Did a coaching session a while back, which gave me a super useful insight you might find handy.
I was asked: “Martin, I have the hardest time recruiting people for these franchise opportunities. What do you suggest?”
I had him explain his process to me, and when he was done, I told him:
“Stop trying to sell people a problem”.
Obviously he was confused, because what he’s selling is actually a great opportunity.
But an opportunity for whom, and at what cost?
Because to start a franchise, even if the cost to entry is $0, means that you’re taking on a huge, enormous, all-consuming ‘problem’.
You know this, since you’re an entrepreneur: Building and growing and running a venture is HARD work and will be so for many years.
To 99.99% of the population, that’s a ‘hell no!’ kind of problem.
It’s only for the daring, the crazy, the true heart & soul entrepreneurs.
Starting a business, of any kind, takes a very special kind of person.
The kind of person who LOVES working ongoingly, on solving big hairy complex ‘problems’. Or challenges, if you want a more constructive framework.
An entrepreneur is someone who doesn’t just accept the ‘problem’ of being in business – people like us, whether consciously or not, we love problems.
Getting our hands dirty, extracting every ounce of creative problem-solving we have in us.
So for this franchiser, his solution is simple: go present the option to just that kind of person.
Skip talking to anyone who is the employee-type, and not the entrepreneur type.
Because anyone who doesn’t have the entrepreneurial gene, all they’ll perceive is a big problem, and that’ll block them seeing the opportunity.
The guy I talked to, he can make his life easier and his number go up, by only having conversations with the right kind of person.
But what about you?
I’ll assume your work is excellent, worth the money, solves problems, and yet… why are not more people buying your thing?
Could it be that, in the buyer’s perception, buying your stuff somehow represents or causes or includes some sort of problem?
Think about it: what, in your offer and your marketing, could be problematic for the buyer, in some way?
Are you, somehow, ‘selling them a problem?’
Sure, ‘finding the money’ or ‘am I willing to part with that cash?’ can be a possible problem for them, but beyond that:
In what other ways might you, unwittingly, be selling a problem?
Here’s a simple, quick fix, if you feel this might be why you’re not getting more sales:
Keep your offer simple.
You wouldn’t believe how many sales fall through simply because the package (or it’s presentation) is too complex and too overwhelming.
And when there’s overwhelm, there’s confusion, insufficient confidence, and lack of trust.
Confusion and lack of clarity are some of the biggest buy-blockers – but they’re easy to fix.
Simplify, and you remove those barriers to entry in the mind of the buyer.
And as always: drop me a line if you want to have a chat about the specifics of your own sales process, and how to enroll more buyers.