Running a sales territory shares striking similarities with managing a franchise, whether it’s for a large corporation, Value-Added Reseller (VAR), or Telecom agent. The franchise model provides a valuable metaphor for understanding the dynamics of local sales in a larger corporate context.
Consider Subway, a ubiquitous franchise, as a prime example to illuminate this concept further. When you step into a Subway store anywhere in the country, you’ll notice that they generally have a uniform layout and presentation. The menu, products, marketing materials, and best practices are consistent across all locations, creating an even playing field for each franchise owner.
In the world of sales, a similar dynamic exists. Salespeople often represent the same products or similar ones as their competitors within the industry or their own company. Like Subway franchisees, they operate in an environment where the core offerings are standardized.
However, where sales professionals can truly differentiate themselves is in their ability to build and nurture relationships. To illustrate this point, let me share a personal experience. I once visited a Subway in Hartford, Connecticut, where the owner was offering free, freshly baked cookies to a packed house of customers. This memorable gesture left a lasting impression on me, and I’ve returned to that particular Subway several times when I’m in the area. Despite the presence of numerous Subway outlets nearby, I go out of my way to patronize this specific location.
What this anecdote highlights is the power of personal branding and out-of-the-box thinking. Salespeople, much like franchise owners, have access to a standardized set of tools and products. However, it’s up to the individual salesperson to leverage these resources and make them their own. No one understands their local market better than they do.
The concepts of field marketing and personal branding converge in this scenario. As a salesperson, the responsibility for creating a unique and compelling brand identity falls squarely on your shoulders. Whether it’s distributing cookies or positioning yourself as a thought leader, effective marketing plays a pivotal role in the omni-channel world of sales.
In essence, the “Marketing Your Franchise” metaphor underscores the idea that sales professionals must be proficient marketers in today’s multifaceted sales landscape. By embracing this perspective, you empower yourself to stand out in a competitive field, just as the Hartford Subway franchise owner did with those delectable cookies. Do you agree with this interpretation?
I love Subway, so let’s use that as an example to further illustrate this.
You go into a Subway store anywhere in the country and for the most part, they have a similar layout. Everything else is exactly the same – menu, products, marketing, and best practices, so it’s an even playing field.
As a salesperson, it’s also an even playing field as you’re representing either the same product as other salespeople in your company the same or similar ones as your competitors.
But one thing that stands out is how you build new and last relationships.
I’ll never forget a Subway in Hartford, Ct, where the friendly owner was giving away free fresh baked cookies to the packed house. That really left an impression on me and have been back there several times when I’m in the area for that reason. There are tons of Subways around there but I go out of my way to go there.
That’s Personal Branding and out of the box thinking at it’s best. It’s up to you as a salesperson to leverage the tools you have and make them your own. No-one knows your market better than you.
Field marketing and personal branding comes down to you.
Hence, the Marketing your Franchise metaphor to make the point. Whether it’s giving out cookies or being a thought leader, salespeople have to be effective marketers in this omichannel world.
Do you agree?
Anthony Lobosco
