by Nick Strong, MD of www.SelectYourFranchise.com

Like in any sales cycle the franchise sales manager needs to understand the process of managing the buyer and the psychology of buyer. All franchise buyers are driven by aspiration and need. The balance will often be determined by the economy. In times of high employment and job stability buyer enquiries normally deliver high aspiration individuals. In times of economic uncertainty forced unemployment and redundancy often provides buyers who have find a new we carrier.

In both cases the buyer is motivated and looking for a better way forward for their working lives. This is especially so during times of a slowing economy. At such times hard working and productive people can loose their jobs though no fault of their own. When redundancy strikes the once loyal employee can move towards a future where their fait is in their own hands. Franchising offers just that opportunity.

When a buyer first approaches a franchise business he is usually looking for reasons to buy and move forward. The closer the buyer moves to the ‘close’ the more he will look for reasons not to buy. This is normal psychology. The cost and commitment required by the franchisee is huge. A franchisee may have to put his house on the line to buy the franchise so belief in the franchisor and their business system must be absolute.

This means that the franchise sales manager must treat the buyer with great dignity and respect. The sales manager must providing the buyer with clear information and support during the buying process. This will inform the buyer just how he expects to be supported should he become a trading franchisee. A good business system alone is not enough. The franchisee is a ‘disciple of the brand’ he invests his time, money and effort into. He must trust the franchisor and identify strongly with the system’s products, services and values.

The most important attributes in any successful franchisee are:
Enthusiasm
Hard working
Follower of the proven system

It is vital therefore that during the recruitment process the franchise sales manager has a clear path for the buyer to follow. The reason for this is to demonstrate that the buyer can follow a system effectively. Early failure or disagreements on behalf of the buyer should set alarm bells ringing for the franchise sales manager.

Selling a franchise is not like selling a product. It is more like the process that leads to a long term contractual commitment such as marriage. Both sides better make sure that they can and want to work together as separation after contract can be messy, time consuming and expensive.

When franchise sales is done well both seller and buyer can do very well. Franchise business added £13 billion to the UK’s GDP according the the Nat West BFA franchise survey of 2008. Franchise business grew five times that of the UK economy during the same period according to the report. This all happened because motivated franchisees followed the franchisors well developed business models enthusiastically and effectively.

Franchise business works for the franchisor, franchisee and their customers when they all believe in the system and in each other.

Franchise marketing specialists, Coconut Creatives has been involved in a number of exciting projects over the last year. Many of these projects could not be publicised due to confidentiality agreements, yet here for the first time, some details can be disclosed!

FitKid, who announced the launch of FIVE new franchisees just before Christmas is now entering its third year of working with Coconut Creatives. The Coconut team work with FitKid on a number of projects including franchise recruitment campaigns and franchisee training, to assist them in achieving their objectives and offer fun fitness classes to help combat childhood obesity.

This week, Coconut Creatives assisted FitKid to send out its ‘breaking news’ of its latest strategic partnership with the international brand LazyTown. Its creator Magnus Scheving, appeared live on BBC Breakfast to launch the new partnership between FitKid and LazyTown, on Wednesday 7th January.

Nicky, Managing Director of FitKid comments “We really enjoy working with Coconut Creatives because they understand what we want to achieve and offer such fantastic support. They are not only our franchise marketing arm; they have become good friends and trusted associates.”

Later this month, Coconut Creatives founder Sarah Cook and her colleague franchise marketing specialist Sally Butters will be speaking to the national franchise network for Spettro Ltd, at their first annual franchisee seminar in Birmingham. Spettro are now in their second year of working with Coconut Creatives and have helped take Spettro from 2 franchisees to over 20 in 12 months.

Jenny Smith, Co-director at Spettro comments “Sally and Sarah from Coconut Creatives have become very much a part of our team and part of our company. They have exceeded our expectations in pushing Spettro forward in so many ways and we are truly delighted with the progress that we have seen. We wholeheartedly recommend them, they are not only a delight to work with but extremely professional and knowledgeable in marketing and public relations.”

