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How To Grow a Franchise Without Cold-Calling


(This is a guest post  from my friend, Diane Helbig. Her book is called Lemonade Stand Selling.)

(This post may contain affiliate links. Please read my disclosure policy).


diane helbig


You bought a franchise because you believe in the product or service. Good for you! Now how are you going to grow it? You can cold call; walk in and out of 40 doors a day. Or you can develop a strategy to approach qualified prospects. I don’t know about you but idea #2 sounds better to me.


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Here’s the down side of the cold call walk – you run the risk of irritating more people than you do of connecting with them. The truth is that people do business with people they like and trust. The minute you walk in the door unannounced and without an appointment you’ve made a bad impression. What will motivate the potential prospect to give you the opportunity to make a second impression? Not much!



So, if sales is about relationship building and matching a solution to a need, approach #2 makes more sense. Determine what problem your product or service solves; what pain it eliminates. Now define the target market(s) for that solution. Who are they? Wher are they? What do they look like?



Now that you have that list in hand, start researching them. Do you have a connection there? What can you learn about them that can help you start a conversation? Ready? Great! Reach out to schedule a meeting. This meeting is designed as information gathering – not selling. You want to have a chance to really talk about what their needs are, how they do business. During this conversation you are not only helping them learn to trust you, but you are learning about them and whether you want to do business with them. If there is synergy and connection, you will do business with them.


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Does it take time and energy? Yes it does. Is it time well spent? I believe so. Frankly I think it’s time better spent than walking the street. While you will interact with fewer people, these interactions will be more useful and powerful. Moreover, you will leave a better impression on them whether or not you do business with them. That impression will serve you well as you grow your business.


(Learn more about Diane at She knows sales!)



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I'm The Franchise King®, Joel Libava. I help prospective franchise owners avoid bank account emptying mistakes. For over 20 years, I’ve been helping people make smart, informed decisions on franchises to buy, and I can help you, too! #thefranchiseking
The fantastic thing about Joel is his neutrality. Because he is not getting an incentive fee, he will always give you the advice that you need (even if not what you necessarily want) and that's pretty unique these days. Thank you Joel!"
- Nic Church, France
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