|Small Business Guide - Small Business Resources
(Add to Favorites | View All Articles | Resource Directory)
Franchise Sales and Use of Online Franchise Directories
Franchising Directory Sites-Paid Advertising, Lead Generation for Franchising
Franchising Directory Sites are not doing the Industry any good. Typically they charge a fee for advertising per month or charge per sales for the lead, there must be 50 such sites. Only a few are able to generate significant leads, which you as a franchisor must pay heavily for. Each day our Franchise Company gets hit up by these online companies pitching their great lead generation sites, we cannot get them to stop calling us actually. They promise you leads that are qualified and generally none are of value, after all just because someone filling out a form says they have $500,000 to spend does not mean they do.
At $15-40.00 per lead, you get people surfing around who hit maybe ten to twelve different franchises on these sites, generating for those companies about $400.00, yet the potential buyer has signed up for 10 different franchises. Then each franchisor sends mail out packages and pays for this lead about $10.00 - 15.00 each. Costing the franchisors an Additional $150.00 then the potential buyer rebuffs calls and then after getting all the videos, CDROMS, in the mail, thinks this is entertaining and does it again with another 10-12 franchisors on the same site or maybe another site. Some of these companies advertise to get people to come to their sites and fill out online forms, which generate income for them and work and cost for franchisors, many are college students, who have no money or intention on buying anything. Do you see the problem yet?
Many of these electronic leads, people have no money or job and are stuck at home surfing around the Internet. Unfortunately they are taxing the industry and raising the price of franchise fees due to sales cost increases without actual sales. They are hurting the consumers who are legit in higher fees and admin costs due to bogus advertising sites, claiming to be great qualified lead generators. The fact is many or these websites are just starting out and do not generate any large amount of qualified leads. They just charge lots of fees, which are passed onto to future team members of your franchise system. A franchisor should have some sort of web presence and strategy to get real buyers, who are really serious. Generally we find the average at our site is 1 lead in 20 are legitimate buyers. The rest simply looky lous, competitors, regulators, entrapment coercion folks working with agencies, or simply surfers screwing around filling out forms and getting lots of mail, CDs, Coupons, Videos, Three Color Brochures, etc. What a waste of money to the franchisors and future franchisees where fees are passed onto. So what is the solution. Well the solution to pollution is dilution. If all franchisors stop paying these companies and start with strict criteria for inquiries then the online directory sites will leave.
Today we got a call from a company out of Miami just starting out, typically; FREE LISTING FIRST THREE MONTHS, then of course they start charging per lead. Trying to make something out of nothing. This site is a free site for all and the directory sends people directly to the franchisors sites, it does not charge companies per lead or for advertising. It is incredible the number of consultants, wannabes, paid advertising sites on the Internet, which inflate or embellish their market prowess and quality of lead. That is simply a lie and when franchisors participate in that lie they hurt their own team with higher costs and all consumers in the market are damaged by higher prices by those future franchisees in the goods and services produced due to the Return on Investment needed by the franchisees.
All consumers are damaged when parasites to our industry take fees and hyper inflate their performance, if you will notice the steady turn over in these directory or paid advertising sites in franchising you will have to ask yourself if they worked why do the franchisors keep leaving? And if they work so well, why do we get SPAMMED every single day by at least two Paid Franchise Internet Sites? Why? If it works so good, why the constant emails, phone calls and junk mail to coax you into advertising? Why the trial basis deals to get you in? Why are the leads bogus? Are they coming from people who are friends of the paid sites filling out forms? For instance if their friends filled out 10 forms on their sites and those leads sold for $40.00 they just mad $400 for doing nothing but lying. And if regulators go there and fill out forms to check on franchisors then they are contributing to the lying game and costing franchisors too at $40.00 per whack.
A cost of doing business? Maybe, but if you are involved in franchising on the unit owner small business side or employed at a franchisor HQ it affects you and your family, if you are a buyer of products in a franchise business which we all are, since 1/3 of every consumer dollar is spent on franchising, then what is the percentage of cost in those dollars you spend? Is it 1%, .05% if it is it is similar to the raise in sales tax only your competition is not paying. Get yourself a good online website strategy, write some PR articles, get to know your buyers and hold onto your brand identity where you can control it on your own website. Because there are no silver bullets in franchising and paid franchise websites are simply not that great in our observation, experience and opinion.
Another issue is these sites immediately list your Federal Trademarks and Brand Names to attract buyers and then show all your buyers all kinds of other franchisor sites, thus stealing your sales leads. They use you Trademarks in their key words, titles and meta-tags on their sites and rank well in search engines due to the number of pages they have. Yet they are stealing your traffic and then selling you back your own buyers. Now if you are a little franchisor then they steal leads from the larger brand names and give them to others such as yours. But meanwhile cost you since the buyers are not really interested in your company and are looky lous and thus cost you lots for little return, mail outs and costs per lead.
Small franchisors will thus even though at high cost be better served, they will also disseminate much information to the competition this way and send out hundred of packages to no avail. I have to question the ratios of 1:100 since this has been our experience. So for those numbers at $40.00 per lead you will pay $4,000 per sale, but if you could get that lead without paying them you could lower your costs by 4,000 dollars in your franchise fee. That would be better for your buyers ROI, your new team member whose success directly relates to your success.
The more franchisees and success the better the company can grow and assist Americans with better choices and quality of life and higher standards of health, wealth and happiness in their standard of living. I will debate this issue with any company wanting to debate with me. Any online company, regulator, Franchisor or franchisee and certainly any competitor snooping for information, Pre-IPO Investment banking team gathering corporate intelligence or the guy I learned today used his house cat's name to attain free videos, CD ROMS from a franchisor's sales team. He watched the videos and then he uses them to re-tape his favorite shows and recent vacation. Give me a break. Mr. Teadore Katz. Meeeow! Sounds like a tidy cat commercial.
