Winning at Lead Generation - Achieving Success with Portals
If you've been around the franchise development block (like us), it's almost certain that you have heard of, if not been a customer of lead portals. Ever since the internet has been around, websites like ours have had a role to play for capturing interest in franchising.
As one of the oldest portals in the space and having worked with customers of all shapes and sizes, here are some tips that help our clients see the most success with our advertising programs!
Build a Relationship with your Client Manager
Keep in mind that on this end of the client-portal relationship, there is a client manager actively tending to all your questions and queries. Make sure you maintain a good feedback loop with your manager, let them know about your experience and how they can work better to continually improve the program.
If there's one conversation we can recommend you having with your client manager, it's about aligning expectations on the proper timing necessary to achieve the results we're both looking for.
Contact Leads As Quickly As Possible
We’ve found that our clients have had the most success when they attempt to contact their leads instantaneously! Clients see even better results when they use an automated messaging software to work their leads - to reach those leads at any time of the day even when they come through in the middle of the night or on the weekends.
Once you’ve attempted to contact your leads, it’s good to have some follow up processes in place, to make sure as few leads fall through the cracks (or rather, out of the sales funnel) as possible.
Another important thing to note here is to make sure you and your client manager have the same understanding of what ‘Contact Rate’ is being defined as - this will help your manager best tailor your program to fit your brand, advise on the right products to support your sales processes and help you see success in closing those new franchise deals.
Work with a Larger Volume of Leads
And of course, if you’re looking for a boost to your sales, increasing the volume of leads you’re getting from portals may be a good idea. We know the statistics - only one in every few hundred leads gets closed as a deal. So naturally, more leads = more deals!
In addition to that, larger volume reflects cost savings (we’ve written an entire article on it previously here). As long as your company has the infrastructure to support a larger volume of leads, you’re definitely getting a better deal.
The design of programs with portals have drastically changed over the years. Apart from seeing a change in what potential franchisees are looking for, technology has also enabled us to build lots of features for us to support our franchisors in their work. As the franchise space continues to evolve, we’re extremely excited to see how we can even better support our clients through our system in the coming years!
Abigail Chloe Chew is the Digital Marketing and Accounts Specialist at FranchiseHelp. She almost always replies to her messages instantaneously.
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