Franchise Sales Secrets Podcast
Jul 1, 2026 · 16 min · 10 segments
Research has shown that seven out of ten marketing messages are misunderstood, mistaken, missed, or just plain messed up in one way or another. What this means is that you must be absolutely clear…
Research has shown now that seven out of 10 messages are misunderstood, mistaken, missed, or just plain messed up in one way or another.
I think part of the reason for that is because the number of communications has dramatically increased over the years with people looking at what they're looking at, what they're observing and thinking about.
But a lot of times there's just a mismatch between the message and the market or the message and the person you're trying to communicate with specifically.
So what this means is you have to be absolutely clear about what it is you're asking.
and what the franchise candidate means by whatever he or she says in order to help them find the perfect franchise to start.
In any interaction with franchise candidates, enthusiasm always sells more than knowledge about the franchise brand.
That's an important thing to remember.
Your enthusiasm goes a lot longer than the data and the detail you're going to go through, your excitement about it, your enthusiasm for them being a part of it and joining that franchise brand and seeing that.
Now, on the other hand, the quickest way for you to lose trust with a franchise candidate is to share information, including facts and claims that aren't accurate.
And that means you have to know your stuff.
You're going to have people who observe things on there.
It's important for you as a franchisor to be providing information that's positive, that's about you.
But there may be people out there saying negative things or inaccurate things about you, too.
And if you're not addressing those things or having something to counter those kind of messages, if those are coming out, that you're sharing what is positive about you so they get excited about the business that you have for yourself.
Now, one piece of encouragement I would give to you about this is just to be yourself and let people get to know you and get up and talk with them a little bit about that.
Research has shown now that seven out of 10 messages are misunderstood, mistaken, missed, or just plain messed up in one way or another.
I think part of the reason for that is because the number of communications has dramatically increased over the years with people looking at what they're looking at, what they're observing and thinking about.
But a lot of times there's just a mismatch between the message and the market or the message and the person you're trying to communicate with specifically.
So what this means is you have to be absolutely clear about what it is you're asking.
and what the franchise candidate means by whatever he or she says in order to help them find the perfect franchise to start.
In any interaction with franchise candidates, enthusiasm always sells more than knowledge about the franchise brand.
That's an important thing to remember.
Your enthusiasm goes a lot longer than the data and the detail you're going to go through, your excitement about it, your enthusiasm for them being a part of it and joining that franchise brand and seeing that.
Now, on the other hand, the quickest way for you to lose trust with a franchise candidate is to share information, including facts and claims that aren't accurate.
And that means you have to know your stuff.
You're going to have people who observe things on there.
It's important for you as a franchisor to be providing information that's positive, that's about you.
But there may be people out there saying negative things or inaccurate things about you, too.
And if you're not addressing those things or having something to counter those kind of messages, if those are coming out, that you're sharing what is positive about you so they get excited about the business that you have for yourself.
Now, one piece of encouragement I would give to you about this is just to be yourself and let people get to know you and get up and talk with them a little bit about that.
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