Customer relationship management (CRM) is necessary to help franchises grow and boost sales by nurturing leads for both franchisees and end customers. CRM software can facilitate effective relationship management while helping streamline sales.
In this blog, Mark Renehan, Vice President of Franchise Development, will help you choose the ideal franchise sales CRM software for your unique team.
What’s Covered:
- What Is CRM and How Does It Work?
- Our Expert Opinion on Franchise Sales CRM
- CRM in Franchise Development
- How to Create Workflows for CRM (And Why They’re Essential)
- Key Features of the Best Franchise CRM Software
- Challenges and Solutions in Franchise CRM Implementation
- How to Use CRM to Increase Sales Effectively
- How Does CRM Help Sales Teams in Franchises?
What Is CRM and How Does It Work?
CRM for franchises involves maintaining all communications to connect both internally and externally across the organization. Additionally, the right franchise CRM tool will help you measure performance and gauge success based on your goals.
Taking the best approach to CRM will ultimately keep you connected with our customers, optimize sales and other processes, and increase profits, maximizing customer loyalty across the customer lifecycle.
A robust franchise CRM system will give you the tools you need, including data tracking, communication tools for emails and more, and automation capabilities that boost productivity and collaboration.
However, you specifically need a solution that works for franchise sales CRM. While general businesses tend to use CRM tools for managing end customers and basic internal communications, franchise development will need these to maintain relationships with franchisees and customers alike across several locations.
Our Expert Opinion on Franchise Sales CRM
To boost sales and shorten the cycle, you must make use of franchise CRM the right way. The ideal solution will make it easy to seamlessly communicate with your team and external prospects, following up with all leads in your funnel.
Action Item: Choose the best franchise CRM software to meet your unique needs, and develop a strategy that will help you get the most from the software. The right approach will enable you to keep leads moving through efficiently at every level, including your franchisee and end customer targets.
CRM in Franchise Development
Franchises have particular needs when it comes to CRM in sales. For example, they need these solutions for:
- Multi-location management, potentially for hundreds of locations
- Organizing prospect data, including differentiating between franchisee and customer leads
- Scoring new leads
- Automating follow-ups for large numbers of leads
Some of the franchise sales CRM tools that can meet these specific needs include HubSpot and FranConnect, both of which have specially designed franchise CRM platforms.
Dual Benefits: Operations and Sales Management
As mentioned, CRM for franchise applications will entail balancing the nurturing of franchisee leads while maximizing sales with customers. There are plenty of case studies showing how franchises have used CRMs for both purposes.
For example, the Batteries Plus franchise was able to use FranConnect to optimize the sales cycle when communicating internally and with franchisees to help it reach its growth goals.
Meanwhile, Sage CRM assisted coffee franchise Second Cup in collecting meaningful customer data from its coffee shop kiosks, putting it to use in a holistic CRM solution.
Hotel franchise Wyndham also made use of Salesforce CRM to create unique customer profiles for improved personalization, which led to increased booking rates.
Proper implementation translates to enhanced customer service and satisfaction while also streamlining lead management for prospective franchisees. The end result is growth at every level and the ability to keep up with increasing demands across teams.
How to Create Workflows for CRM (And Why They’re Essential)
What is a workflow? Put simply, workflows allow you to create custom journeys for specific leads.
These workflows will send automated tasks out to you, your sales reps, and other team members, reminding them when to text, call or email a prospect. You can set these workflows in steps and the workflow will automatically proceed through the steps unless directed not to proceed, until a task is complete.
You can create these custom workflows by identifying these key components:
- Tasks or Steps: Individual actions or activities that need to be completed.
- Sequence: The order tasks are performed in.
- Participants: People, teams and systems responsible for completing each task.
- Resources: Tools, software, or materials needed to complete tasks.
Workflow Example for a Prospect
Here’s an example of what a workflow might look like for a franchise lead that clicks a CTA on your website requesting more information:
- Prospect relieves an automated welcome email
- Prospect receives an automated follow up email to book call with a sales rep
- A sales rep will be notified with a task to call, text, or email the prospect with a personalized message
- Prospect will receive an automated follow up email and/or text saying a sales rep just tried to connect with them.
