Marketing within a business can sound like a foreign and confusing concept to many franchisees, but, in fact, it is really quite simple. This strategy is based upon controlling what goes on within a business, especially in the realm of customer service, Franchising.com writes.
It is the responsibility of the unit owner to train his or her employees to be courteous and helpful, regardless of the type of franchise. Customer service can be a franchise's "most powerful marketing tool," according to the Web site. Training should be administered with this in mind.
Front-line employees and staff are not the only ones responsible for demonstrating superb customer service. Franchisees are also responsible for making direct contact with customers and clients. They are the "ambassadors" for their businesses and allowing customers to get to know them on a more personal level can prompt a greater level of trust and loyalty.
For those customers who do keep coming back, franchisees should put in an extra effort. Reward frequent shoppers with discounts, coupons, members-only offers and special discounts and gifts. Special treatment not only shows customers that they and their business are valued, but also may encourage them to spread the word to friends, the Web site explains.
Good customer service isn't just about offering customers the lowest prices. Giving shoppers sound advice, even if that means suggesting a higher price and quality, also builds trust. For example, if a franchise is offering a kitchen floor replacement, franchisees should ask them to consider investing in a higher quality product that will last for a much longer time.
Lastly, unit owners should consider supporting local organizations or causes via a charity box. Instead of placing a tips jar next to a cash register, franchisees can urge customers to support their community by donating their extra change to charity.
With all this focus on the customer, a unit owner should not forget about his or her staff. Employees need to be motivated and inspired through goal-setting and recognition.
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