about the pride you take in the service of others, of helping. How do you envision these elements manifesting in your role as a franchise owner?"
i. PossibleAnswer: "Owning a franchise would allow me to provide a valuable service to my community, while also keeping me actively involved in something I care about."
c. BASIC NEED QUESTIONS (BNQ): "As you transition from military service to retirement, what elements of your former role do you miss the most, and how do you think becoming a franchise owner might replace or complement these?"
i. POSSIBLE ANSWER: "While retirement has given me more free time, I miss the purpose and community engagement I had during my military service. I think owning a franchise would fulfill these needs."
3. ENGAGEMENT STAGE:
a. SITUATION QUESTIONS (SQ): "Could you share more about your current understanding of what owning a franchise would entail, and how this aligns with your post-retirement plans?"
i. PossibleAnswer: "I understand that it involves a significant investment and commitment, and while I'm ready for that, I do have some concerns about the risks involved."
b. PROBLEM AWARENESS QUESTIONS (PAQ): "What are some potential challenges or concerns you anticipate in making this transition from military service to franchise ownership?"
i. PossibleAnswer: "I'm concerned about the financial risks and the potential difficulties of managing a business."
c. SOLUTION QUESTIONS (SOQ): "How do you envision franchising helping you overcome these challenges and meeting your retirement goals?"
i. PossibleAnswer: "With the right support and guidance, I believe I can navigate the challenges. And owning a franchise definitely aligns with my goals of staying active and making a positive impact on my community."
d. CONSEQUENCES QUESTIONS (COQ): "If you didn't take this opportunity, what might that mean for your retirement and your desire to stay active and contribute to your community?"
i. PossibleAnswer: "If I pass on this opportunity, I'll need to find another avenue to meet my goals. I don't want to spend my retirement without purpose."
4. TRANSITIONAL STAGE:
a. TRANSITION QUESTIONS (TQ): "After considering the opportunities and challenges in franchising, how do you feel about this potential shift in your life mission?"
i. PossibleAnswer: "I think it's definitely a viable option for me, and I'm excited to learn more about it."
5. PRESENTATION STAGE:
a. FEEDBACK/AGREEMENT (FA): "From our discussion, franchising appears to offer an avenue to fulfill your desires for service, community contribution, and staying active post-retirement. Does this feel like a correct statement?
i. PossibleAnswer: "Yes, I think this could be the next mission I've been looking for."
6. COMMITMENT STAGE:
a. COMMITMENT QUESTIONS (CQ): "Given our conversation and your understanding of the franchising model, would you be open to exploring franchising opportunities further to see if there's a fit for you?"
i. PossibleAnswer: "Yes, I think I'm ready to take the next step and learn more about this franchising opportunity."
Now, not every candidate conversation will progress with this fluidity, but hopefully you can see how the IPF Enhanced Questioning Framework is a powerful tool at uncovering the candidates core desires, what is motivating them, and how we can help them achieve their dream outcome.
*Asachallenge,takethetimetoidentifywhatCoreDesires&Motivations weareuncoveringineachstage,andhowweleveragethemagainstthe
opportunityvehicle.Remember,thisisnotaboutsellingafranchise,thisis about‘selling’whatthefranchisecandoforthem.
5.4 THE IMPORTANCE OF NEPQ WITHIN THE IPF
Incorporating NEPQ within the IPF encourages prospects to internally commit to the idea of franchise ownership. It builds a relationship of trust and collaboration, essential for long-term franchise relationships. This process, being more empathetic, respectful, and effective than traditional sales methods, aligns perfectly with the IPF's ValueOriented Approach principle.
In line with the IPF's authenticity principle, remember that NEPQ is not about manipulation but understanding the prospects' motivations and presenting your franchise as a potential solution. Always approach each conversation with empathy, respect, and genuine curiosity.
SECTION VI: DETAILED SCENARIOS AND IPF APPLICATION
This section presents detailed scenarios that franchise salespeople might encounter, applying the Integrated Persuasion Framework (IPF) to guide prospects towards realizing how a franchise can meet their core desires.
6.2 SCENARIO: 12-MINUTE CALL - FIRST TOUCHPOINT
During the initial 12-minute call, the franchise salesperson is likely to encounter a prospect exploring the possibility of franchise ownership. The objective is to understand their core desires and identify if there's a potential fit.
COMMON OBJECTION: "I'M JUST EXPLORING, NOT SURE IF I'M READY."
1. Connection Stage:
a. Validation: "Absolutely, it makes a lot of sense to explore and gather information at your own pace. It's an important decision after all."
i. (Purpose:Acknowledgesandvalidatestheprospect'sdecisionto explore,demonstratingempathy.)
b. CQ: "Could you share a bit more about what interests you in franchising, and what you hope to discover during your exploration phase?"
i. (Purpose:Invitestheprospecttoexpresstheirpersonal motivations,encouragingtheconversation.)
c. SCQ: "Would you be open to going through some details about our franchising process? It may provide some useful insights for your exploration."
i. (Purpose:Seekssmallcommitmentfromtheprospecttoengage furtherintheconversation.)
2. Discovery Stage:
a. MQ: "What aspects of franchise ownership are you most drawn to, and how do they relate to what you desire in your future?"
i. (Purpose:Attemptstounderstandtheprospect'smotivationsand personalgoals.)
b. CDQ: "When you envision owning a successful franchise, what kind of personal or professional fulfillment does that bring you?"
i. (Purpose:Digsdeeperintotheprospect'scoredesiresandwhat franchiseownershipmightmeantothem.)
c. BNQ: "In your current professional role, what do you feel is missing that you hope to find in owning a franchise?"
i. (Purpose:Discoversunfulfilledneedsthatfranchiseownership couldpotentiallyaddress.)
3. Engagement Stage:
a. SQ: "What factors are you considering while evaluating your readiness for franchising?"
i. (Purpose:Explorestheprospect'scurrentconsiderations.)
b. PAQ: "Are there any specific concerns or uncertainties about franchise ownership that you feel could influence your readiness?"
i. (Purpose:Helpstheprospecttoarticulatepotentialproblemsor worries.)
c. SoQ: "If we could provide support or resources to address those concerns, do you think it could enhance your readiness for this journey?"
i. (Purpose:Proposesthefranchisingprocessasapotentialsolution totheprospect'sconcerns.)
d. CoQ: "Have you thought about the potential implications if, after this exploration, you decide not to pursue franchising?"
i. (Purpose:Encouragestheprospecttoconsiderpotential outcomes.)
4. Transitional Stage:
a. TQ: "In your exploration journey so far, what information or steps would help you feel more confident moving forward?"
i. (Purpose:Smoothlytransitionstheconversationtowardsoffering theopportunityinamoredetailedmanner.)
5. Presentation Stage:
a. FA: "Given our conversation, it seems like our franchise could provide comprehensive support for new owners, which might align with what you're looking for in your exploration. Would you agree?"
i. (Purpose:Presentstheopportunityinawaythattiesbacktothe prospect'sneeds,seekingtheiraffirmation.)
6. Commitment Stage:
a. CQ: "Based on our discussions and your exploration so far, do you feel you're ready to delve a bit deeper into our specific franchise model?"
i. (Purpose:Guidestheprospecttowardsdecidingtofurtherengage withtheopportunity.)
ADDITIONAL SCENARIO: "WHY SHOULD I CHOOSE YOUR FRANCHISE OVER OTHERS?"
1. Connection Stage:
a. Validation: "I understand your need to make the best choice. Exploring different franchises is an important step."
i. (Purpose:Validatestheprospect'sevaluativeapproachand empathizeswiththeirdecision-makingprocess.)
b. CQ: "Could you tell me about the elements that would make a franchise the perfect choice for you? Why do these aspects matter to you?"
i. (Purpose:Encouragestheprospecttosharetheircriteriafor choosingafranchise.)
c. SCQ: "Would it be useful for you if we discuss how our franchise might fit with the factors you've mentioned?"
i. (Purpose:Gainstheprospect'sagreementtocontinuethe conversationandbeginaddressingtheirspecificinterests.)
2. Discovery Stage:
a. MQ: "When thinking about owning a franchise, what images or situations come to mind? What does that ideal picture look like for you?"
i. (Purpose:Seekstounderstandtheprospect'sunderlying motivationsandtheenvisionedrealityofowningafranchise.)
b. CDQ: "You've mentioned wanting to [reflectaspectsfromConnection StageorMotivationQuestion].Could you tell me more about why these aspects are important to you, and what achieving them would mean to you personally?"
i. (Purpose:Seekstounderstandtheunderlyingdesiresorcore motivationsdrivingtheirinterest.)
c. BNQ: "How do you envision your life changing with the ownership of a franchise that aligns with your needs?"
i. (Purpose:Aimstounderstandtheprospect'sexpectationsofbasic needsbeingmetthroughfranchiseownership.)
3. Engagement Stage:
a. SQ: "Could you share any specific elements about our franchise that have caught your attention or resonated with you during your evaluation?"
i. (Purpose:Encouragestheprospecttoexpressanypositive perceptionstheyhaveaboutthefranchise.)
b. PAQ: "Are there any areas of concern or hesitation you have regarding our franchise? How do these aspects influence your feelings about our franchise?"
i. (Purpose: Facilitates the prospect in expressing their concerns, allowing for better understanding and potential mitigation.)
c. SoQ: "Have you considered how our franchise could potentially align with your ideal picture that you shared earlier?"
i. (Purpose:Seekstopositionthefranchiseasasolutionthataligns withtheirmotivationsanddesires.)
d. CoQ: "If you were to choose a franchise that doesn't quite fit with your vision, how might that impact your goals and aspirations?"
i. (Purpose:Encouragestheprospecttoconsiderpotentialnegative outcomes.)
