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30 10, 2019

The Franchise Manual Podcast – Episode #29 – Creating Customer Loyalty

By |October 30th, 2019|Podcast|Comments Off on The Franchise Manual Podcast – Episode #29 – Creating Customer Loyalty

My Podner duo in this episode is Andy Erskine and Bob Gappa of Management 2000, and they’re going to talk with us today about the importance of customer loyalty, what drives it, and how to manage it.

Time Stamps

Andy Erskine Intro 00:00:29
Segment 1 00:02:36
Get to know Andy
Segment 2 00:11:20
Topic Segment –Creating Customer Loyalty
Segment 3 01:05:10
Quickdraw Questions

TOPICS DISCUSSED IN THIS EPISODE:

What is customer loyalty?

  • Transaction count is NOT the same as customer loyalty.
  • Another term for disloyalty (brand adultery)
  • Customer loyalty is tightly woven into Brand, which is made up of the emotion that you create with your customers

What makes customers loyal?

  •  Loyalty is built around emotions and emotions come from the customer experience
  •  The way that you interact with your customer (operating system) is what creates positive or negative emotions.
  •  Repeat customers are a result of your team members creating an emotional bond with the customer through the delivery of your product or service.
  •  Brand standards should focus on creating the emotions that make customers want to talk about their experience with their sphere of influence and go back.
  •  The Operations Manual is in place to create customer loyalty.
  •  To understand what creates positive or negative emotions in a customer, we need to understand the customer journey.
  •  The customer journey is literally every interaction that a potential customer has with you before, during, and after doing business with you
  •  Visible versus invisible standards – both affect the customer and loyalty. Invisible standards are those not customer facing, like ordering a sufficient amount of material to deliver the product.
  •  The issue with system standards is that there isn’t enough forceful compliance when they aren’t being followed and there isn’t enough positive reinforcement when they are, and so they don’t seem important to either the franchisee or franchisor.
  •  Brand icons are as important to customer loyalty as brand standards. Brand icons are the aspects of your business that you are absolutely known for.
  •  Emptions are what create the brand rather than a well-known company.

How do you measure customer loyalty?

  •  Technology is how to track customer loyalty through cell phones and credit card transactions
  •  Knowledge is power. Know your customers behavior data and use that to create the emotional connection in them to make them loyal.
  •  By understanding what customers value, we can create customer loyalty
  •  Prism will segment your credit card transactions into demographics and behaviors

What do you do with customer loyalty data after you get it?

  •  Data helps you refine your message to your real customers – understanding what they value so you can deliver the value that they want, which in turn creates loyalty
  •  Don’t confuse frequency due to convenience with loyalty.

What should I be doing today as it relates to customer loyalty?

  •  Start enhancing what it is that the customer values by understanding who the customer is.
  •  Stop thinking of yourself as a franchisor and start thinking about yourself as a steward of a brand.
  •  Stop having a franchisee advisory council and start having a brand advisory council
  •  Answer three critical questions. Know who your customers are. Know what they value. Know how to enhance what they value.
  •  Know how to make their experience personal.
  •  Help the customer make a connection to your brand
  •  Select employees, don’t simply hire them.
  •  Focus on how to create a great place to work
  •  Team members should know that their job is to create an experience that makes the customer want to come back
  •  Training a team member is usually only focused on the activity, which is simply skills, knowledge, and abilities. In addition to that, you should focus on developing people’s understanding and emotional commitment to the purpose of their job, which is to get the customer to want to come back.

Books Mentioned
Love Marks
By Kevin Roberts

The Effective Executive
By Peter Drucker

Emotionomics
By Dan Hill

Retail is Theater

Andy Erskine
Management 2000
800-847-5763
Kit Vinson
214-736-3939 x 101

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29 08, 2019

The Franchise Manual Podcast – Episode #28 – Generating Franchisee Leads

By |August 29th, 2019|Podcast|Comments Off on The Franchise Manual Podcast – Episode #28 – Generating Franchisee Leads

My Podner in this episode is Red Boswell and he’s going to talk with us today about how to generate franchisee leads. This is one of the hottest topics with franchisors. This discussion will benefit both new and seasoned franchisors.

Red is a unique character, and I mean that in a good way. This guy has been driven to make money ever since he was a kid. Starting in grade school when he was selling NFL pencils for a profit, into hos twenties when he build up a pet services franchise system  all the way up to 148 units. He’s been operating in the world of franchising practically his entire adult life. He’ll give us more details in just a few minutes.

Red now gets to fuel his business building passion as President of the International Franchise Professionals Group (IFPG), The World’s Largest and Most Respected Franchise Consultant Organization. .