But in all seriousness, I cannot believe how easily duped these franchise companies marketing departments or CEOs are to honestly believe these sites are generating relevant sales for them at a price becoming of market reality. The money these sites, steal in my opinion is a tax on our industry. We need to abstain and practice safe sales.
"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs
News provided by Yahoo! News and Google News
Mayor makes another vow to cut small-biz red tape - Crain's New York Business (blog)
Small Biz Sentiment Slips In January - Advertising Specialty Institute (press release)
Investors leading surge on small-biz loans - Insurance News Net
Correction: SmallBiz-Gas Prices story - Hickory Daily Record
SurePayroll Small Business Scorecard(R): Small Businesses on the Hunt for New Hires
Youll See It When You Believe It - Growing Your Business from the Inside Out
What unspoken message are you sending your clients and customers? Is your personal energy field projecting positive, high vibrational energy or just the opposite? The latter will cost you business--and worse, you won't even realize it. The energy I'm talking about here has been called many things, "being in flow," "in the zone," "locked on", "jazzed", "sending out good vibes," (that last one is for anyone old enough to remember the 60's).
A Business Tail: Veterinarian Foams at Mouth, Chases Tail, Learns New Tricks--Case Study
Many self employed professionals find themselves overwhelmed, frustrated, and confused when it comes to running their businesses. The deep skills they have in their professional field do little to prepare them for the dog-eat-dog world of running a business.
Look Out for that Great Accountant
There are many factors to be considered when you are trying to select the accountant who is right for you. In other words how to find that good one.
How to Handle Rejection When You Start an Office Cleaning Business
"If at first you don't succeed, then skydiving definitely isn't for you."Thank goodness starting an office cleaning business isn't anything like skydiving! If you fall flat on your face, there's no chance that it's going to hurt that bad.
Improve your odds of getting that Small Business Loan
To get approval for your small business loan application, you must be able to meet the lending criteria set down. Some organisations are more risk averse than others, and will therefore have more stringent criteria.
Entrepreneurs and Franchisors Watch Out
New Franchisors and Entrepreneurs need to watch out as they enter into the world of franchising. What advice can I give to a new franchisor, I was asked today by another entrepreneur with a wonderful new concept; what are the tiger traps that lay ahead?So you are a new franchisor? Who can you trust? Can you trust FranData? The Industry's information source was thought to be a friend, is it? Well they can get you on a list so that SBA Loans for your new franchisees go smoothly.
Tracking Revenue For MORE Profits
The revenue history is a vital piece of your power page and you need to record that information. Keeping track of client revenues should not be done in a paper format, it should be recorded electronically.
City Wide Garage Sales: Hidden Riches!
Most of us remember going to at least one garage sale in our lives. It may have been called a yard sale, garage sale or flea market.
To Buy A Fat Pig
What does buying a fat pig have to do with your business? Stick with me and all will be revealed.Does your business have a tactical and a strategic way to go to market? Let's go down to Mr.
Small Business Debt Collection Laws
In your small business debt collection laws will eventually become important, as your debt grows and some clients do not pay. To collect small business debts legally, you must send a written notice that collections have begun, within five days of first contacting the debtor for collections.
5 Steps To Success for Small Business Owners
Everyone wants to succeed in life. Most people want to succeed in business.
Seven things that will impair your cash flow
Managing cash flow is every small business owner's most important function. Avoid these seven deadly mistakes to make sure you aren't creating cash flow problems in your business.
Due Dilegence 101 Or What You Do Not Know Can Kill You! - Part 1
Introduction: This article is written as a general discussion on the subject of "Due Diligence". It is for informational purposes and not intended to be a definitive guideline for your exact situation.
Business Reviews that Work
What is the satisfaction & expectation review of the business history to date?You have spent a lot of time and effort gathering information about your clients and potential customers. You have kept track of everything that you need to know and have followed-up with precision.
Ways to save your small business some money
One of the primary concerns all small businesses have is saving money. When it's time to trim the fat, most look for one giant expense to decrease or eliminate in order to stay within budget.
Wow 'em to get 'em in. But it takes the whole spectrum to keep 'em
You've heard marketing and advertising gurus quip, "Sell the sizzle, not the steak." Advertising initiatives best reach their target audience with benefits and the "wow" effect, not the value or features of their product or service.
What Help is there for Veterans Starting a Business?
Some of the very qualities that attract people to the military life are what make them good candidates for an internet based home business. What are these qualities? A sense of adventure, an attraction to signs of leadership and the ability to discern what constitutes a good leader, courage and idealism and an understanding of the joy of testing one's own limits.
"If You Build It, They Will Come" and ten other deadly marketing mistakes
Increase your profit potential by identifying - and avoiding - these 11 marketing mistakes.MONSTROUS Marketing Mistake Number 1: Sinking a Fortune Into an Unproven ProductIs your business idea built on market research or a hunch?Entrepreneurs often fall in love with their products or services before they determine if there's a real market, and they throw fistfuls of money into the venture.
Remove your negative thinking, change your results
Owning a business is a challenging endeavor. If you're like many novice small business owners, you've taken numerous risks with your time and your money, only to see all of your efforts producing little or no result.
Where To Get Money For a Franchise Idea
How often have you thumbed through a business opportunity magazine, noticed a franchise opportunity advertisement, and felt you'd really like to get in on that..
|Home | Site Map | Privacy Statement | More Articles|