4. Transitional Stage:
a. "What additional information could support you in determining how well our franchise aligns with your vision and goals?"
i. (Purpose:Aimstofacilitatethetransitiontothepresentationofthe franchiseopportunitybyidentifyinganygapsininformation.)
5. Presentation Stage:
a. FA: "Given the factors and aspirations you've shared, our franchise offers unique advantages such as comprehensive support, a strong brand reputation, and a proven business model. Do these elements resonate with your vision?"
i. (Purpose:Presentsthefranchiseinawaythatdirectlyaddresses theprospect'sneedsandaspirations,seekingtheiragreement.)
6. Commitment Stage:
a. CQ: "Considering the information shared and your ongoing evaluation, how do you see our franchise fitting into your vision? Is there anything else you'd like us to cover or clarify?"
i. (Purpose:Guidestheprospecttowardsdecidingtofurtherengage withthefranchise.)
6.3 SCENARIO: DISCOVERY CALL - DIGGING DEEPER
During the discovery call, the salesperson delves deeper into the prospect's motivations and concerns. If one were to Pick a stage from IPF that best aligns with this stage in that Franchise Discovery Process, it would be “Discovery Stage.” This is where we find out their true “why” not their surface level “why” that old, tired, SPIN, Consultative selling does not do a great job uncovering. In this new era of customer, we must become new era Salespeople. The same tactics that worked in the 80’s and 90’s, aren’t as effective as they used to be – remember, if consumers are constantly inundated with surface level, vapid marketing – and we sell surface level by asking surface level questions, you’re going to get surface level answers and be treated like every surface level salesperson.
COMMON OBJECTION: "I'M CONCERNED ABOUT FINANCIAL COMMITMENT."
Here, the IPF approach is applied:
1. Connection Stage:
a. Validation: "It's completely valid to be mindful of the financial commitment involved. Major decisions like this should be well thought out."
i. (Purpose: Acknowledges and validates the prospect's concerns, demonstrating empathy.)
b. CQ: "Could you share more about what concerns you when it comes to the financial commitment involved in owning a franchise?"
i. (Purpose: Invites the prospect to express their personal concerns, encouraging the conversation.)
c. SCQ: "Would you find it useful if we delve into the financial aspects and potential options related to our franchising model?"
i. (Purpose: Seeks small commitment from the prospect to engage further in the conversation.)
2. Discovery Stage:
a. Motivation Question (MQ): "What motivates you to consider franchising, despite the financial commitment it entails? How does this decision tie into your personal or professional goals?"
i. (Purpose: Attempts to understand the prospect's motivations and personal goals.)
b. CDQ: "How does the potential of financial growth through franchising align with your broader aspirations for financial security and independence?"
i. (Purpose: Digs deeper into the prospect's core desires related to financial growth.)
c. BNQ: "Could you share how well your current financial situation is catering to your needs and future financial aspirations?"
i. (Purpose: Discovers unmet needs that franchise ownership could potentially address.)
3. Engagement Stage:
a. Situation Question (SQ): "Could you describe your current financial situation and the financial outcomes you hope to achieve through owning a franchise?"
i. (Purpose: Explores the prospect's current situation and expected outcomes.)
b. PAQ: "Are there any particular challenges or uncertainties you anticipate with the financial commitment associated with franchise ownership?"
i. (Purpose: Helps the prospect to articulate potential problems or worries.)
c. SoQ: "If we look at the potential financial growth and risks involved, how do you see owning a franchise fitting into your financial plans?"
i. (Purpose: Proposes the franchising opportunity as a potential solution to the prospect's financial aspirations.)
d. CoQ: "Have you thought about the potential implications if your financial concerns prevent you from pursuing a franchising opportunity?"
i. (Purpose: Encourages the prospect to consider potential outcomes.)
4. Transitional Stage:
a. Transition Question (TQ): "Considering our discussions, would it be helpful to go more in-depth into our franchise model, particularly focusing on the financial aspects and the support we offer to our franchisees?"
i. (Purpose: Smoothly transitions the conversation towards offering the opportunity in a more detailed manner.)
5. Presentation Stage:
a. Feedback/Agreement (FA): "Our franchise model provides considerable support to franchisees, including resources for financial
planning and management. How do you feel this might address your financial concerns?"
i. (Purpose: Presents the opportunity in a way that ties back to the prospect's needs, seeking their affirmation.)
6. Commitment Stage:
a. Commitment Question (CQ): "Considering our discussions about the financial aspects and your understanding of our franchising model, do you feel prepared to explore this opportunity further?"
i. (Purpose: Guides the prospect towards deciding to further engage with the opportunity.)
ADDITIONAL SCENARIO: "I'M CONCERNED I DON'T HAVE ENOUGH EXPERIENCE IN THIS INDUSTRY."
In response to this scenario, the IPF approach can be tailored as follows: (Payclose attentiontotheDiscoveryPhase–thesearemillion-dollarquestions!)
1. Connection Stage:
a. Validation: "That's a valid concern. Experience can be beneficial, but it's not the only factor that determines success in franchising."
b. Connection Question (CQ): "Could you share more about your apprehensions concerning your industry experience?"
c. Small Commitment Question (SCQ): "Would you be open to exploring how our franchise provides support and training to those new to the industry?"
2. Discovery Stage:
a. Motivation Question (MQ): "Despite your concern about experience, something attracted you to this industry. Could you share what aspects of this industry you find most appealing or exciting? How does it resonate with your personal aspirations?"
i. (Purpose: Identifies the prospect's motivations and personal goals.)
b. CDQ: "Imagine a scenario where you have become well-versed in this industry through owning a franchise. How would this accomplishment align with these goals?
i. (Purpose: Helps the prospect visualize success and how it aligns with their core desires.)
c. BNQ: "Currently, are there aspects of your professional life where you feel you aren't challenged enough? Do you see the potential of addressing these through diving into a new industry?"
i. (Purpose: Reveals unmet needs that could potentially be addressed by franchise ownership.)
3. Engagement Stage:
a. Situation Question (SQ): "Could you describe your current level of experience in this industry and any transferable skills you might have?"
b. Problem Awareness Question (PAQ): "What specific areas do you think you need more knowledge or support in?"
c. Solution Question (SoQ): "Given the training and support we provide, how do you envision yourself managing a franchise in this industry?"
d. Consequences Question (CoQ): "If your perceived lack of industry experience remains a barrier, what impact might that have on your overall goals?"
4. Transitional Stage:
a. Transition Question (TQ): "Considering the training and support we provide, would you feel confident about bridging any gaps in your industry experience?"
5. Presentation Stage:
a. Feedback/Agreement (FA): "Our franchise provides comprehensive training and ongoing support to equip you with the necessary industry knowledge. Does this align with your expectations?"
6. Commitment Stage:
a. Commitment Question (CQ): "Given our discussions and your understanding of the training and support we provide; do you feel it makes sense to further explore the opportunity, or *howelsewould youliketoproceed?
*FranchiseSellersSecret:Asking the candidate “How else would you like to proceed” speaks to their Autonomy of Decision Making, which is vital to the tenants of Self-Determination theory. Inviting your candidate to be part of the decision-making process lowers sales resistance, and makes getting the commitment a mutual decision, not just “your” decision.
6.4 SCENARIO: MARKETING SUPPORT & TERRITORY REVIEW - VALIDATING THE OPPORTUNITY
In this stage, the prospect needs reassurance about the marketing support and territory they'll receive.
COMMON OBJECTION: "I'M CONCERNED ABOUT THE COMPETITION IN MY DESIRED TERRITORY."
An IPF approach can address this concern:
1. Connection Stage:
a. Validation: "Your concern about the competitive landscape is valid. Understanding your competition is a crucial part of running a successful franchise."
b. Connection Question (CQ): "Can you share more about your specific concerns related to competition in your desired territory?"
c. Small Commitment Question (SCQ): "Would it be helpful if we delved into a more detailed analysis of the competition in your chosen territory?"
2. Discovery Stage:
a. Motivation Question (MQ): "What motivates you to start a franchise in this particular territory despite the competition?"
b. Core Desire Question (CDQ): "In terms of standing out in a competitive landscape, how do you see owning a franchise fulfilling your core desires of business success?"
c. Basic Need Question (BNQ): "How do you feel your current business or professional experience prepares you for competitive challenges?"
3. Engagement Stage:
a. Situation Question (SQ): "How do you envision your franchise standing out in this territory, and what unique offerings do you think you can bring?"
b. Problem Awareness Question (PAQ): "Are there specific competitors in your territory that you're particularly concerned about?"
c. Solution Question (SoQ): "Given our discussion about the competitive landscape, how do you see our franchise support enhancing your competitive edge?"
d. Consequences Question (CoQ): "If competition remains a concern, what do you think might be the potential impact on your business goals?"
4. Transitional Stage:
a. Transition Question (TQ): "Would it be helpful to explore further how our franchise model can support you in dealing with competition in your desired territory?"
5. Presentation Stage:
a. Feedback/Agreement (FA): "We provide extensive market analysis, competitive insights, and strategic planning support to our franchisees. Does this align with your expectations?"
6. Commitment Stage:
a. Commitment Question (CQ): "Based on our discussions and your understanding of our franchise model, are you ready to take the next step in your franchising journey?"
ADDITIONAL SCENARIO: "I'M WORRIED ABOUT THE CURRENT ECONOMIC CLIMATE."
1. Connection Stage:
a. Validation: "It's normal and prudent to be concerned about economic conditions when considering a new business venture. Your worries are completely valid."
b. Connection Question (CQ): "Could you tell me more about your specific concerns regarding the current economic climate?"
c. Small Commitment Question (SCQ): "Can we discuss how our franchise has navigated similar economic conditions in the past? Would that be helpful?"
