Robert Stidham
speaker
395 appearances
1 recordings
1 series
first heard Jun 2013
last heard Jun 2013
Robert Stidham’s voice in public audio — every appearance, attributed to the second.
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Appearances
And they stand back and say, well, gosh, I don't understand why my sales results, my franchise development results were inconsistent.
And very often, I'm sure you have this experience, they'll pick up the phone, they'll call and say, gee, can you help?
And the first thing they'll say is, you know, can we look at your lead generation plan?
And they'll say, well, we don't have one.
We have a stack of invoices.
And I don't think it's surprising that if you're, you know, failing to plan, you're probably planning to fail whether you intend to do so or
Well, of course, our business is interesting in that, you know, we're big users of technology, and we hope we're smart users of technology, and that does require a commitment.
And let's be honest, sometimes for an emerging to mid-market franchisor, you have, you know, big aspirations but a limited budget.
You kind of have to stand back and say, gee, what are you going to spend your money on?
And, you know, our advice is first and foremost, make sure your messaging is unified exactly to your points.
We want to look the same in print as we do in the digital space and have the same voice when we have PR going out and blogging.
It does take a commitment of time and resource to sit down with all of the stakeholders from the CEO
to your franchise advisory council because they are clearly going to need to be supportive of
growth efforts.
Franchisees, as we know, Paul, they perceive that if the business that they're involved with isn't growing, the enterprise value and therefore their individual business value is diminishing.
But you certainly have to get the marketing people involved and you have to get the salespeople involved in, gee, what's our core messaging here?
You know, the interesting thing that we see is that the franchise sale is very emotional.
Even though there's a lot of logic around it, it's a lot like picking a spouse or buying a home or selecting a college to go to.
I'm sure that most of your listeners, when they met the person of their dreams, sat down with an Excel spreadsheet and, you know, gave statistical weighting to that person's positives and negatives before they made the decision to get involved, right?
Because that's how most of us end up with a spouse.
Showing 161–180 of 395 · page 9 of 20
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