There are generally four stages in recruiting franchisees: contact, understanding, dispelling doubts and reaching a deal. The psychology of franchisees at each stage is also different, so we should change the corresponding skills and break them one by one.
1 contact phase
Franchisee psychology: This is the first stage. Franchisees know your brand in some way, and their first impression is good, which means they want to know more about it.
One of the skills of catering franchisees: diverting attention
At this stage, you must first understand the basic situation of the other party, such as available funds, entrepreneurial intention, and the degree of intention to the project, so as to pave the way for the next project introduction. At this time, if you want to get customer information but can't ask directly, you can take the method of beating about the bush.
Actual case
Manager: You know that although the risk of joining a chain is very low, the management ability of the franchisees is still extremely important. We don't require relevant industry background, but basic management ability is indispensable. Therefore, first of all, we will do some basic understanding of your previous business projects and management background. Can you tell me what kind of business you have done before, or what kind of position and management work you have done?
case analysis
On the surface, it is to evaluate the background of the other party, but in fact it is hidden, which makes the other party inadvertently expose his background, financial situation, investment scale and so on.
The second skill of catering franchisees: throwing bricks to attract jade
After understanding the basic situation, if you feel that the other party is a potential customer, you need to arouse his interest. If we talk directly about how good our company is and how great our projects are, it will inevitably become boasting and arouse the other side's disgust. At this time, it is necessary to throw a brick to attract jade, indirectly provide relevant content and information, guide the other party to analyze and judge for themselves, and get the results we want.
2. Understanding stage
After getting to know each other, it's time to learn more about your project. At this time, we must let the other side know more about the project content and investment scale.
The third skill of catering franchisee recruitment: anti-customer-oriented
Usually, customers have many questions to answer. If we explain them one by one, it will not only waste time, but also make the other party lose attention. At this time, we can adopt the anti-customer strategy, first guide the other party to ask questions, and then we will add the rest of the key points slightly after the other party has asked their own questions.
3. Disambiguation stage
After the two sides introduce each other, the customer's psychology will still have many doubts. At this stage, it is necessary to eliminate the potential worries of the other party, enhance his investment confidence and guide him to make good decisions.
The fifth skill of catering franchisees: playing hard to get.
When a person receives a lot of information again, it often takes some time to absorb and digest it. In feeling. He will realize this and remind himself repeatedly that he can't listen to opinions and make decisions in a hurry. He should calm down first. At this time, the more we are eager to make a deal, the more defensive he will be. Therefore, we might as well play hard to get and help him relieve stress and fatigue.
The sixth skill of catering franchisee recruitment: transfer the tiger on the mountain
General customers come to negotiate, often accompanied by relatives and friends, thus giving some suggestions. In the conversation, if you find that several people disagree, you need to focus on besieging the key people and indirectly instill the consciousness that "investment varies from person to person, and the result of everyone's work is different". In fact, friends and relatives are also suggestions. "
4. Receiving stage
The seventh skill of catering franchisees: startle the snake.
Before the transaction, the customer has one last worry. He can be inspired to make a decision through the cases of other customers. The eighth skill of catering franchisees: stealing.
This move is mainly used for the marketing of later auxiliary products. Generally speaking, the headquarters will provide many items for the convenience of franchisees, and the price is equivalent to or slightly preferential to the market. Therefore, it is necessary to introduce them and add them to the logistics list when confirming the product distribution after receiving the goods. This is a marketing method that goes with the flow.
In the process of joining, if you have any questions, you can refer to the "six-step joining method" introduced by China Joining Network to reduce the risk of joining.
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