2. Discovery Stage:
a. Motivation Question (MQ): "Despite the current economic climate, what drives your desire to start a franchise now?"
b. Core Desire Question (CDQ): "In terms of stability and resilience, how do you believe owning a franchise could help fulfill these core desires in an unpredictable economy?"
c. Basic Need Question (BNQ): "How do you perceive the current economic conditions affecting your basic needs and long-term financial goals?"
3. Engagement Stage:
a. Situation Question (SQ): "How do you perceive the current economic conditions impacting your potential franchise?"
b. Problem Awareness Question (PAQ): "What type of information or support would you need to feel more comfortable about starting a franchise in the current economic climate?"
c. Solution Question (SoQ): "Given our discussion about the economy and our franchise's proven resilience, how do you feel about this opportunity?"
d. Consequences Question (CoQ): "If economic uncertainty remains a barrier, what do you think might be the potential impact on your future goals?"
4. Transitional Stage:
a. Transition Question (TQ): "How about we schedule a more detailed discussion about how our business model is designed to weather different economic conditions? Would that be helpful?"
5. Presentation Stage:
a. Feedback/Agreement (FA): "Our franchise model is designed to be robust and flexible, and we provide extensive support to our franchisees to navigate economic ups and downs. Does this align with your expectations?"
6. Commitment Stage:
a. Commitment Question (CQ): "Based on our discussions and your understanding of our franchise model and its resilience, do you feel ready to take the next step?"
Let’s see it in action with someone who might not have the confidence in their skills:
ANOTHER SCENARIO – I’M CONCERNED I DON’T HAVE THE RIGHT SKILLS TO MARKET MY FRANCHISE:
This specific scenario, although uncommon, is important in demonstrating the power of the IPF Enhanced Questioning Methodology. Empathizing with the candidate is the first step – from there, we aren’t battling objection for objection, or value stacking to ‘sell’ the candidate. We are encouraging the candidate to ‘Self-Convince’ by asking the right questions, that allows the candidate to convince themselves that they dohave the right skills to market their franchise, and that we are the team to equip him with the right success drivers to perform well. Let’s take a closer look:
1. Connection Stage:
a. Validation: "Your concern about marketing skills is understandable. Marketing is a critical component of running a franchise, but it's a skill that can be learned."
b. Connection Question (CQ): "Could you share more about the marketing skills you believe you might lack?"
c. Small Commitment Question (SCQ): "Would it be useful if we discussed our marketing support and resources in more detail?"
2. Discovery Stage:
a. Motivation Question (MQ): "What motivates you to consider owning a franchise, knowing that marketing will be part of the responsibilities?"
b. Core Desire Question (CDQ): "In terms of being successful and reaching a larger audience, how do you see the development of marketing skills contributing to these core desires?"
c. Basic Need Question (BNQ): "In what ways do you see your current skillset supporting your basic needs to achieve business success and personal growth?"
3. Engagement Stage:
a. Situation Question (SQ): "How do you currently approach marketing within your professional role or existing business?"
b. Problem Awareness Question (PAQ): "What specific areas of marketing do you feel you need more support in?"
c. Solution Question (SoQ): "Given the marketing support we provide, how do you see yourself effectively promoting your franchise?"
d. Consequences Question (CoQ): "If lack of marketing skills remains a barrier, what impact might that have on your overall goals?"
4. Transitional Stage:
a. Transition Question (TQ): "How about we explore further how our franchise model supports you in marketing and promotes success in your franchise?"
5. Presentation Stage:
a. Feedback/Agreement (FA): "Our franchise offers extensive marketing training and resources to support your success. Does this meet your expectations?"
6. Commitment Stage:
a. Commitment Question (CQ): "Given our discussions and the resources available, do you feel prepared to take the next step in your franchising journey?"
6.5 SCENARIO: VALIDATION / FDD REVIEW - GETTING SERIOUS
During the validation and FDD review stage, the prospect may have questions about the investment and potential ROI.
COMMON OBJECTION: "THE INITIAL INVESTMENT SEEMS HIGH, AND I'M NOT SURE ABOUT THE ROI."
1. Connection Stage:
a. Validation: "It's perfectly understandable to be mindful of the initial investment and the expected ROI. It's a significant decision, and it's important to feel confident about it."
b. CQ: "Could you share more about what you're seeking in terms of an ideal investment and ROI? What outcomes or feelings are associated with those expectations?"
c. SCQ: "Would it be helpful if we went through a detailed explanation of the potential investment, anticipated returns, and real-life case studies from our franchise network?"
2. Discovery Stage:
a. MQ: "Despite your concern about the initial investment, there's something about franchising that caught your interest. Could you tell me more about what you find appealing or inspiring about owning a franchise? How does it connect to your life goals?"
b. CDQ: "Imagine a situation where your investment in a franchise has resulted in a healthy ROI. How would this scenario align with your deeper aspirations for financial security or prosperity?"
c. BNQ: "How well do you feel your current investments or career paths are meeting your needs for financial stability, personal growth, or autonomy? Could owning a franchise help to address these needs?"
3. Engagement Stage:
a. SQ: "Could you tell me more about your current approach towards financial investments? How do you balance potential risks with the potential for personal and financial growth?"
b. PAQ: "What uncertainties or challenges do you foresee in investing a significant amount into a franchise? How might these impact your financial and personal goals?"
c. SoQ: "Based on our franchise's track record and the potential for personal and financial growth it offers, how do you view this investment opportunity?"
d. CoQ: "If you decide against making this investment due to the initial cost, how might that affect your financial aspirations and the emotions connected to that decision?"
4. Transitional Stage:
a. TQ: "Given our conversation, would you find it useful if we explored more about our successful franchisees' experiences, particularly focusing on their initial investment and achieved ROI?"
5. Presentation Stage:
a. FA: "Based on our franchisees' experiences, our franchise model has consistently provided rewarding ROI, despite the upfront investment. How does this align with your expectations and feelings towards making a potentially satisfying business investment?"
6. Commitment Stage:
a. CQ: "Given our discussions and your understanding of the investment and potential ROI with our franchise, does it feel fair to further explore how we might be able to help you achieve your goals through business ownership?
ADDITIONAL SCENARIO: "I'M CONCERNED ABOUT THE RISKS INVOLVED IN OWNING A FRANCHISE."
1. Connection Stage:
a. Validation: "Your concern about potential risks is completely normal. Every business venture comes with its own set of risks."
b. CQ: "Can you share more about the specific risks that are causing you concern? How do these risks impact your decision-making process?"
c. SCQ: "Would it be helpful if we discussed the potential risks and how our franchise model helps mitigate them?"
2. Discovery Stage:
a. MQ: "What motivates you to consider franchising, knowing the risks involved in owning a business?"
b. CDQ: "How do you envision managing these risks to ensure they don't interfere with your core desires for business success and stability?"
c. BNQ: "How do the potential risks impact your sense of security and peace of mind in starting a franchise?"
3. Engagement Stage:
a. SQ: "On a scale of 1-10, how would you rate your comfort level with these perceived risks? How does this rating resonate with your feelings towards owning a franchise?"
b. PAQ: "What type of support or information would you need to feel more comfortable about the potential risks involved in owning a franchise?"
c. SoQ: "Given our risk management strategies and support, how would that change your perspective towards owning a franchise?"
d. CoQ: "If risk remains a concern, how might that impact your future business plans and feelings associated with that?"
4. Transitional Stage:
a. TQ: "Would it be beneficial to explore further how our franchise model is designed to manage and mitigate these risks?"
5. Presentation Stage:
a. FA: "Our franchise offers extensive risk management support and training to our franchisees. Does this align with your expectations?"
6. Commitment Stage:
a. CQ: "Given our discussions about risk management, are you ready to take the next step in your franchising journey?"
Remember, the goal is to empathize with their concerns, offer reassurances where possible, and guide them towards a more positive understanding of the franchise model.
6.6 SCENARIO: MEET THE TEAM / DISCOVERY DAY INVITE - FINAL CONSIDERATION
In the final stages, when you're inviting them to meet the team or attend a Discovery Day, they may feel overwhelmed with the decision ahead.
COMMON OBJECTION: "IT'S A BIG DECISION, AND I FEEL OVERWHELMED."
1. Connection Stage:
a. Validation: "Absolutely, it's a significant decision, and it's natural to feel overwhelmed. We're here to support you through this."
b. CQ: "Can you share more about what's making you feel overwhelmed? How do these aspects influence your feelings?"
c. SCQ: "Would more clarity on certain aspects of our franchise help in alleviating some of the overwhelm?"
2. Discovery Stage:
a. MQ: "What motivates you towards this significant decision despite the feelings of being overwhelmed?"
b. CDQ: "What factors do you think would most contribute to your decisionmaking process aligning with your deeper aspirations?"
c. BNQ: "What expectations do you have from your current situation that give you comfort? Do you feel the franchise can offer the same sense of comfort, or is it fair to say this comfort only exists in your current situation?
3. Engagement Stage:
a. SQ: "What kind of assistance or information would you require to make this decision less daunting?"
b. PAQ: "What aspects of the franchise and our team have you found most appealing so far? How do these aspects contribute to your peace of mind?"
c. SoQ: "Would meeting the team or attending a Discovery Day help ease your feelings of overwhelm and make the decision process more manageable?"
d. CoQ: "If you delay this decision due to feeling overwhelmed, how might that impact your personal and business plans?"
4. Transitional Stage:
a. TQ: "Would you be open to a more detailed conversation about the franchise, where we can address your concerns and reduce the sense of being overwhelmed?"
5. Presentation Stage:
a. FA: "Our franchise offers a supportive environment and a proven business model. Do these factors align with your expectations and help ease your overwhelm?"
6. Commitment Stage:
a. CQ: "Given our discussions and the support we've outlined, do you feel ready to proceed with the decision, or are there more areas you'd like us to cover?"
