Lead Engagement Process

Lead Engagement Process

Course Instructor: John Fretty

Course Instructor: John Fretty

email address: [email protected]: (407) 781-6400

The Lead Mindset

Why would a person submit a request for information about a franchise company or request expert advice?

Lead Evaluation

General Research Steps to take before you call your lead:

Google the phone numbers area codeGoogle the leads name and city localResearch the brand specific concept

Lead CategoriesFranchise Specific Leads(Tier 1 Leads)

These are produced simply by advertising a specific brand on one of the major portals. Each lead indicates a specific franchise brand.

Franchise Specific Tier 1 Lead------------------------------------------------Franchise:          Jan-Pro Franchising Int'l. Inc. First Name:         BrittanyLast Name:         BirchEmail:    [email protected]:              5555 W Melody DrCity:       LaveenState:    AZProvince:            Zip Code:             85339Country:              USDay Phone:         (555) 555-5555Available Capital:              $100,000 - $250,000Time Frame:       Immediately ------------------------------------------------

Franchise Specific (Tier 1) Leads               Before You Contact

Research This Specific Brand:  FranServe Directory   Franchise Brand Website Google Search: Better Business Bureau / Entrepreneur Magazine Top 500 / www.youtube / Franchise Business Review / SBA Loan Failure Report  

Franchise Specific (Tier 1) Leads

Before You Contact

Pre-Qualifying Your Candidate :                     Send the franchisor the candidates name, email address and phone number and let them know that you will be presenting their brand today

Franchise Specific (Tier 1) Leads

Before You ContactHello Franchise Development Manager,

I will be presenting the ABC franchise brand to my qualified candidate, Bill Schreider, tomorrow afternoon. I will let you know promptly if my candidate would like to move to the next step in process and schedule an initial conference call with you. Below you will find my candidates contact information for your records and review. I will look forward to talking with you again soon.

William (Bill) Schreider1234 Oakdale Dr.Whitefish Bay Wi. 53217(414) [email protected]

Best Regards,

FranServe consultant

                 Franchise Specific (Tier 1) Leads

Your Initial Contact

Hi, I represent ______ franchise and I received your request for information.

Discuss territory needs  Why the interest in this specific brand?Listen for opportunities to discuss other brand types or categories

Keep in mind that qualifying begins immediately

Lead CategoriesGeneral Consulting Leads(Tier 1 Leads)

These are non-franchise specific leads that in one form or another have indicated interest in speaking with a franchise consultant.

General Consulting (Tier 1)------------------------------------------------First Name:       larryLast Name:         billingsleyEmail:    [email protected]:              5555 colfax aveCity:       North HollywoodState:    CAProvince:            Zip Code:             91601Country:              USDay Phone:         (555) 555-5555Available Capital:              $50,000 - $100,000Time Frame:       Immediately ------------------------------------------------

Lead CategoriesGeneral Consulting Leads(Tier 2 Leads)

These are leads that are generated strictly around a FranServe branded campaign. These are people who have indicated that they “do” wish to speak with a FranServe affiliated consultant. 

General Consulting (Tier 2)

First Name:       jonLast Name:      kosselman   Email:    [email protected]:              6109 N. Kent St.City:       MilwaukeeState:    WiProvince:            Zip Code:             53217Country:              USDay Phone:         555-555-5555Available Capital:              $150,000 - $200,000Time Frame:       Immediately 

General Consulting Leads (Tier 1 leads) and (Tier 2 Leads)

Before You Contact

Follow your general lead contact protocol:Carefully review each lead for content and errorsGoogle search the area code then the contact name by location

If possible call each new lead within the hour

Lead Categories Call Verified Leads – Clique, 5th Ave and Executive Leads(Upper Tier leads)

These are a combination of general consulting and franchise specific leads. Call verified leads normally provide more “in depth” information about the candidate, and sometimes a pre-introduction to the consultant can also be made.

Calling Protocols / Apply Your Phase 1 Training

Whenever possible, call the lead within a 60 minute time-frame

Utilize you rehearsed opening introductory message and a “One Minute Bio”.  Help will be provided here by your new “One on One” mentor.

If you don’t connect live, leave a message and a follow-up email…repeat…repeat

Ask Open Ended Questions / The 80/20 Rule

1)Tell me, what business are you currently involved with or have been involved with in the past?

2)Please explain to me what your roles are (or were) in this position?

3)My wife’s name is Tyra and I have three boys ages 23, 25 and 27….do you have a spouse and family?

Taking Successful Notes

Utilize a short handed note taking approachDon’t let note taking detract from proper qualifying and relationship building

Complete your note taking after the call ends

Other Means Of Communication:

         Text, Instant Messaging, Emails

Forwarding Follow-up Materials

        Creating an overview presentation

Managing Your Leads

New Leads in process: Best practices will be to reach out to a newly received lead within 15-60 minutes

First Level: Active leads that are currently in process. Review each lead sheet daily. 

Second Level: Dormant leads that are not currently active in your pipeline but monthly or quarterly contact continues in the case that something may change and the candidate may again become active 

Third Level: Closed file / random email list

Process Steps  

Franchise Consultant Process The consultant follows a process path which includes initial contact, qualifying, matching, presenting, pass off to franchisor and follow-up calls between the candidate and franchisor while the discover process proceeds forward.

Process Steps  

Franchisor Process The candidate is introduced to the franchisor. This begins the candidates discovery process. It is important for the consultant to fully understand this franchisor process and the events and time-lines associated with the franchisors process. The final step in the Franchisors process will be the actual agreement signing. 

Wishing You Much Success!