The Emotional Connection: Your Fuel for Franchise Growth · 2019-12-16 · 1. Speak to the need...

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The Emotional Connection: Your Fuel for Franchise Growth

Rick CornishPresident & Creative Director

Flying Colors Incorporated

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Superbowl XL Memorable or forgettable?

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“Clydesdale American Dream”

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Why Did “Clydesdale American Dream” Score so High?• Exemplified pursuing your aspirations and

putting others’ success first• Didn’t insult our intelligence• Didn’t represent wasteful spending• Reflected positively on the brand• Connected with a wide range of viewers

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Key ConceptPeople rationalize buying decisions

with the facts,but people make buying decisions

with their feelings.Proof Points (RTBs):• The University of Texas• Carnegie Mellon University• The Gallup Organization’s Employee Engagement tool• The Strategic Alignment Survey by Integro Learning• The University of Rochester School of Medicine• The last time someone you know bought a car

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Why Do People Buy?• Security• Convenience• Self-Improvement• Recognition

People buy products to gain emotional rewards and use logic to justify their purchase.The stronger the emotional engagement, the quicker your prospects will buy.

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The Franchising DreamThe Franchising Dream

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Emotions beget attitudes which beget behaviors

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Making the Connection1. Evaluate your current practices2. Address the obvious fixes first3. Develop tools to engage the prospect4. Pay special attention to the late-stage

prospect

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Meaningful Measurement • Use an established methodology—must have

reliability and validity– Reliability: Will I get the same answer if I repeat

the research?– Validity: Am I actually measuring the effect I’m

trying to measure?• Use a third party to administer your

instrument

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Tracking Emotional Engagement• Perceived Organizational Support (POS)• Organizational Commitment (OC) • Tactical & Strategic Alignment (TSA)• Emotional Outlook (EO)• Expectations of Success (EOS)

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prospect

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Where to Start• Resolve conflicting information• Address administrative issues• Work through people problems

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prospect

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Making Sales Tools WorkEvery medium you use must …• Communicate a clear, compelling vision• Be credible and professional• Reflect positively on your brand• Bring out what makes you unique

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Making Sales Tools Work• Print

– More color or text does not guarantee you a stronger voice– Copy tone is the single most important element– Don’t skimp on design

• Web– Nothing is more important than a site that’s simple and fast– Remember: This is not a video game, it’s a professional

business site• Tradeshow

– Five seconds to impact: Simple, bold, fast– Marketing plan: Pre-Show, At-Show, Post-Show

• Video– You don’t have to spend a lot, but if you can’t afford to hire a

pro, save your money

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prospect

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The Late-Stage Prospect• You have an investment in them• They have an investment in you• That creates a beautiful state of emotional

equilibrium when it comes to making a deal

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Emotional Cycle of the Late-Stage Prospect

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25%

50%

75%

100%

Qualified Leave for DDay After DDay DDay+14

Signed Not Signed

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Motivating Movement• Get them to Discovery Day• Nurture a sense of urgency• Grow the relationship

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What do they Discover at your Discovery Day?

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The Discovery Day Connection• Preparation• Optimization• Delegation

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The Decision Environment • Think about where they decide as well as

how they decide• How can you get a seat at the kitchen table?

– Don’t make the prospect do your job for you– Earn a virtual presence

• Who already has a seat at the table?

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Your Network• A happy network is your best sales tool

– Like it or not, they’re the reflection of the true ideals and values of your organization

– Prep the prospect– Prep your network– What tools do you currently use to align their

attitudes with your core values and strategies?• Network communications• Annual convention: If your annual convention

isn’t measurably moving the attitudes of your franchisees, stop wasting your money!

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The Spouse• The prospect’s spouse or life partner can be

your biggest advocate … or your biggest threat• Unless the prospect objects, involve the

spouse or life partner in the process as soon after initial qualification as possible– Get them to Discovery Day– Address specific communications to them– Provide due diligence networking opportunities for

them, just like you do for the prospect

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Uncle Floyd• He thinks he has a better deal• He may spread disinformation• Help the prospect respond to Uncle Floyd:

– Provide tools– Get personally engaged– If he’s really a decision-maker, get him to Discovery

Day

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Engaging Prospect Emotions1. Speak to the need your customer feels.

— Find out why they’re considering your opportunity— Align your conversations with what matters to them— Provide names of current franchisees who have

come from similar backgrounds or who had similar reasons for buying

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Engaging Prospect Emotions2. This is a hard decision

— Acknowledge it!• Fear• Uncertainty• Mistrust

— Stay on the high road— Provide a reference point from your current

franchise network• Videotape franchisees talking about their feelings

when they made their decisions

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Engaging Prospect Emotions3. Overcoming uncertainty

— Don’t just tell them—demonstrate that you have a culture of service

— Optimize every interaction you have with the prospect

— Provide objective proof points

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Engaging Prospect Emotions4. Building trust

— Be open about your goals— Stay on the high road— Provide reference points

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Creating Urgency• Maslow’s Principle: Hunger motivates change

– We can’t create hunger, but we can get the prospect to focus on the hunger s/he already has

– The power of third party testimony• Restriction creates positive energy

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I can’t believe there are any heights that can’t be scaled by someone who knows the

secret of making dreams come true. —Walt Disney

I canI can’’t believe there are any heights that t believe there are any heights that cancan’’t be scaled by someone who knows the t be scaled by someone who knows the

secret of making dreams come true.secret of making dreams come true.——Walt DisneyWalt Disney

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The Emotional Connection: Your Fuel for Franchise Growth · 2019-12-16 · 1. Speak to the need...

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