ADDITIONAL SCENARIO: "I'M CONCERNED ABOUT WHETHER I WOULD FIT IN WITH THE TEAM."
1. Connection Stage:
a. Validation: "That's a very valid concern. Being part of a team where you feel comfortable is incredibly important."
b. CQ: "Could you share more about your concerns related to fitting in with the team? How does this influence your emotions?"
c. SCQ: "Would meeting with some team members and getting to know them personally help alleviate these concerns?"
2. Discovery Stage:
a. MQ: "What motivates you to be part of a team where you feel you fit in well?"
b. CDQ: "How do you envision the ideal team dynamics that align with your core desires for a fulfilling work environment?"
c. BNQ: "What are the basic values or attributes you're looking for in a team to feel that you fit in?"
3. Engagement Stage:
a. SQ: "On a scale of 1-10, how important is it for you to feel a sense of belonging within a team? How does this impact your feelings about joining a franchise?"
b. PAQ: "How might meeting the team and experiencing their interactions change your perspective about fitting in?"
c. SoQ: "If we could arrange a meeting with the team, do you think that would help ease your concerns about fitting in? How would that affect your decision?"
d. CoQ: "If your concerns about fitting in remain, how might that impact your decision and your emotional state about this opportunity?"
4. Transitional Stage:
a. TQ: "Would you be open to meeting with our team to gain a better understanding of our dynamics and culture?"
5. Presentation Stage:
a. FA: "Our team values inclusivity and support. We strive to make all members feel welcome and a part of our franchise family. Does this align with your expectations of a fitting team culture?"
6. Commitment Stage:
a. CQ: "Given our discussions and the opportunity to interact with our team, do you feel more comfortable about the team fit?"
SECTION VIII: THE FDD AND HOW TO PRESENT:
8.1: INTRODUCTION
Imagine you’re embarking on an exciting road trip called "franchising." Your constant companion and guide for this journey? The Franchise Disclosure Document (FDD). Crafted under the watchful eyes of the Federal Trade Commission, the FDD gives you a clear roadmap to navigate the franchise landscape. Think of the FDD as your personal sat-nav, filled with waypoints that lead to an enriching franchise experience with Homefront Brands.
8.2: THE FDD: YOUR COMPASS AND COMPANION
At Homefront Brands, the FDD is more than a mandated document. It's the DNA of our franchise system, embodying our commitment to uniform standards, top-notch service, and preserving the brand identity that we've meticulously cultivated. As an aspiring franchisee, we want you to feel the warmth of being part of a family that cherishes transparency, trust, and success. The FDD is the emblem of this spirit.
8.3: THE FDD: A BEACON FOR THE FRANCHISEE
WHAT SELLERS NEED TO KNOW:
For a potential franchisee, the FDD is your flashlight, illuminating your journey to franchise ownership. It's your shield, protecting your interests and serving as a detailed map of the franchise territory.
The FDD opens a window into the franchisor's financial stability a crucial metric for evaluating the potential risks and rewards of your investment. It's your guide to the financial commitments involved, presenting you with a detailed breakdown of costs and fees.
Moreover, the FDD clearly lays out the franchise agreement's terms and conditions, including the franchisor's proprietary rights, your operational guidelines, and more. It's your guidebook to understanding your role and how to thrive as a franchise owner.
The FDD also gives you a sneak peek into the support and training provisions of the franchisor, offering insights into the resources at your disposal. It talks about territory rights, marketing support, and other vital facets of running the franchise.
Finally, the FDD is your networking tool, offering a list of current and past franchisees. These contacts are invaluable resources for validating the franchise opportunity and gaining first-hand insights into the franchisor’s support and the profitability of the franchise.
In summary, it’s important to remember that this is not a document that we should be intimidated by. For a potential franchisee, the FDD serves as your guiding light, shielding your interests, and presenting you with a well-marked trail towards franchise ownership. Picture it as a time machine, giving you insights into Homefront Brands' past, present, and future, a testament to our stability and longevity.
SELLER FOCUS: ADJUSTING MINDSET
As Franchise Sellers, Guides, Coaches & Trusted Advisors, it’s important that you put yourself in the correct mental state before you begin your FDD review.
Remember, the power of the IPF Methodology is that it relies on strategic questioning, designed specifically to uncover the candidates: Core Desires, Six Basic Needs, Dream Outcome; so that we can align the franchise as the opportunity vehicle that serves as the solution for their problem, and bridges the gap between current state and their Dream Outcome.
Rather than telling prospects about the value of the FDD, guide them towards understanding its importance. Ask questions such as, "What would it mean to you to
have a full understanding of the business you're investing in?" or "How might understanding the franchisor's financial stability affect your investment decision?"
Start the conversation by setting the context: "The Franchise Disclosure Document (FDD) provides a detailed picture of our franchise opportunity. It's meant to give you all the information you need to make an informed decision about this investment."
Instead of stating its benefits outright, facilitate self-discovery through questions:
1. "What aspects of a business would you like to understand better before investing?"
2. "How valuable would it be for you to have insights into our company's financial stability before investing?"
3. "What value do you think a detailed understanding of costs and fees can bring to your investment planning?"
These types of questions guide the prospect to realize the value of the FDD themselves. It will lead them to appreciate the comprehensive nature of the document and the transparency it brings.
8.4: THE ART OF FDD PRESENTATION
Lead the presentation of the FDD by asking insightful questions that will allow prospects to discover the value themselves. Instead of telling them the benefits of the FDD, ask questions like, "What benefits can you see in having a clear understanding of your territorial rights?" or "How might having operational guidelines contribute to your success?"
Begin by setting the stage: "Our FDD is designed to provide full transparency about our franchise opportunity. We'll walk through it together so you can understand all the essential components."
Adopt a question-led approach throughout the presentation. For example:
1. When discussing franchise fees and costs (Item 5 & 7), ask: "How can understanding the detailed breakdown of initial investment costs help you in planning your financials?"
2. When discussing territorial rights (Item 12), ask: "What value do you see in having exclusive rights to operate within a certain area?"
3. When discussing our obligations to you (Item 11), ask: "How important is it to you that we provide ongoing assistance like training and support to ensure your franchise’s success?"
Remember, the goal is to have the prospect discover the value and importance of each item in the FDD on their own. It creates a more engaging and impactful learning experience, enabling them to fully understand and appreciate what the FDD offers.
8.4.1: THE NEPQ BRUSHSTROKES IN FDD PRESENTATION
1. Franchisor'sStory(Item1): Paint the success story of Homefront Brands. Stir emotions of trust, inspire the desire for success, and kindle a sense of connection. Ask: "What kind of legacy do you want to be a part of?"
2. InitialInvestment(Item7): Transparency is your color here. Invite the candidate to visualize the ROI landscape. Probe: "Can you see how your investment will seed your growth in this family?"
3. Territory(Item12): Highlight the exclusive territories, connecting it to their desire for significance. Ask: "How important is having your own exclusive territory to you?"
4. FinancialPerformance(Item19): Use the brush of realism here. Remind them that success is a blend of effort, dedication, and favorable conditions. Ask: "What are your financial aspirations, and how committed are you to achieving them?"
5. ListofOutlets(Item20): Frame this in the context of community growth and networking opportunities. Inquire: "How do you see yourself benefiting from being part of our franchise network?"
6. FinancialStatements(Item21): Use this to reinforce trust in Homefront Brands' stability. Pose: "How much does financial stability factor into your choice of a franchisor?"
8.4.2: BREAKDOWN OF KEY ITEMS FOR CANDIDATES TO PAY ATTENTION TO
When discussing each item, guide the franchisee towards understanding its value. For example, with Item 7: Initial Investment, ask questions like, "How would having a detailed list of potential costs benefit you in planning your investment?"
This section should be a deep dive into the key items in the FDD that franchisees should be aware of. Instead of merely stating what each item is, use questions to guide
prospects to understand the importance and relevance of each one. Before we discuss how to present them, here is a quick overview of the Key Items Candidates Should Pay Attention to:
1. Item 1: The Franchisor, its Predecessors, and Affiliates: Take this as an opportunity to share the compelling story of Homefront Brands, and key players involved. You’re not merely stating facts, you’re presenting a track record of success and credibility. This can instill confidence in the candidate about the reliability of the franchisor. Remember to tie this to the candidate’s desire for success and certainty.
2. Item 7: Initial Investment: This item breaks down the estimated initial investment, an opportunity to display transparency and honesty. Use this to guide the candidate to understand what they will be investing in - from the franchise fee to initial inventory. Link this to their core need for financial growth and security, and their desire for certainty and fairness.
3. Item 12: Territory: Highlight the value of exclusive territories to the franchisee, such as market dominance and full advantage of their marketing efforts. Here, emphasize on the core desire for power and control and the basic need for significance.
4. Item 19: Financial Performance Representations: If any representations are made, use them to provide a realistic view of what the candidate might expect to earn. Tie this to their basic need for certainty and the desire for financial growth. Remind them, however, their success will depend on their effort and market conditions.
5. Item 20: List of Outlets: A chance to emphasize the success of existing franchises, and discuss any closures or transfers in an honest light. Frame this in a way that fuels their desires for growth and connection within a successful community.
6. Item 21: Financial Statements: Highlight the franchisor's financial health as proof of stability and their ability to support the franchise system. Link this back to their core desire for certainty and security.
Now that you understand these Key Items, Let’s discuss how we can use the IPF Enhanced Questioning Method to:
1. Identify how important these items are to the candidate.
2. Uncover concerns that they might have about these Items, or other Items in the FDD
For example:
1. Item 1: The Franchisor, its Predecessors, and Affiliates
• Question: "How would knowing the history and background of Homefront Brands help you trust the reliability of our franchise?"
2. Item 7: Initial Investment
• Question: "How can a detailed breakdown of initial investment costs, from franchise fee to leasehold improvements, and initial inventory, aid in your financial planning?"
