Running a franchise is akin to running a sales territory for a large company, VAR or Telecom agent. One of the reasons I love this metaphor is because in franchises, marketing is done at the Corporate level while the franchises are responsible for local marketing activities. But local marketing activities have to meet the guidelines of Corporate.
I love Subway, so let’s use that as an example to further illustrate this.
You go into a Subway store anywhere in the country and for the most part, they have a similar layout. Everything else is exactly the same – menu, products, marketing, and best practices, so it’s an even playing field.
As a salesperson, it’s also an even playing field as you’re representing either the same product as other salespeople in your company the same or similar ones as your competitors.
But one thing that stands out is how you build new and last relationships.
I’ll never forget a Subway in Hartford, Ct, where the friendly owner was giving away free fresh baked cookies to the packed house. That really left an impression on me and have been back there several times when I’m in the area for that reason. There are tons of Subways around there but I go out of my way to go there.
That’s Personal Branding and out of the box thinking at it’s best. It’s up to you as a salesperson to leverage the tools you have and make them your own. No-one knows your market better than you.
Field marketing and personal branding comes down to you.
Hence, the Marketing your Franchise metaphor to make the point. Whether it’s giving out cookies or being a thought leader, salespeople have to be effective marketers in this omichannel world.
Do you agree?