Time Stamps

Red Boswell Intro 00:00:28
Segment 1 00:02:05
Get to know Red Boswell
Segment 2 00:29:45
Topic Segment – Generating Franchisee Leads
Segment 3 01:01:50
Quickdraw Questions

TOPICS DISCUSSED IN THIS EPISODE:

The cost of a lead

  • The average cost of a lead in 2019 is $10,000
  • That number does not including commissions
  • That number includes large companies that don’t need to spend anything for leads because their brand is so well knows that they don’t need to advertise to get leads
  • Small companies usually pay a lot more to generate leads since their concepts usually don’t have any brand recognition

16 sources of leads

  • Direct mail
  • Print
  • Online
  • Brokers
  • Referrals
  • Consumer / Clients
  • PR
  • Industry / Conversions
  • Prospecting
  • Buying leads
  • Live events / Expos
  • Mobile / Roadside
  • Upgrade / Multi-unit Operators
  • Past leads
  • Guerilla marketing
  • TV Radio

The marketing mix is a moving target and is different for every concept. There is no silver bullet, one size fits all solution for the marketing spend mix.

Do a lot – do it for a long time – test and measure

Every option will involve one or all of these three

  • Time
  • Money
  • Resources

The trick is to utilize the options that require the resources you have the most of.

Red’s Favorite Five

Red says that every solution must be customized to the individual concept, but if he HAD to pick his favorite five, the would be:

Brokers

  • Best option for any size franchisor
  • You pay to be a member then pay a commission per close
  • Many broker groups won’t accept smaller start-up concepts
  • Big saver of time and resources

PR

  • Hire a PR firm
  • Find one who is familiar with the world of franchising
  • IFA members a plus
  • Validate with their past clients

Industry Conversions

  • Converting existing business people who are struggling
  • You never know who may be disenchanted with operating their own concept and who would love to convert
  • These are cold calls usually

Live Events / Expos

  • Usually between $5k and $10K per event
  • Use common sense and work it hard
  • Energy – follow-up – is key

Online

  • You could make online all five
  • PPC Pay per click / Banners
  • SEO of your own franchise site
  • Develop a GREAT portal that grabs and tracks leads and conveys the information well. Portals tend to generate  a lot of volume with lower quality, but still worth the spend
  • Social media posting
  • Big data targeting
  • Job boards – make a job advertisement  with the tag “some investment required” – describes a dream job

Bonus Source: Guerilla Marketing

  • Example: flyers on every windshield at the local franchise expo

Common mistakes made by franchisors as it relates to lead sources:

  • Lack of infrastructure – be able to walk away from your business for 6 months
  • Don’t try to run your business and franchise it all by yourself
    • Franchise Development person
    • Marketing person
    • Onboarding / Training person
    • Field support person
  • Lack of good ops manuals
  • Not charging enough for the franchisee fee in order to pay for the costs associated with lead generation and other expenses
  • Negotiate a broker commission too low – nobody will show your system if the commission is too low
  • Seek wise counsel

Books Mentioned

  • Franchise Management for Dummies
  • Becoming a Strategic Business Owner
  • How to Win Friends and Influence People
Red Boswell
International Franchise Professional Group
888-977-4374 x 112
Kit Vinson
214-736-3939 x 101

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25 07, 2019

The Franchise Manual Podcast – Episode #27 – Franchising 101

By |July 25th, 2019|Podcast|Comments Off on The Franchise Manual Podcast – Episode #27 – Franchising 101

Franchise Manual Podcast #27 - Franchising 101My Podner in this episode is Rob Vinson and he’s going to talk with us today about Franchising 101 – Where to start when you backed into franchising by accident, and don’t know where to go.
Rob has been a franchise attorney for 26 years. He was a partner at the prestigious law firm of Strasburger and Price, which is now Clark Hill after an April 2018 merger. Over 13 years he worked his way from associate up to partner. In 2001, he started his own law practice of Vinson Franchise Law and has been doing that ever since. He works, and has worked, with clients all over the United States as well as internationally.
Rob is also a founding partner of FranMan Inc, a company that specializes in producing franchise operating manuals.
In 26 years Rob has accumulated a great deal of experience that he is going to share with us today.

Time Stamps

Rob Vinson Intro 00:00:27
Segment 1 00:02:00
Get to know Rob Vinson
Segment 2 00:22:32
Topic Segment – Franchising 101
Segment 3 01:06:50
Quickdraw Questions

TOPICS DISCUSSED IN THIS EPISODE:

  •  What is Franchising?
  •  Business Format Franchising versus Product Distribution Franchising
  •  What is the difference between franchising and traditional licensing?
  •  What are the three elements that must be present in order to be considered a franchisor by the FTC?
  •  Just because you may not be considered a franchise by the FTC, you may still be considered a franchisor by the state government.
  •  Why franchise instead of expansion through company owned locations?
  •  What types of business lend themselves to franchising and which don’t?
  •  What elements of a business does Rob look at when advising a client on whether the business is “franchisable”?
  •  What resources are available to a new franchisor to help navigate the waters of franchising?
  •  How can a franchisor find a franchise attorney?
  •  What should the franchisor consider when selecting a franchise attorney?
  •  What services do franchise attorneys offer to franchisors?
  •  What and why is the FDD and Franchise Agreement?
  •  What are the dangers of a new franchisor using a template to create their own DFF and Franchise Agreement?

Rob Vinson
Vinson Franchise Law Firm
rob@franchiselaw.net
Phone: 775-832-5577

Kit Vinson
FranMan Inc.
kit.vinson@franman.net
214-736-3939 x 101

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