3. Item 12: Territory
• Question: "In what ways can exclusive territory rights safeguard your business and maximize the impact of your marketing efforts?"
1. FranchiseSellersHiddenSecret:BuildthevalueoftheFDD byattachingittothecandidate’sfranchiseterritory.
Get the picture? Even though we understand the importance of Franchise Disclosure Document, it can seem daunting and overwhelming to the candidate.
Through following the IPF Methodology, you will be able to position the FDD to feel as common and routine as accepting the EULA for a new iOS update. (Whichismuch scarierthanaFranchiseAgreement;Haveyoureadoneofthose?)
8.5: MASTERING FRANCHISEE QUESTIONS WITH NEPQ
Using the NEPQ methodology, connect your answers to their emotions, desires, and needs. Be their guide, not a lecturer. For instance:
1. "Why are there so many rules and regulations?"
a. Answer: "Imagine you’re a customer – wouldn’t you love to get the same outstanding service and product quality at every outlet of your favorite brand? That's what these guidelines ensure.
b. Transition into your first connection question:
i. How important is consistency to you in a business?
Let's look at an example where a franchisee asks, "What kind of support will I receive?"
EXAMPLE 1:
CONNECTION STAGE:
• Validation: "That's a crucial concern, and I'm glad you asked about it."
o (Purpose: To establish respect and indicate understanding)
• CQ: "Could you share what kind of support you think you'll need the most?"
o (Purpose: To get insight into their unique needs)
• SCQ: "Do you think having a support system will affect your ability to succeed?"
o (Purpose: To engage them and make them reflect on the importance of support)
DISCOVERY STAGE:
• MQ: "Why is having support important to you?"
o (Purpose: To uncover their underlying motivations)
• CDQ: "What does a successful support system look like to you?"
o (Purpose: To understand their expectations and desires)
• BNQ: "How does having a robust support system align with your goals for this franchise?"
o (Purpose: To ensure your offering aligns with their fundamental needs)
ENGAGEMENT STAGE:
• SQ: "What has been your experience with support in any past business ventures?"
o (Purpose: To understand their background and any preconceived notions)
• PAQ: "Are there any concerns or issues you anticipate needing help with?"
o (Purpose: To prompt them to acknowledge potential challenges)
• SoQ & CoQ: "Can you imagine how our support can help you overcome those challenges? What might happen if those issues aren't addressed?"
o (Purpose: To show the value of your solution and potential risks of not addressing the issue)
TRANSITIONAL STAGE:
• TQ: "Shall we discuss the various ways we provide support to our franchisees?"
o (Purpose: To transition into presenting your solution)
PRESENTATION STAGE:
• FA: "Does our support system align with your needs and expectations?"
o (Purpose: To seek agreement and further engagement)
COMMITMENT STAGE:
• CQ: "Are you ready to explore more about our support system?"
o (Purpose: To encourage a decision and commitment)
EXAMPLE 2: THE FRANCHISEE ASKS, "WHY ARE THERE SO MANY RULES AND REGULATIONS?"
CONNECTION STAGE:
• Validation: "That's an insightful question. It's crucial to understand the purpose of these guidelines."
• CQ: "Can you tell me more about your concerns with these rules and regulations?"
• SCQ: "Do you think having standards can affect the consistency of service or product quality?"
DISCOVERY STAGE:
• MQ: "What motivates you to ask this question? Is it flexibility, autonomy, or something else?"
• CDQ: "How important is freedom in conducting business for you?"
• BNQ: "If these rules ensure the brand's reputation and your business's success, would they be a worthwhile trade-off?"
ENGAGEMENT STAGE:
• SQ: "How do you see these rules impacting your day-to-day operations?"
• PAQ: "What potential problems do you foresee if you adhere to these regulations?"
• SoQ & CoQ: "Can you envision how these guidelines might contribute to the overall brand consistency, leading to customer trust and potentially increased business? What could be the downside if the standards weren't upheld?"
TRANSITIONAL STAGE:
• TQ: "Shall we discuss how other franchisees have successfully navigated these rules and found success?"
PRESENTATION STAGE:
• FA: "Do you see how these rules and regulations play a critical role in maintaining consistency and quality across all franchises?"
COMMITMENT STAGE:
• CQ: "Are you ready to learn more about how we can support you in implementing these guidelines?"
8.6: MASTERING FRANCHISEE QUESTIONS WITH NEPQ
Remember, objections are not roadblocks; they are detours guiding you towards their needs and desires. The NEPQ methodology is your roadmap here. For example, if they say, "The FDD is too overwhelming," empathize and respond, "I understand your feelings. How about we break it down together and focus on parts that are most important to you?"
Let's consider an example where a franchisee objects, "The royalty fees are too high."
EXAMPLE 1:
CONNECTION STAGE:
• Validation: "I appreciate your honesty, and it's important to consider all costs."
(Purpose: To validate their concern and create an open conversation)
• CQ: "Can you share more about your concerns regarding the royalty fees?"
(Purpose: To gain more context and understand their viewpoint)
o SCQ: "Do you think the value provided by the brand might justify these fees?" (Purpose: To engage them in evaluating the cost-benefit scenario)
DISCOVERY STAGE:
• MQ: "What are your expectations regarding the fees and return on investment?"
(Purpose: To understand their financial motivations and expectations)
• CDQ: "How much does financial success factor into your decision to purchase this franchise?" (Purpose: To tap into their core desires)
• BNQ: "Would a comprehensive breakdown of costs and potential earnings help align this investment with your financial goals?" (Purpose: To propose a solution that satisfies their fundamental needs)
ENGAGEMENT STAGE:
• SQ: "What are your current perceptions of the cost versus the potential return in franchising?" (Purpose: To understand their perspective)
• PAQ: "What challenges do you foresee with the current royalty fee structure?"
(Purpose: To bring their concerns to the surface)
• SoQ & CoQ: "Can you envision how the brand value, support, and potential earnings can balance out these fees? What might be the implications of opting for a cheaper
but less supportive franchise?" (Purpose: To show them the benefits of your offering and the potential pitfalls of cheaper alternatives)
TRANSITIONAL STAGE:
• TQ: "How about we look at some success stories and financial breakdowns to better understand the potential return on your investment?" (Purpose: To shift focus to your solution)
PRESENTATION STAGE:
• FA: "Does this breakdown help you see the value versus the cost of our franchise?" (Purpose: To seek agreement and engagement)
COMMITMENT STAGE:
• CQ: "Are you ready to further examine the potential financial success with our franchise?" (Purpose: To prompt a commitment to the next step)
Answering the franchisee's questions with tact and strategy is crucial to building trust. The Integrated Persuasion Framework provides an excellent guide to effectively address their concerns. Let's see this in action:
EXAMPLE 2: "THE FDD IS TOO OVERWHELMING."
CONNECTION STAGE:
• Validation: "I understand why the FDD can feel overwhelming. It's a comprehensive document, and we want to ensure you're fully informed."
• CQ: "What parts of the FDD are you finding most challenging?"
o SCQ: "Do you agree that it would be helpful to break down the FDD and focus on one section at a time?"
DISCOVERY STAGE:
• MQ: "What do you hope to gain from understanding the FDD thoroughly?"
• CDQ: "How do you feel about being able to navigate this document and making an informed decision?"
• BNQ: "If we could simplify this process for you, would that alleviate some of your concerns?"
ENGAGEMENT STAGE:
• SQ: "What has been your approach to understanding the FDD so far?"
• PAQ: "What problems have you faced while trying to understand it?"
• SoQ & CoQ: "Can you imagine how understanding the FDD can set a clear roadmap for your franchising journey? What could be the consequence of not having a thorough understanding?"
TRANSITIONAL STAGE:
• TQ: "Would you be open to a more structured walk-through of the FDD?"
PRESENTATION STAGE:
• FA: "Do you see how this approach can make understanding the FDD less overwhelming?"
COMMITMENT STAGE:
• CQ: "Are you ready to explore the FDD with our guided approach?"
8.7:
CONCLUSION
Navigating the FDD is like exploring a vast treasure map, with each section revealing valuable insights about your franchise journey. Remember, it's not a monologue, but a conversation starter. So, embrace every question, every doubt, and every objection as an opportunity to bring the candidate closer to their dream.
8.8: EMBRACE PERPETUAL LEARNING
As a sales representative, consider yourself an explorer. With every FDD presentation, you're not only helping a potential franchisee, but you're also learning, growing, and honing your skills. The key to mastering FDD lies in understanding its spirit – it's not about legalese; it's about helping candidates find their path to success with Homefront Brands.
SECTION IX: TOP 50 FRANCHISE SALES OBJECTIONS AND HOW TO DIFFUSE THEM:
1. OBJECTION: "FOR THE COST OF THE FRANCHISE, I CAN JUST DO THIS ON MY OWN."
a. IPF Solution: "It's a valid point that starting a business independently could be a path for you. Can you tell me more about your experience running a business, and what advantages you see in going it alone versus joining a franchise?"
b. Prospect's Response: "I have some experience running a business and I think I could handle it on my own."
c. Next Step: "That's great that you have business experience. If you were to start this on your own, how would you approach lead generation, training, supply chain logistics, or ongoing business support? One of the advantages of a franchise is that systems for these challenges are already in place."
2. OBJECTION: "I'M ALREADY OPERATING A SIMILAR BUSINESS AND AM TOO SWAMPED TO DEDICATE ATTENTION TO A NEW FRANCHISE."
a. IPF Solution: "It certainly sounds like you're juggling a lot at the moment. Could you elaborate a bit more about your existing venture and how you anticipate it could limit your ability to focus on a new franchise opportunity?"
b. Prospect's Response: "I'm simply drowning in my current obligations."
c. Next Step: "I empathize with your situation. Our main aim is to ensure a seamless transition for our franchisees. Maybe we could delve into some strategies that might enable you to handle both your businesses efficiently? Could that be beneficial to you?"
