In the world of real estate, confidentiality is often guarded as a sacred principle. The idea of keeping your cards close to the chest is not just a strategy; it's a necessity. However, in the world of franchising, where success is a collaborative effort, a glimpse into your secret sauce can be powerful in bolstering franchise sales.
Scott Breimhorst, vice president of franchise development at Discover Strength, shared insights during a Buxton webinar on how the company effectively incorporated Buxton’s solution into their development process. Let's explore a synopsis of the three steps Scott took to make Buxton a household name among prospective franchisees, and how that helps when guiding franchisees in the sales and eventual site selection process.
3 Steps for Guiding Franchise Development Using Buxton Insights
Step 1: Educate Franchisees Early
The journey towards franchise success begins with early education. Immediately introduce Buxton into the franchisee education process, positioning it as synonymous with data, precision, and a key asset in territory identification. Clearly articulate to franchisees that the investment in Buxton reflects the company’s unwavering commitment to a precise approach in identifying and enhancing territories. Scott shared, "Buxton has become a key piece of the process of educating our future franchisees."
Step 2: Elevate Presentations with Buxton Data
In presentations, emphasize the significance of Buxton's data capabilities, ensuring franchisees are well-acquainted with its power. Here are three ways to incorporate Buxton data into your presentations:
- Enhance franchisees’ understanding of territory potential through visualizations of territories layered with household data, which can be created using Buxton tools such as SCOUT.
- Pull out franchisee-friendly elements from site score reports to illustrate how potential sites compare to existing studio locations based on key metrics. Educate franchisees on interpreting these reports, cultivating a robust, data-driven sense of security.
- Adopt transparency by intermittently opening the Buxton Platform during meetings, providing potential franchisees with a firsthand look at data and decision-making processes. This transparency solidifies trust between the brand and its franchisees.
Scott mentioned, “Having Buxton available to potential candidates right away in the franchise sales process has been very valuable to show we have made an investment in their success."
Step 3: Bolster Territory Checks
Respond proactively to territory checks from brokers with insightful site score reports, aiding them in steering clients towards or away from specific areas based on data. Leverage Buxton to complement the expertise of brokers, making the process more efficient and informed. By providing data-driven recommendations, you contribute to the strategic decision-making process and reinforce the brand's commitment to guided, successful franchise development. Scott highlighted, "Buxton became our compass, guiding us to the most promising territories.”
Conclusion
As illustrated through Discover Strength's journey, integrating Buxton into your franchise development process is not about keeping it all to yourself—it's about sharing the insights needed for a successful journey. These three steps—early education, data-rich presentations, and informed territory checks—compose a roadmap for maximizing your Buxton subscription. By embracing these practices, your fitness franchise not only harnesses the power of accurate data but also communicates transparency and commitment to potential franchisees.
Learn more about Discover Strength’s results in this case study.
