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How to Deal With ‘That’ Franchisee That Won’t Invest in Marketing

Jordan Wilson Senior Vice President of Sales

Every franchisor’s had to deal with that franchisee...the one that won’t get on board the marketing train.

And it’s a problem.

When that owner fails to invest in marketing like they should, they’re preventing your brand from getting the visibility it deserves—which means sales aren’t as high as they should be and your bottom line suffers.

So, how do you get a resistant franchise owner to come around to your way of thinking?

Here are four helpful tips for How to Deal With ‘That’ Franchisee:

1. Educate before you ask

Person taking notes

Franchisees aren’t going to invest in something they don’t understand—before asking them to contribute their time and money to your plan, offer a little Marketing 101.

Teach them about the franchise marketing tools and strategies available to them (websites, search engine optimization, paid search ads, social media ads, video ads, etc.), and how each one can create exposure and new customers for their business.

Here are a few different ways you can create a classroom-like environment for your franchisees:

  • Seminars at your franchise brand’s corporate meeting

  • Live webinars

  • Online videos

  • Print and digital booklets, newsletters, brochures, etc.

  • Emails featuring blog posts, articles, and other educational assets.

Don’t ever assume your franchisees know what you do—start from square one, explain the basics, then start building their knowledge base.

2. Show the Benefits

Person processing credit card payment

Show your franchisees the value of marketing, so they perceive it as an “investment” instead of an “expense”.

Help the understand marketing as a boon for their business instead of a bane—something that will:

  • Connect them with more customers

  • Bring more leads to their salespeople and storefronts

  • Lead to a dramatic increase in sales, revenue, and profit

  • Give their businesses increased financial stability year-round

Your franchisees aren’t holding out on marketing because they want to be stubborn or difficult—they’re doing it because they don’t really understand how it will help them.

By being clear about the benefits, you could potentially shift their mindsets.

3. Share the story of a “champion” franchisee

Woman Speaking

Nothing is more convincing than a real-life story with real-life results, so show skeptical franchisees how their peers are winning thanks to an investment in marketing.

Choose at least one “champion” franchisee who succeeded with effective marketing and tell their story—whether that’s through a written case study, a video, or speaking roles at your franchise events. You can even have them speak directly to franchise owners who are still on the fence.

When you share your “champion’s” story, be sure to clearly outline the marketing strategies they used and the new calls, customers, and revenue they captured as a result (in comparison to the business they were generating before).

Highlight information like:

  • How much money was invested

  • How long the campaign lasted

  • How many new leads and customers were acquired

  • How much revenue was generated

  • The return on investment (ROI)

Sometimes all it takes is a powerful story to change a franchise owner’s mind.

4. Be intentional about bringing franchisees on board

Person Taking Notes

If you want to get all your franchisees properly marketing their businesses, you need to be proactive.

Don’t leave it up to them to figure it out on their own—take the time to educate them, talk to them about what kind of marketing you want them to do, connect them with helpful resources, and provide proof about how this has worked in the past. And be available to answer any questions they may have.

Don’t be forceful, but be clear about what you’d like them to do in terms of marketing and why.

If you’re not proactive, you can’t expect the same from your franchisees.

Ranked as the #1 Franchise Marketing Company by Entrepreneur Magazine, Scorpion has become a trusted resource for franchisors that want to generate more business and grow their brands.

If you want to improve your franchise marketing and get better results, don't hesitate to speak with someone from our team. We’d love to hear from you!

How to Deal With ‘That’ Franchisee That Won’t Invest in Marketing
About the Author
Jordan Wilson Senior Vice President of Sales

Jordan Wilson is the Senior Vice President of Sales at Scorpion. For nearly a decade, Jordan has worked with businesses of all sizes, from Fortune 500 companies to franchises at the local level. Professionally and personally, he fosters the relationships he develops with his clients, always striving to exceed their goals and expectations. Jordan graduated from the University of Mobile where he played college soccer and won the National Championship in 2002. He is an avid traveler, loves a good Irish Pub, LSU Football, and spending time with his family.

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