As salespeople, our job is to close deals. Whether that’s to sell more pencils or to award more franchise locations. So naturally, it is easy to want to focus on leads who are at the bottom of the funnel, looking to make a final decision between two franchise brands. 

At Franchise Ninja, we believe potential is being overlooked among the prospects further up the funnel. No one wakes up one morning deciding they will buy a franchise on a whim. It’s a long process that requires due diligence, thought, careful consideration, and buy-in from key people in the prospect’s life.

That’s why it’s important to use our Lead Reactivation feature to keep tabs on dormant leads. A person you spoke to a year ago who couldn't afford the investment may turn into a valuable prospect tomorrow. They could have inherited some money, received a settlement in a lawsuit, or received a buyout at their corporate job. Suddenly, they are back in-market AND have the money to invest in your brand.

This lack of predictability is what makes long-term lead nurturing and education so important in the Fran Dev space. While the sales timeline is typically 9 to 12 months, the actual buying timeline could be more like 2 to 3 years. Keeping up engagement, reminding prospects of the value they receive as a franchisee, and updating them on the new developments with your brand are all ways to stay top of mind to future franchise owners. 

As you invest in these higher funnel individuals, your brand will build a large pipeline that will yield a windfall in the years to come.