Franchise Sales Secrets Podcast
Sep 15, 2026 · 22 min · 10 segments
In this episode, I talk about achieving HARD Goals and how to set up your own system of accountability to help you move from your expectations and current reality to what needs to be done on a daily…
I want to start off today talking about a book that Mark Murphy wrote several years ago called Hundred Percenters, and in this book, on page 28, he makes this statement: "Rather than making sure your goals fall within the role of the eminently achievable, hard goals push all the people involved beyond their current self-imposed restraints and help them discover where their limits, if any, really exist.
To be effective, hard goals must be four different elements here.
Number one, heartfelt.
In other words, they exist to serve something bigger than ourselves.
Number two, animated.
They're so vividly described and presented that to not reach them would leave us wanting.
Three is required.
They're as critical to our continued existence as breathing and water.
And four, difficult.
They're so hard that they'll test every one of our limits." Close quote.
Now, I want you to think about that for a minute.
Hard goals.
Heartfelt, animated, required, and difficult.
So here's what I want you to do as an assignment here, and I want you to think about this as we go through this particular training.
I think that a great definition of the kinds of goals you should have at your franchise and what you strive to accomplish every day as a franchise developer with the franchisees and other clients you work with are these four things.
It really encapsulates all the elements of that.
So you want franchise candidates to sense your heartfelt commitment to help them to find the perfect business.
That's what, uh, your job is as a franchise developer.
You also need to be animated in your questions and listen in an animated way so you can build trust and fill out exactly what he or she is looking for.
Then have the determination to do whatever's required to make the sale, and be persistent and persuade the candidates as they overcome the most difficult and challenging objections that they have.
Now, how to measure a goal is really important.
So if you're looking at that, you have to put forth all of your effort all the time, you know, if you are going to accomplish your goals, your hard goals or otherwise.
But I want to start you with this idea, that you need to identify what you believe are the hard goals you face at your franchise each and every day based on what you expect, what you're currently doing, and what you want to set as your new hard goal based on the definition I just explained.
I want to start off today talking about a book that Mark Murphy wrote several years ago called Hundred Percenters, and in this book, on page 28, he makes this statement: "Rather than making sure your goals fall within the role of the eminently achievable, hard goals push all the people involved beyond their current self-imposed restraints and help them discover where their limits, if any, really exist.
To be effective, hard goals must be four different elements here.
Number one, heartfelt.
In other words, they exist to serve something bigger than ourselves.
Number two, animated.
They're so vividly described and presented that to not reach them would leave us wanting.
Three is required.
They're as critical to our continued existence as breathing and water.
And four, difficult.
They're so hard that they'll test every one of our limits." Close quote.
Now, I want you to think about that for a minute.
Hard goals.
Heartfelt, animated, required, and difficult.
So here's what I want you to do as an assignment here, and I want you to think about this as we go through this particular training.
I think that a great definition of the kinds of goals you should have at your franchise and what you strive to accomplish every day as a franchise developer with the franchisees and other clients you work with are these four things.
It really encapsulates all the elements of that.
So you want franchise candidates to sense your heartfelt commitment to help them to find the perfect business.
That's what, uh, your job is as a franchise developer.
You also need to be animated in your questions and listen in an animated way so you can build trust and fill out exactly what he or she is looking for.
Then have the determination to do whatever's required to make the sale, and be persistent and persuade the candidates as they overcome the most difficult and challenging objections that they have.
Now, how to measure a goal is really important.
So if you're looking at that, you have to put forth all of your effort all the time, you know, if you are going to accomplish your goals, your hard goals or otherwise.
But I want to start you with this idea, that you need to identify what you believe are the hard goals you face at your franchise each and every day based on what you expect, what you're currently doing, and what you want to set as your new hard goal based on the definition I just explained.
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