- A sales rep will be notified with a task to call, text, or email the prospect again
- Prospect will receive an automatic email follow up about a potential missed opportunity
- A sales rep will be notified with a task to call, text, or email the prospect one last time
- Prospect will receive a “break-up” email notifying them they will no longer receive messages from the sales rep, but reminding them to reach out again when they feel ready
- A sales rep will be notified with a task to close out the lead in their CRM by moving it into the “dead lead” category.
- The CRM will send the “dead lead” to a new lead nurturing campaign sequence where you can customize the automation as you set it up to follow up once a month with a drip campaign or newsletter campaign.
Key Benefits of Workflows
- Efficiency: Reduces redundancy and saves time
- Clarity: Everyone knows their roles and responsibilities
- Consistency: Ensures tasks are done the same way each time
- Scalability: Makes processes easier to replicate and scale as needed
- Transparency: Allows tracking progress and identifying bottlenecks
Key Features of the Best Franchise CRM Software
When seeking the best franchise CRM system, there are certain features to look for based on your individual franchise needs.
Here are some criteria to help you locate the best CRM for sales teams:
- Contact data management
- SMS texting and email communication
- Marketing and sales automation
- Standardization and compliance measures for franchise growth
- Integrations with other business software
- In-depth analytics and reporting capabilities
With a better idea of how to find the best CRM for franchises, here are some of the top CRM software examples and a comparison of their features:
Challenges and Solutions in Franchise CRM Implementation
There are many potential challenges that franchises could face when adopting CRM solutions, such as:
- Low-quality or inaccurate data
- Data silos
- User adoption due to an unintuitive design or resistance to adoption
- Feature overload that leaves you unsure of where to start or go
- Inadequate integration capabilities
However, you can overcome these with the right approach to adopting CRM in sales. For instance, some viable solutions could include:
- Providing training to everyone who will use the software
- Taking a step-by-step approach to onboarding to avoid overwhelming teams
- Choosing intuitive software that’s easy to pick up and use
- Only using software the most integral features you’ll actually use
How to Use CRM to Increase Sales Effectively
To further optimize sales with franchise sales CRM, there are some strategies you can use to get the most from these solutions.
Set Realistic, Attainable Goals
An example here could include setting clear goals based on what you want to achieve, whether it’s a certain number of franchisee leads or sales figures with end customers. Based on these goals, you can then determine which features to use and which key performance indicators (KPIs) to track to measure your progress.
Incorporate Automation
Additionally, you can automate lead nurturing and follow-ups with personalized communications at every stage of the sales cycle. In turn, your sales teams could spend more time on urgent tasks and benefit from more overall productivity.
Measure Performance
Use analytics to assess performance based on your goals, and use the insights gathered for more informed decision-making.
Align Marketing and Sales
To keep your franchise marketing and sales teams on the same page and working toward the same goals, align both teams with your franchise CRM systems.
How Does CRM Help Sales Teams in Franchises?
There are several key ways CRM can help your sales teams, as long as you choose the right tools and implement best practices.
First, you’ll be able to simplify task management and follow-ups, keeping everyone within your teams consistently organized and communicative.
You can also personalize communications with potential franchisees. In your communications with potential and existing franchisees, your messaging might address certain pain points or concerns while appealing to their specific needs and wants as franchise owners.
Meanwhile, CRM in franchise applications could simultaneously track sales pipelines, identifying and eliminating potential bottlenecks to increase conversion rates. Based on the data you collect, you can continually optimize and streamline the sales funnel to maximize profits.
Make Full Use of Franchise Sales CRM With Ignite Visibility
Want some help with franchise sales CRM integration and other aspects of franchise marketing or sales? Ignite Visibility has the resources to help your franchise experience long-term growth in alignment with your goals. We’ll help with everything from sales efforts to franchise advertising, potentially putting together a complete franchise lead generation strategy.
Specifically, our experts can help by:
- Helping integrate CRM for franchise operations
- Demonstrating how to use CRM to increase sales
- Aligning your teams for successful adoption
- Managing other aspects of your franchise sales and marketing efforts
If you’re interested, reach out to us today, and we’ll get in touch to discuss your unique franchising needs.