3. OBJECTION: "WHAT IF WE HIT A RECESSION AND THE ECONOMY PLUMMETS?"
a. IPF Solution: "It's a valid worry. Could you share what you believe constitutes a business that can withstand or bounce back in a downturn?"
b. Prospect's Response: "In my opinion, a resilient business should maintain steady demand even in tough economic times."
c. Next Step: "You've got a sound viewpoint. Our franchise models are built to be sturdy and to offer services that retain demand during economic slowdowns. Would delving into these aspects in more detail be useful to you?"
4. OBJECTION: "WHY DON'T I JUST INVEST IN AN EXISTING BUSINESS INSTEAD?"
a. IPF Solution: "Investing in an already established business can indeed have its perks. Could you elaborate on the advantages you're envisioning in that scenario?"
b. Prospect's Response: "Well, everything is already set up and functioning."
c. Next Step: "You've raised a good point. However, an existing business might also harbor hidden issues. With a fresh franchise, you'd start from square one with our complete backing. How do you perceive the benefits of this approach?"
5. OBJECTION: "THE FRANCHISE AGREEMENT APPEARS RATHER LOPSIDED, FAVORING THE FRANCHISOR. IT FEELS LIKE YOU CAN JUST CHANGE THE RULES OR SHUT US DOWN ARBITRARILY."
a. IPF Solution: "It's vital that the franchise agreement sits right with you. Could you specify which terms or clauses are causing concern?"
b. Prospect's Response: "It just feels like the balance of power is tilted in your favor."
c. Next Step: "I understand your perspective. Our contracts are designed to uphold the franchise system's integrity, which indirectly safeguards your investment. It's not about power but about preserving consistency and quality. Would a deeper dive into the agreement and its provisions help assuage your concerns?"
6. OBJECTION: "I CAN'T DEDICATE THE NECESSARY TIME TO RUN A FRANCHISE."
a. IPF Solution: "Time is indeed precious. Could you shed some light on your current commitments and how they might interfere with your ability to manage a franchise?"
b. Prospect's Response: "I'm already engaged full-time, and I'm concerned about not having sufficient time for the franchise."
c. Next Step: "Your worry is legitimate. Many of our franchisees were in similar situations when they started. Our model is crafted to offer such flexibility. Would you like to hear about how they successfully juggled both their job and the franchise?"
7. OBJECTION: "I'M APPREHENSIVE ABOUT THE COMPETITION IN MY VICINITY."
a. IPF Solution: "An awareness of the competitive landscape is indeed crucial. Could you elaborate on the competitors in your area and the specific concerns you have?"
b. Prospect's Response: "My area is already crowded with similar businesses."
c. Next Step: "That's a valid observation. However, a competitive market can also signal demand. With our tried-and-tested system and support, we believe we can assist you in carving out a unique space in the market. Would you like to delve into what makes our franchise distinctively competitive?"
8. OBJECTION: "MY FAMILY DOESN'T ENDORSE THE IDEA OF ME PURCHASING A FRANCHISE."
a. IPF Solution: "Having the backing of your family is indeed crucial. Could you elaborate on their apprehensions?"
b. Prospect's Response: "They are worried about both the risk involved and the potential workload."
c. Next Step: "Those are understandable worries. Perhaps we could arrange a meeting where your family can discuss their doubts directly with us. We could go over how we aid in managing workload and mitigating risks. Would you find that helpful?"
9. OBJECTION: "I DON'T THINK MY BACKGROUND OR EXPERIENCE IS SUITABLE."
a. IPF Solution: "While previous experience can be advantageous, it's not a prerequisite for us. Could you share a bit more about your background and why you feel it might not be apt?"
b. Prospect's Response: "I've never run a business before."
c. Next Step: "Many of our top-performing franchisees started off as firsttime business owners. Our comprehensive training and sustained support aim to assist you at every juncture. Would you like to hear about the resources we provide to help you thrive?"
10. OBJECTION: "I'M CONCERNED ABOUT THE POTENTIAL LEGAL COMPLICATIONS ASSOCIATED WITH OWNING A FRANCHISE."
a. IPF Solution: "It's prudent to be aware of potential legalities. Could you specify which legal aspects are worrying you?"
b. Prospect's Response: "I'm not entirely sure about the legal implications tied to franchise ownership."
c. Next Step: "That's a legitimate concern. We equip our franchisees with detailed information on the legal aspects of running a franchise. We also suggest consulting with a franchise attorney to fully grasp the agreement's terms. Does that sound satisfactory?"
11. OBJECTION: "I FEAR THE MARKET MIGHT BE SATURATED – THERE ARE TOO MANY SIMILAR BUSINESSES AROUND."
a. IPF Solution: "Market understanding is indeed key. Could you tell me more about the current businesses in your region and why you think the market might be oversaturated?"
b. Prospect's Response: "There are several similar franchises already operating in my city."
c. Next Step: "I understand your concern. However, market saturation can also indicate high demand for our services. Our team can help you
analyze the market to ascertain whether there's scope for further growth. Would that be of interest to you?"
12. OBJECTION: "I'M UNSURE ABOUT THIS FRANCHISE'S LONG-TERM PROFITABILITY."
a. IPF Solution: "It's wise to evaluate the long-term viability of the business. Could you elaborate on the factors that make you uncertain about its long-term profitability?"
b. Prospect's Response: "I'm skeptical if the demand for this kind of business will remain consistent in the long run."
c. Next Step: "That's a valid concern. Our business model includes adaptability to market changes and consumer needs. We could delve into our strategies to maintain profitability in different market conditions. Would that be beneficial?"
13. OBJECTION: "THE FRANCHISE FEE IS TOO HIGH."
a. IPF Solution: "I understand that initial cost is a concern. Can you tell me more about your budget and financial expectations for a franchise investment?"
b. Prospect's Response: "I have a certain budget, and the franchise fee is higher than what I anticipated."
c. Next Step: "Your budget is an important factor. The franchise fee is designed to cover the support and resources you get when starting the franchise. Would it help to discuss the breakdown of the fee and what it covers in more detail?"
14. OBJECTION: "I'M WORRIED ABOUT THE LONG HOURS AND HARD WORK REQUIRED."
a. IPF Solution: "Starting a business can be demanding. Can you share more about your concerns regarding the time and effort required?"
b. Prospect's Response: "I am worried about the work-life balance."
c. Next Step: "That's a valid concern. While starting a franchise requires effort, we provide a supportive system that aids in managing workloads. Plus, you'll have the flexibility of business ownership. How about we discuss time management strategies used by our successful franchisees?"
15. OBJECTION: "I'M NOT SURE IF YOUR FRANCHISE WILL DO WELL IN MY AREA."
a. IPF Solution: "Location is important for a business. Could you share more about your concerns about the market in your area?"
b. Prospect's Response: "I'm not sure if people in my area will be interested in this type of business."
c. Next Step: "Understanding your market is crucial. Our team can help analyze market trends and demographics in your area to assess potential success. Would that be helpful?"
16. OBJECTION: "I AM NOT SURE IF YOUR TRAINING PROGRAM IS ENOUGH FOR ME TO RUN THE BUSINESS SUCCESSFULLY."
a. IPF Solution: "Training is crucial in our franchise system. Could you tell me more about your training needs and expectations?"
b. Prospect's Response: "I feel like I would need more hands-on training and support."
c. Next Step: "Your comfort with our training is paramount. We offer comprehensive training and ongoing support. Would it help if we discussed in detail what the training involves and how we provide ongoing support?"
17. OBJECTION: "I'M NOT SURE I'M READY TO BE MY OWN BOSS."
a. IPF Solution: "Becoming your own boss is a big step. Can you share more about your apprehensions?"
b. Prospect's Response: "I've always had a supervisor to guide me, so this is a big change."
c. Next Step: "It's a significant transition indeed. We provide a structure and system to help guide you, as well as ongoing support. Many of our franchisees were first-time business owners too. Would it help to hear some of their experiences?"
18. OBJECTION: "I’M NOT SURE IF THERE IS ENOUGH DEMAND FOR YOUR PRODUCT/SERVICE."
a. IPF Solution: "Understanding market demand is crucial. Could you share more about why you're questioning the demand for our product/service?"
b. Prospect's Response: "I haven't seen many businesses like yours in my area."
c. Next Step: "Your observation is important. The lack of similar businesses could represent an untapped market opportunity. Our team can help conduct a market analysis to determine the potential demand in your area. Would that be helpful?"
19. OBJECTION: "I’M WORRIED ABOUT THE FRANCHISE’S REPUTATION."
a. IPF Solution: "A franchise's reputation is indeed important. Can you share more about your concerns?"
b. Prospect's Response: "I’ve read some negative reviews online."
c. Next Step: "Customer feedback is important to us. Keep in mind that any business may have negative reviews. It's how they handle and learn from them that counts. Would it be helpful if we discussed how we handle complaints and continually work on improving our service?"
20. OBJECTION: "I DON’T WANT TO BE CONTROLLED BY A FRANCHISOR."
a. IPF Solution: "It's important to have a sense of autonomy in your business. Could you tell me more about your concerns regarding control?"
b. Prospect's Response: "I want to make decisions about my business without having to adhere to strict franchise rules."
c. Next Step: "I understand your point. While it's true that franchising involves certain standards and procedures, they're designed to maximize success for all franchisees. However, there's also room for entrepreneurial initiative within our system. Would you like to discuss how we strike a balance between structure and flexibility?"
