Trigger Events and How They Help in Franchise Lead Generation
Franchisors work hard at converting early-stage leads into sales. Franchise lead generation can deliver leads that close successfully - if done at the right time using a trigger event.
Trigger Events
A trigger event is a point of reckoning that provides an opportunity for opening a sales conversation or closing a sale. You need to look closely for these trigger events, since the window of opportunity is quite short.
Types of Trigger Events
Every franchise will have trigger events that are unique vis-a-vis their competitors. Here are a few:
- Financial triggers
- Industry growth triggers
- Change in Strategy triggers
- Current service dissatisfaction triggers
- Event/Product announcement triggers
- Awards and Recognition triggers
- Change in ownership triggers
- Personal growth triggers
- Evidence of interest triggers
- Legal issues and many more.
Trigger Events in Franchise Lead Generation
Trigger events play a major role in franchise lead generation. They help to attract leads, which in turn converts into sales and better returns on investment (ROI).
01. Analysis of the Trigger Events
If you have existing customers then ask yourself:
- What trigger events attracted those franchise leads?
- How did you start the relationship?
- How did you nurture them?
- Who helped you during the process?
- What were the challenges which they faced? How did your solution help them?
It is essential to find answers to these questions to identify positive trigger events.
02. Automated Capturing of Trigger Events
New franchising opportunities can also be researched using specific trigger keywords on various platforms and by using tools.
For instance,
- Google Alerts: It can be used to track company names and targeted keywords.
- LinkedIn: It provides updates on other franchises, announcements, news, etc.
- Twitter: It can be used to find trigger events using @ and #.
03. Use Trigger Events to Improve Franchise Lead Generation
Trigger events will let you understand when and how to plan your content marketing strategy. Here are some of the uses of trigger events:
- Email blasts with relevant links to your articles can be sent to the right franchise leads
- Your sales team can improve their performance if the right trigger events are used to initiate their pitch
- Special offers/discounts can be designed for customers sensitive to specific trigger events
For more information on trigger events and its uses in franchise lead generation, Contact Us