Applying Revenue Optimization to Franchising with Alan Michael McKenna

Alan McKenna (square)

Alan Michael McKenna is a highly accomplished and successful marketing and sales strategist with over 20 years’ experience in turning companies around and exploding their growth. He has a proven track record for helping companies attain massive revenue increases, slash marketing costs, and grow their bottom ­line profits through innovative sales and marketing strategies. Originally from England, Alan managed the marketing nationally for a $60 Million UK Company before being transferred to the US where he helped market and launch the English Conservatory to the USA and quickly helped grow that business from zero to $20 million annually, even accelerating the annual revenues of one office by almost 60% in just eight weeks.

Alan then moved to California and established his own sales and marketing consulting company where he helps his clients create 6 and 7-figure sales funnels and has driven more than $30,000,000 in additional revenues for his clients. Alan lives from the principle of constant and never-ending improvement both personally and professionally and is dedicated to conscious and sustainable business practice and growth.

 

Key Takeaways:

[0:22] Today’s episode of Franchise Euphoria is brought to you by The Franchise 5 package. Head over to franchiseeuphoria.com/franchise5 to learn more!

[1:01] Josh introduces today’s guest, Alan Michael McKenna, a marketing and sales strategist with over 20 years of experience in assisting companies expand.

[2:18] This interview focuses on two things: how people in the franchise space can improve their sales conversion process and also how franchisors can improve by bringing on more franchisees.

[2:54] Josh welcomes Alan to Franchise Euphoria.

[3:41] Alan broke into the sales and marketing industry at the young age of 19 by taking notes from a role model who had a proven sales record and putting some efforts into door-to-door sales. He was eventually transferred to the US to head up marketing efforts and now resides on the west coast full time.

[7:08] The key to any sales position is learning not to take rejection personally.

[9:25] In franchising, especially with higher ticket items such as home remodeling franchises, you have to be tactical in how you execute business. And from the franchisor perspective, when you’re driving traffic to have people purchase your franchise, you have to recognize you’re building and nurturing a relationship and not just executing a business transaction. It’s about the fulfilling the needs of the prospect.

[14:32] If you’re driving leads into a system that isn’t optimal, you could end up burning a lot of money.

[17:50] There are two specific things you need to pay attention to when it comes to getting better conversions: (1) pre-frame your conversations for where the conversation is going and (2) when it comes to presenting the price, don’t change your demeanor.

[21:37] The sales process is really about asking lots of questions, fully understanding the needs of the prospective client, and coming from a place of service, before you present your solution. That way you can frame your offer to best suit their needs creating the desire for what you have, making the sale so much easier.

[27:36] More often than not, people will have contacted you because you already have what they want. It’s about finding a way to serve them in a way that is agreeable and accessible for their needs.

[29:14] For franchisors, the perspective changes to a business to business transaction. The key before you ever get into a conversation with an inquirer is to provide a nurture sequence before the conversation takes place.

[31:45] Running prospects through a qualification process is crucial for franchisors.

[35:43] If you want to learn more about Alan Michael McKenna you can visit his website listed below.

[36:43] Thanks for listening, and please, reach out to Josh anytime through email at josh@franchiseeuphoria.com. If you enjoyed this interview, please leave us a review on iTunes.

 

Mentioned in This Episode:

josh@franchiseeuphoria.com

www.franchiseeuphoria.com

www.franchiseeuphoria.com/franchise5

www.businessaccelerationstrategies.com

http://highprofitsalesfunnel.com

https://www.facebook.com/businessaccelerationstrategies

https://twitter.com/alanmmckenna

https://www.linkedin.com/in/alanmckenna

About the author, Josh

Josh Brown is a franchise and entrepreneurial attorney that helps buyers, owners, and expansion-minded businesses find success through franchising. When not working on his two businesses, you can find him on the golf course or spending time with his wife and three beautiful daughters.

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