Just days after returning from her South African honeymoon in September ‘08, Sarah Cook was back on the plane, this time to Morocco on a site visit for franchisor client, Murcia Villas, a successful property management company based in Spain. This month sees the expansion of Murcia Villas with Resort Morocco and the first franchisee for Morocco is already on board and working in Saidia.

“Coconut Creatives assists us in our franchise recruitment, overall marketing and PR strategy. Quite simply we have been very pleased in the work they have carried out for us. There has been an absolute commitment from the start to understand our particular business, establish how we could improve on our brand awareness and assist in completing the objectives of our franchise recruitment plan. All of which was achieved in 2008 and therefore we look forward to continuing our business relationship with Coconut Creatives throughout 2009,” explains Hugh James, Director for Murcia Villas and Resort Morocco.

“We are honoured and delighted to be working with so many excellent and exciting franchise brands,” says Sarah Cook. “It has always been our goal to offer a professional franchise marketing service covering the areas of franchise recruitment, company branding and business development. And because we keep our consultancy fees low, our clients can afford to work with us over the long term.”

Coconut Creatives will again be offering free one 2 one consultancy clinics at this years Franchise Marketing Conference on the 17th September. For further information about Coconut Creatives services or to reserve a space on one of the forthcoming free clinics email Sarah Cook at sarah@coconutcreatives.co.uk

***breaking franchise news***
Magnus Scheving appeared live on BBC Breakfast to launch a new partnership between FitKid and LazyTown on Wednesday 7th January.

LazyTown and FitKid have joined forces to launch an exciting new franchise business opportunity enabling franchisees to deliver official LazyTown classes and Parties within FitKid’s proven franchise business network.

With so much concern and media interest over child health and obesity, LazyTown and FitKid’s partnership will cement two companies with drive and passion to offer healthy lifestyle choices to Children. We offer the perfect solution to providing healthy fun activity classes which are enjoyable for all.

Learning the joys of an active life as a child is a vital skill that enables children to become healthy, confident adults. LazyTown classes ensure the children enjoy themselves so much that they keep coming back for more.

Nicky Kay, Director FitKid says “It is fantastic to be working with LazyTown, Children love Sportacus and Stephanie and now they can come along and have fun at the LazyTown classes. This new opportunity will assist in encouraging more Children to be active and meet our aims of inspiring them to lead a healthy lifestyle.”

Magnus Scheving, the creator/director and star of LazyTown, will be attending interviews in January to support the launch of LazyTown FitKid (UK) – fun fitness classes for kids. Sessions will incorporate the LazyTown music and dances along with fun play equipment such as parachutes, space hoppers, balls, etc. encouraging kids to move and get active. Parents will also be able to book LazyTown themed birthday parties for their child.

Magnus says, “We’re very excited about working with FitKid (UK).They’re a terrific company who really understand the LazyTown philosophy of making fitness fun for kids.”

The current FitKid franchise package will be relaunched to include LazyTown, enabling the fantastic opportunity for our franchisees to also deliver branded LazyTown classes and parties to help encourage children to lead an active lifestyle. If you are interested in finding out further details about this franchise opportunity or would like your child to attend the new LazyTown classes, please email nicky@fitkid.co.uk for further details.

FitKid are looking for people to join us in taking this opportunity to the next level and delivering LazyTown Classes and Parties to Children in their local community offering a substantial business opportunity.

E-mail Nicky now at nicky@fitkid.co.uk for further information on how you can become involved in this exciting new business opportunity. Visit www.fitkid.co.uk for further information.

Check out – http://news.bbc.co.uk/1/hi/programmes/breakfast to view Magnus’ interview.

Coconut Creatives Ltd like to announce the arrival of our latest new Coconut, Stephanie Randell who joined us before Christmas and works at the head office in Somerset.

Stephanie’s profile will be arriving soon at www.coconutcreatives.co.uk giving nosey people an opportunity to read all about her. We hope you have had a wonderful Christmas and New Year and if you’re feeling the January blues, why not take advantage of a Travel Lodge special offer we came across and book up a weekend away for £9 a night, bargain!