21. OBJECTION:
"I'M
WORRIED I WON'T GET THE SUPPORT I NEED."
a. IPF Solution: "Support is critical in a franchise relationship. Can you tell me more about the kind of support you envision needing?"
b. Prospect's Response: "I would need help with things like training, marketing, and ongoing operational support."
c. Next Step: "Your needs align with the support we provide. Our system offers comprehensive training, marketing assistance, and ongoing operational support. I’d be happy to go into more detail about these supports. Does that sound good?"
22. OBJECTION: "I’M WORRIED ABOUT THE FRANCHISOR’S FINANCIAL STABILITY."
a. IPF Solution: "It's prudent to consider the franchisor's financial stability. Can you tell me more about what you're looking for in terms of financial reassurances?"
b. Prospect's Response: "I want to ensure that you're not going to go bankrupt and leave me stranded."
c. Next Step: "That's a valid concern. Our company has a solid financial footing, and we are transparent about our financial stability with prospective franchisees. Would you be open to reviewing some information about our financial stability?"
23. OBJECTION: "I'M CONCERNED ABOUT THE COST OF GETTING STARTED."
a. IPF Solution: "Understanding the initial investment is crucial. Can you tell me more about your budget and what you're comfortable investing in?"
b. Prospect's Response: "I have a limited budget and I'm worried about the startup costs."
c. Next Step: "I understand your concerns. Let's break down the initial investment and discuss potential financing options that could make this opportunity more accessible. Would that be helpful?"
24. OBJECTION: "I DON’T KNOW IF I CAN TRUST YOU OR YOUR COMPANY."
a. IPF Solution: "Trust is essential in any business relationship. Can you tell me more about what would make you feel comfortable trusting us?"
b. Prospect's Response: "I've been scammed before, so I'm wary of trusting anyone too easily."
c. Next Step: "I'm sorry to hear about your past experience. At Homefront Brands, we believe in transparency and building trust through honesty. Would it help if we set up a call or meeting with some of our current franchisees, so you can hear their experiences and ask them any questions you have?"
25. OBJECTION: "I'M NOT SURE IF THIS IS THE RIGHT TIME FOR ME."
a. IPF Solution: "Timing is a crucial factor when starting a new venture. Can you tell me more about your reservations about the timing?"
b. Prospect's Response: "I have a lot going on right now and I'm not sure if I can handle starting a new business."
c. Next Step: "That's understandable. It's important that you feel ready to take on this venture. We can discuss the typical time commitment and also hear from existing franchisees about how they managed their time when they started. Would that be helpful?"
26. OBJECTION: "I’M NOT SURE IF THIS BUSINESS ALIGNS WITH MY PASSION."
a. IPF Solution: "Passion can be a key driver for success. Can you tell me more about what you're passionate about?"
b. Prospect's Response: "I love what I do now, but I'm not sure if I would feel the same way about running a franchise."
c. Next Step: "That's an important consideration. Passion often leads to success. Would it help if we discussed how, you could align your current passions with the opportunities our franchise offers, or perhaps we can explore new areas that you might become passionate about within our business model?"
27. OBJECTION: "FOR THE COST OF THE FRANCHISE, I CAN JUST DO THIS ON MY OWN."
a. IPF Solution: "Starting a business independently could indeed be a potential path. Could you share your plan for dealing with areas such as lead generation, supply chain logistics, training, or ongoing business support? Franchising offers systems already in place for these challenges."
b. Prospect's Response: "I have experience in business, and I think I can manage on my own."
c. Next Step: "Your experience will certainly be beneficial. However, the advantage of our franchise is that it provides you with a proven blueprint for success, reducing the trial and error that can come with starting independently. Would you like to discuss this in more detail?"
28. OBJECTION: "WHAT DO I GET FOR MY INITIAL FRANCHISE FEE?"
a. IPF Solution: "It's essential to know what you're getting for your investment. The franchise fee includes a wide range of benefits, such as..."
b. Prospect's Response: "I expect support for setup, training, and initial marketing assistance."
c. Next Step: "Indeed, these are key components included in the initial franchise fee. In fact, we also provide access to our proprietary software systems, negotiated supplier contracts, and more. Shall we delve into these benefits?"
29. OBJECTION: "THE ONGOING FRANCHISE ROYALTY & MARKETING FEE ARE TOO HIGH."
a. IPF Solution: "Your concern about costs is understandable. What value or support do you believe should be included in these fees?"
b. Prospect's Response: "I expect ongoing support, marketing resources, and a good return on my investment."
c. Next Step: "Those expectations align with what we provide. Our royalty fees fund the continuous support and resources we offer, and our marketing fees contribute to promoting the brand, which helps drive business to your franchise. Would it feel fair to discuss this further?
30. OBJECTION: "I TALKED TO MY FRIEND, AND THEY SAID A FRANCHISE IS A SCAM."
a. IPF Solution: "I'm sorry your friend had a negative perception. It's vital to gather all the facts before deciding. Can you tell me more about his experiences or concerns?"
b. Prospect's Response: "He believes franchises don't provide adequate support."
c. Next Step: "I'm sorry to hear about your friend's experience. However, our franchisees' success is our top priority, and we invest significantly in support. Perhaps speaking with some of our franchisees could provide a different perspective?"
31. OBJECTION: "COMPARED TO EXISTING FRANCHISEES IN YOUR SYSTEM WHO ARE DOING WELL, THE TERRITORY YOU'RE OFFERING IS SMALLER."
a. IPF Solution: "Territory size is one factor in a successful franchise. Can you tell me more about why you believe a larger territory is essential for success?"
b. Prospect's Response: "I believe a smaller territory limits my earning potential."
c. Next Step: "That's a common concern. However, the size of the territory doesn't necessarily correlate with success. Efficient operations within a smaller, well-defined territory can often lead to greater success. Let's talk more about our strategies to help you maximize your territory's potential."
32. OBJECTION: "YOU DON'T HAVE AN ITEM 19, SO HOW DO I KNOW IF I CAN ACTUALLY MAKE MONEY?"
a. IPF Solution: "We understand your need for clear financial projections. While we can't make earnings claims, we can provide you with tools to make an informed decision. What specific information are you looking for?"
b. Prospect's Response: "I'd like to see actual numbers from existing franchises."
c. Next Step: "While we can't provide earnings claims, we can facilitate conversations with existing franchisees so you can ask them directly about their experiences. Would that be acceptable?"
33. OBJECTION: "I NEED TO MAKE SURE THE NUMBERS MAKE SENSE FIRST OR I'M NOT SURE THE NUMBERS MAKE SENSE."
a. IPF Solution: "Understanding the financials is absolutely crucial. Can we discuss specific areas of concern, or are there particular metrics you're focusing on?"
b. Prospect's Response: "I'm unsure about the costs versus the potential earnings."
c. Next Step: "I understand. It would be beneficial to break down the costs and potential revenue streams further. Also, discussing this with current franchisees might provide a clearer picture. How does that sound?"
34. OBJECTION: "I'M UNCERTAIN ABOUT THE SUSTAINABILITY OF THE FRANCHISE BUSINESS MODEL."
a. IPF Solution: "It's important to feel confident about sustainability. Can you provide more details about your concerns regarding the franchise model's long-term viability?"
b. Prospect's Response: "I fear the model might eventually become outdated or irrelevant."
c. Next Step: "Your concerns are valid. As a dynamic franchise, we are committed to evolving and staying relevant. How about discussing more about our continuous improvement and innovation strategies?"
35.
OBJECTION:
"I'M APPREHENSIVE ABOUT THE LIMITED CONTROL. IT SEEMS THAT THE FRANCHISOR RETAINS ALL DECISION-MAKING POWER."
a. IPF Solution: "Autonomy in decision-making is crucial. Can you elaborate on the decision-making aspects that concern you?"
b. Prospect's Response: "It feels as though all rules are set by the franchisor, and I am bound to abide by them."
c. Next Step: "Indeed, the franchisor sets certain guidelines for brand consistency. However, you're still an entrepreneur and can exercise creativity within these boundaries. Would you like to discuss the balance between franchisor guidance and franchisee autonomy further?"
36. OBJECTION: "THE TRAINING PROGRAM SEEMS INSUFFICIENT."
a. IPF Solution: "Robust training is vital for success. Can you share more about your expectations and why you perceive our training as inadequate?"
b. Prospect's Response: "I'm concerned that the training period is too brief to grasp everything."
c. Next Step: "Your worries are understandable. Our training program, however, is designed to provide essential knowledge and is supplemented with ongoing support. Would additional insights about our continuous learning and support system be beneficial?"
37. OBJECTION: "I DOUBT THE FRANCHISE'S PRODUCT/SERVICE WILL BE SUCCESSFUL IN MY LOCALITY."
a. IPF Solution: "Assessing local market viability is crucial. Could you elaborate on why you believe our product/service might not thrive in your area?"
b. Prospect's Response: "The preferences, tastes, or needs of my locality are distinct."
c. Next Step: "Appreciating regional differences is important. Let's explore how we can adapt our offerings to align with local preferences. Would you find that conversation valuable?"
38. OBJECTION: "I FEEL THAT THE FRANCHISE SUPPORT PROVIDED IS INSUFFICIENT."
a. IPF Solution: "Support is a vital aspect of franchising. Could you elaborate on the type of support you believe you would need more of?"
b. Prospect's Response: "I think I would require more guidance and mentorship."
c. Next Step: "We take the success of our franchisees seriously and recognize the importance of ample support. We can discuss increasing the level of guidance provided if necessary. Would exploring this be helpful?"
39. OBJECTION: "THE INDUSTRY SEEMS TOO COMPETITIVE."
a. IPF Solution: "Competitiveness can be daunting. Could you share more about the specific competitors that concern you?"
b. Prospect's Response: "There are several established brands providing similar products or services."
c. Next Step: "While competitiveness can be challenging, it also verifies market demand. Let's talk about how our unique value proposition helps us stand out. Does that sound worthwhile?"
