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Teleconference Recap: Catering for Franchisors
Because relationship building that results in repeat business can be better person to person, sales reps need to be localized, and capable stores can also be used to drive sales. As much as possible, sales reps outside of the stores should be used for sales calls.
Why online ordering?
There was agreement in the group that the ticket average is higher on online orders. Online ordering is also passive: once you set up the system and market it, no staff is needed to man it. However - you can also follow up online orders with a phone call to cement the relationship, and upsell - especially with new online customers.
Everyone felt that, if the online experience is good, repeat business will follow.
What about limited online access?
This is a problem that will probably go away in the next few years, as broadband is here to stay. But for now, there are some clients or prospects whose online access is very limited. Reasons can be productivity or security, and for some, the nature of their (away from the desktop) business activity.
What has worked for blocked access is this:
Go to the clients at the top of the hierarchy, introduce the value of business to business catering to their operation independent of online ordering. Once they like your service, with the right contacts, work through them to get your site made accessible by the client’s IT system department. Ordering online will give them maximal flexibility, and your site is safe.
Check into getting a phone app – so that anyone can order using their phone, anywhere.
Strive to support both centralized and decentralized processes, then optimize. You can have the online entry point for the customer. In addition, at the back end, you can facilitate order entry at the central CSR, and you can let competent stores enter orders as well.
At the end of the day, it isn’t just about online ordering: it is about centralized ordering. A call center, online ordering or even faxes to head office are ways of achieving this. The infrastructure needs to be there, the control points covered, and procedures established.
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