Advice


Whether it’s marketing activity,


product specification or customer service, quality in these areas can have a huge effect on your overall reputation. It’s for this reason that implementing standards and benchmarks for franchisees to follow is a worthwhile investment. Ensure that you have brand guidelines in place, as well as social media policies and template collateral, including press releases and adverts. All franchisees should also be aware of preferred suppliers and undergo thorough training into the product or service the business provides.


When it comes to communication, Keep things consistent


One of the challenges faced by franchisors is brand consistency. As more and more franchisees invest in a business and its regional footprint expands, it can become increasingly difficult to ensure every business partner is operating in the same way.


innovative solutions such as a telephone answering service can support the franchise network as a whole and offer peace of mind that every customer is handled with the same level of care and professionalism.


Capture every enquiry


In addition to consistent brand standards, franchisors need to be sure that franchisees are putting their all into developing their individual businesses. Equal effort should be placed into generating, capturing and nurturing leads in order to grow customer portfolios and boost their – and your – bottom lines. Generating leads comes down to the franchisee’s chosen marketing strategy, and different techniques will suit different businesses, depending on their size, location and industry. But once this is determined, and enquiries are coming in, how can you make sure that none slip through the net? Few businesses can afford to miss enquiries; for busy franchisors and franchisees, making sure they capture every lead is a familiar challenge. By investing in solutions such as telephone answering services and


14 | The Franchisor 2019


digital innovations like live chat, franchisors can relieve franchisees of the responsibility of capturing leads, allowing them to focus on the day-to-day running of the business. What’s more, staffing overheads can be reduced. Tools like these are growing in popularity as consumer behaviour changes and companies start to consider how they can meet the needs of the ‘always on’ modern customer.


Research from Moneypenny reveals that 37 per cent of live chats take place outside of office hours and 16 per cent take place at weekends, demonstrating the importance of being contactable outside of traditional working hours. Many of Moneypenny’s franchisor clients are experiencing increased engagement with prospective franchisees, and, similarly, franchisees are experiencing increased leads and sales thanks to this digital channel.


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