40. OBJECTION: "I DON'T HAVE ENOUGH TIME TO DEDICATE TO A FRANCHISE."
a. IPF Solution: "Balancing time is critical. Could you shed light on your existing responsibilities and how you imagine incorporating a franchise operation?"
b. Prospect's Response: "I'm already juggling various commitments."
c. Next Step: "We understand and aim to provide support that helps manage the franchise effectively. Would exploring more about how we facilitate time management be helpful?"
41. OBJECTION: "I'M APPREHENSIVE ABOUT THE FRANCHISE'S REPUTATION."
a. IPF Solution: "Indeed, reputation matters greatly. Could you provide more details about your concerns regarding our reputation?"
b. Prospect's Response: "I've come across some negative online reviews."
c. Next Step: "I appreciate your candor. Keep in mind that online reviews can be varied and may not reflect the entire picture. How about connecting directly with some of our franchisees for their first-hand experience?"
42. OBJECTION: "THE LOCATION OPTIONS ON OFFER ARE NOT APPEALING TO ME."
a. IPF Solution: "The right location is key to business success. Can you elaborate on your ideal location preferences?"
b. Prospect's Response: "I would prefer a location closer to my residence."
c. Next Step: "Your preference makes sense. Let's explore possible solutions or future opportunities in your desired location. Would that be helpful?"
43. OBJECTION: "I'M CONCERNED ABOUT MARKET OVERSATURATION FOR THE FRANCHISE."
a. IPF Solution: "Market saturation is a valid concern. Could you explain more about why you believe the market might be oversaturated?"
b. Prospect's Response: "There are many similar businesses already operating."
c. Next Step: "I understand your perspective. However, our franchise stands out due to its unique attributes. Would you like to discuss how these unique selling propositions can help you excel in a competitive market?"
44. OBJECTION: "I AM WORRIED ABOUT THE DIFFERENCE IN SIZE BETWEEN THE FRANCHISE TERRITORY YOU'RE OFFERING AND THE TERRITORIES OF EXISTING FRANCHISE OWNERS."
a. IPF Solution: "Territory size is indeed an important factor. Could you provide more insights into your concerns regarding the difference in sizes between your potential territory and those of top owners?"
b. Prospect's Response: "I feel like I can't make a fair financial comparison when I'm opening one territory, and the top owners have territories five times the size of mine."
c. Next Step: "Your concern is absolutely valid. It's important to note that success isn't solely determined by territory size. However, we can certainly delve into a detailed financial projection for your specific territory. Does that sound beneficial?"
45. OBJECTION: "I'M CONCERNED THAT THE STARTUP COSTS FOR THE FRANCHISE ARE TOO HIGH."
a. IPF Solution: "Startup costs are a major consideration. Could you explain more about your budget and financial concerns?"
b. Prospect's Response: "It seems like a lot of capital to invest upfront."
c. Next Step: "It's important to consider the return on this investment over time. Would it help if we reviewed the financial performance of other franchises to better understand the potential return?"
46. OBJECTION: "I DON'T THINK I HAVE THE NECESSARY EXPERIENCE TO RUN A FRANCHISE."
a. IPF Solution: "Prior experience can be beneficial, but it's not everything. Could you share more about your background and the areas where you feel lacking?"
b. Prospect's Response: "I've never managed a business before."
c. Next Step: "Many successful franchisees started without prior business ownership experience. Our training and support systems are designed to equip you with the necessary skills. Would you be interested in hearing success stories from franchisees with similar backgrounds?"
47. OBJECTION: "I'M WORRIED ABOUT THE ECONOMY AND HOW IT MIGHT AFFECT THE BUSINESS."
a. IPF Solution: "Economic conditions can certainly impact businesses. Could you share more about your specific economic concerns?"
b. Prospect's Response: "The economy seems unstable right now."
c. Next Step: "Economic fluctuations are a reality of business. Our franchise model is designed to be resilient and adaptable. Would you like to discuss strategies for managing economic uncertainties?"
48. OBJECTION: "I'VE HEARD THAT FRANCHISES CAN HAVE HIGH FAILURE RATES."
a. IPF Solution: "Understanding risk is crucial. Could you share where you've heard this and what concerns you most about franchise failure rates?"
b. Prospect's Response: "I've seen some statistics online."
c. Next Step: "Let's put those statistics into context. The reality is that success rates vary widely across the franchise industry. Would it be helpful to delve into our franchise's specific performance and support mechanisms?"
49. OBJECTION: "I'M NOT SURE I CAN MEET THE SALES TARGETS SET BY THE FRANCHISOR."
a. IPF Solution: "Achieving sales targets is a common concern. Could you share more about your apprehensions regarding the sales targets?"
b. Prospect's Response: "The targets seem high considering my market area."
c. Next Step: "Your market area is indeed an important factor in sales performance. Let's discuss realistic expectations for your specific market and potential strategies for reaching these goals. Would that be beneficial?"
50. OBJECTION: "I'M WORRIED ABOUT BEING TIED TO A LONG-TERM CONTRACT."
a. IPF Solution: "Long-term commitments can seem daunting. Could you share more about your specific concerns regarding the contract term?"
b. Prospect's Response: "What if things don't work out or if I change my mind?"
c. Next Step: "Your concerns are understandable. Let's review the contract together, including the terms for termination or transfer. Would that address your concerns?"
51. OBJECTION: "I HAVE CONCERNS ABOUT THE FRANCHISOR'S FINANCIAL STABILITY."
a. IPF Solution: "Financial stability of the franchisor is indeed important. Could you provide more details about your concerns?"
b. Prospect's Response: "I've heard about franchises going under because the franchisor went bankrupt."
c. Next Step: "I appreciate your candor. It's essential to have confidence in your franchisor's financial stability. Would you like to review our financial history and performance to get a clearer picture of our financial health?"
52. QUESTION: "WHY SHOULD I CHOOSE YOUR FRANCHISE?"
a. IPF Solution: "Choosing a franchise is a significant decision. To best answer your question, I would first need to understand more about your goals, background, and what you're looking for in a franchise opportunity. Can you share a bit more about these?"
b. Prospect's Response: "I'm looking for a franchise with a proven track record, excellent support, and a strong brand in the market."
c. Next Step: "Your criteria are indeed important for choosing a franchise. Can you tell me why these factors are particularly significant to you?
Understanding your perspective will help me provide information that's most relevant and useful to your decision-making process."
SECTION X: “I’M A NUMBERS GUY” GUY:
When faced with the objection that the prospect wants to ensure the numbers make sense before committing further, you can handle it effectively by following the NEPQ methodology. Here's a suggested approach:
1) Connection Stage:
a) Validation: "That's a great perspective, and I can see why making a decision based solely on the numbers can provide clarity. It's an important part of the decision-making process."
b) CQ: "Can you share more specifically about what making the numbers 'make sense' means to you? How does this financial clarity affect your feelings about the decision-making process?"
i) SCQ: "Would it be helpful if we started by discussing your financial expectations and requirements in detail?"
2) Discovery Stage:
a) MQ: "What's motivating you to focus primarily on the numbers in your decisionmaking process? How does this financial focus align with your aspirations and how does it make you feel?"
b) CDQ: "How does owning a franchise align with your core financial goals or desires? How would achieving these goals or desires make you feel?"
c) BNQ: "What are your fundamental financial needs that you hope this franchise opportunity might fulfill? And how do you think meeting these needs would make you feel?"
3) Engagement Stage:
a) SQ: "In your analysis, have you identified any specific financial metrics or benchmarks that you want our franchise to meet?"
b) PAQ: "Do you have any reservations about the financial aspects of owning a franchise? How do these concerns affect your feelings in this process?"
c) SoQ: "Based on what you've shared about your financial expectations, how does our franchise measure against your desired financial criteria?"
d) CoQ: "What impact do you think not making a decision might have on your financial goals? How does this scenario make you feel?"
4) Transitional Stage:
a) TQ: "What's the next step you're considering in your financial analysis of our franchise opportunity?"
5) Presentation Stage:
a) FA: "Our franchise offers unique financial benefits like an established business model, a strong track record, and comprehensive financial support. Do these aspects meet your financial analysis criteria?"
6) Commitment Stage:
a) CQ: "Given our discussions and your financial analysis, how do you feel about our franchise? Are there other financial aspects you would like us to address?"
SECTION XI: CONCLUSION AND ONGOING DEVELOPMENT
Embracing Lifelong Learning: The process of franchise selling is an ever evolving one. In this dynamic business environment, there are always new strategies and tactics to learn. This playbook has equipped you with a powerful framework and a solid understanding of the franchise sales process. However, it's vital to keep growing, learning, and refining your skills to meet changing circumstances and individual prospect needs.
1. Importance of Practice: The concepts and strategies outlined in this playbook, especially the Neuro Emotional Persuasion Questioning methodology, require practice to master. Role-playing different sales scenarios and rehearsing your responses to potential objections will enhance your proficiency and confidence.
2. Keeping Prospects at the Forefront: Remember, our goal is to help prospects realize their dreams by matching them with the right franchise opportunity. We must maintain an empathetic, patient, and service-oriented approach throughout the process.
3. Adapting and Personalizing the Process: While this playbook provides a general guide, it's important to remember that every prospect is unique. Flexibility and personalization are key. Adjust your approach based on each prospect's motivations, concerns, and communication style.
4. Continuous Feedback and Improvement: Keep an open channel for feedback, both from your prospects and your team members. Listen to what they have to say and use their insights to refine and improve your sales process continually.
5. Maintaining Ethical Standards: In all interactions, uphold the highest ethical standards. Transparency, honesty, and respect should underpin every decision you make and every action you take.
This playbook is just the beginning of your journey in franchise selling. Embrace it, learn from it, and use it to develop your unique approach to franchising sales. And
always remember, the heart of this business lies in building relationships and helping others achieve their dreams.
