Auditel: Fulfilling a new franchisee's dreams

"Yes, it all sounds fine, but how do I get the business?"This is a familiar cry from potential franchisees. Many have never sold a service or product before - there has always been someone to do that for them in their company!

Now Auditel have come up with a solution which nurtures and guides new franchisees through the business of - quite frankly - doing the business.

Auditel's newly appointed Business Development Manager, Edward Brewer, is in charge of a specialist team of Regional Principals - practicing and experienced Auditel Consultants - plus telemarketers, providing expert and on-going help to new franchisees.

Brewer explains: 'I am involved as early as the recruitment process to discuss client acquisition and the various routes to market, reassuring them that we will provide maximum assistance to sign their first clients. Once a franchisee is on board, another meeting is held to formulate a marketing plan. This plan will be bespoke to the franchisee and will be determined by their previous experience and existing business network. We can also help them through our own telemarketing facility.'

Auditel are offering every new franchisee the opportunity of being accompanied on their first few client meetings to offer feedback, and, if necessary, aid the signing up process. This gives the new franchisee the confidence that all they have been taught on the client acquisition course actually works. These first clients will provide their first few projects, increase their technical knowledge and confidence and will also accelerate their cash flow.

This support programme has been extended to include existing franchisees; it offers help with client acquisition, whether it's a weekly telephone call or accompanying them on prospect visits. As Brewer says: ' The support doesn't stop after two clients.'

Results thus far have been electric. After only four months from signing up, Graham Wood tracked down a saving of £10,000 on a £37,000 spend on communications for an international investment company whilst Mike Andrews, after only fourteen months, has already covered his initial franchise fees of £29,900.

Brewer concludes: 'Fulfilling a new franchisee's dreams by getting him customers, provides immense satisfaction to the team and at the same time, benefits the whole network by spreading the Auditel service.'