A Franchise pack must connect very quickly to encourage your potential Franchisees to keep reading yours instead of jumping to another opportunity. Some essentials you’ll want to include in your pack are:
Welcome page: Use this as an opportunity to thank people for requesting your pack, mention a few pointers such as easy, simple, affordable, etc and use it as the chance to introduce them to your exciting Franchise opportunity (tell them what you’re going to tell them).
Presentation: Keep your prospects reading with attention grabbing copy, written not just to inform but ethically influence them to consider your proposition as something they could really see themselves doing. Convincing copy, appropriate images and an uncomplicated presentation will all help to guide them and realise the potential of your opportunity.
How to reduce the number of unsuitable prospects: Your opportunity won’t suit everyone so one of the best ways to reduce the number of unsuitable prospects is to pre-qualify them (where possible) in your presentation. Consider including ‘Who Suits This Franchise’, ‘What Type Of People Join Us’ or similar can really help both parties assess in advance if it’s suitable before getting them to the next stage.
Business: Potential Earnings, Support, Package, Territory (if applicable), success stories or testimonials, third party endorsements or industry information are all expected and critical information to include. As well as anything else which aids proof it’s a workable and profitable option for them to consider more closely (tell them).
Call To Action: Very important that you actually direct prospects into what they need to do next. It’s likely you’ll want them to attend a Discovery Day or arrange a phone call with you, etc. Whatever it is make sure it is clearly communicated to them such as an invitation to a free, no obligation, etc. etc.
FAQs: This is one of the main pages people read because it gives them a quick summary. It’s also a great way to seamlessly add in anything else about the opportunity that didn’t perhaps fit with the main presentation. Just think of a suitable question to lead in to the information or answer (tell them what you’ve told them).
You might be wondering where you’ll put the information about you, the history of your company, etc.
Well, one of the best ways is to provide it in small snippets throughout your presentation. When a prospect is considering which Franchise to invest in, they will have certain criteria your opportunity must meet; therefore it’s more important to convey your opportunity to them and what they can expect than it is about your company’s history, at this point anyway.
Always remember the ultimate goal of any Franchise information pack is to first qualify them and second to get them to respond and move to the next stage of your process.