Article by: Aubree Coderre
Let’s face it. Lead generation is a hot topic. How do people get leads and how do they get MORE leads? Many conversations at the IFA Annual Convention touched on the topic. From our stand point, at Zoracle Profiles MORE leads is never the answer, rather how to get RIGHT FIT leads. Leads that will convert to compatible, high performing franchisees – that should be the focus.
As I unpacked my overstuffed suitcase from San Antonio, a funny analogy popped into my head. I knew I was going to be at the show for four days, but I packed enough for ten. By day two of the convention my clothes were a disorganized mess from sifting, sorting and shuffling the items a dozen times. Then, when I got home I had more laundry to wash and put away than was even remotely necessary. What a waste of time and energy.
Yet, that’s exactly what is happening when the focus is just on getting MORE leads rather than the RIGHT leads. The cost is much higher when it comes to sifting, sorting and shuffling through a large stack of poor fit leads. Think about it. The cost is not only in acquiring the lead (via expos, portals, brokers and such), but in the time and energy spent by your development team working with tire kickers or a poor fit prospect.
Paul Pickett, of Wild Birds Unlimited, made a shocking statement in his session at the IFA Annual Convention. In 2015 his lead flow dropped, but his close ratio increased. Sounds crazy right?? But it’s not.
So, what’s the answer? I guess I could enter a shameless pitch for becoming a Zoracle Profiles client, but just wait – I’ll get to that.
When doing it right matters.
What is a right fit candidate? We argue that franchise systems should focus on the 3 C’s: Compatibility, Competencies and Compliance. Right fit candidates share your company’s Values, Stage of Growth and Culture. Right fit candidates will comply and leverage your systems. Right fit candidates possess skills that complement your value package and leverage your strategic growth plans. To learn more about the 3 C’s philosophy you can read my previous post here.
While that all sounds fine and dandy, you might be wondering how in the world you’d get that amount of information from a conversation. There is no doubt in my mind that franchise development professionals have heightened skills when it comes to communicating with prospects. But knowing if someone is a good fit is another ball of wax. Fortunately, there are tools that can assist. Our SpotOn! Assessment is one of them. We use the following statistically validated sciences to help you determine quickly if a prospect is the right fit for your franchise system:
- Values : Stanford Research & Dr. Clare Graves
- Stages of Growth Research: Neil Churchill, Caruth Institute
- Culture: Harvard Business School
- Work Style: UC Berkeley
- Core Competencies: Strength & Skill Finder, Gallup
- Emotional Intelligence: Dr. Daniel Goleman
Or, if you’re ready to take it next level, we can assess your current franchisees, target the performance markers of your top performers and generate reports that statistically compare your newest prospects to your top tier zee’s. The results are generated in, what we call, the Eclipse Report. I’ve attached samples below.
Tired of sifting, sorting and shuffling through a stack of ‘not sure they fit’ prospects? Ready to learn more about how to determine (and attract) right fit candidates? Visit our website: www.zorakleprofiles.com or feel free contact me directly at aubree@zoracle.net.
Still not sure?
Check out this SpotOn! Eclipse Report
Take the basic SpotOn! Assessment here