In this article published by FranchiseWire.com, iFranchise Group CEO and experienced franchise consultant Mark Siebert discusses the typical seasonality that impacts franchise marketing and sales efforts, and why franchisors should not take a summer break from their ongoing efforts.
Summer for many franchisors used to mean taking a vacation from franchise sales. But the pandemic, combined with work-from-home trends and constant online accessibility, has changed everything.
Even as we continue to navigate unpredictable times, uncertainty or change in the workforce still translates into more employees looking to strike out on their own as franchise owners. And, since the franchise sales cycle remains a weeks- to months-long process, it’s as important as ever to maintain a full franchise sales pipeline, both in the summer and through the end of the year.
Doing so effectively may require a franchisor to revisit its growth goals and budget, and carefully manage marketing campaign timing. There are a wealth of marketing and sales resources to leverage, and other outsource partners who can help a franchisor ensure they are appropriately staying on track to reach their franchise sales goals.
