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Applying Revenue Optimization to Franchising with Alan Michael McKenna

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

Josh Brown

Josh Brown

Hi! I’m Josh Brown, franchise attorney and creator of the Franchise Euphoria podcast. I’m just your average guy who loves to golf, eat hibachi, and immerse myself in the ever-expanding franchise world.

My goal is to navigate entrepreneurs and all people interested in the current events of franchises through all the hottest topics and most popular tools for success. Going on four years now, Franchise Euphoria is hotter than ever and ready to help you plan and execute a pathway to success.

Josh Brown

Josh Brown

Hi! I’m Josh Brown, franchise attorney and creator of the Franchise Euphoria podcast. I’m just your average guy who loves to golf, eat hibachi, and immerse myself in the ever-expanding franchise world.

My goal is to navigate entrepreneurs and all people interested in the current events of franchises through all the hottest topics and most popular tools for success. Going on four years now, Franchise Euphoria is hotter than ever and ready to help you plan and execute a pathway to success.

pardee2003 from United States
11/16/2019
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Great and applicable information from professionals in the franchise world that are doing it every day. I’ve listened to 3 episodes: Gutter Brothers, Woofies, and Cycle Bar. Enjoyed all and looking forward to hearing more.
WTutor311 from United States
8/30/2019
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Highly recommend. Great guests. Filled with tons of helpful information.
Katie Joy B. from United States
7/16/2019
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Josh and his wide variety of knowledgeable guests are truly rockstars! They deliver quality (and free!) franchise knowledge and advice in each and every episode. The great advice they provide, combined with the engaging way they deliver it had me hooked from the very first listen. Thanks for putting out such a stellar show Josh - keep up the great work!
Jordan gross from United States
07/15/2019
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This podcast provides the advice necessary to start building, growing, and scaling your business TODAY! The host asks probing questions of his guests that add value to the listeners in an immediately implementable way!
VPugliese from United States
07/15/2019
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What do you get when you combine business savvy, legal expertice and a great personality? You get the ultimate podcast for franchise owners. Josh Brown brings it all togehter perfectly with Franchise Euphoria. Not only does he possess all of the skills and abiliites above, but he has great guests, asks awesome questions and created the ideal podcast for this niche. If you have a franchise, or are considering it, subscibe to this show and consume all of the content!
Mick James from United States
06/05/2019
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Started listening to Josh's podcast after the wife and I decided to buy a franchise and I quickly went through about 200 episodes on 1.5x & 2x, before signing on to purchase a franchise. Josh's info was an invaluable part of our decision to buy, and after listening to so many episodes, I felt like I knew and trusted him on a personal level, so it was a no-brainer to enlist his services when it came time to review the franchise agreement. Josh was super easy to talk to and very empathetic to our needs, and being first time business owners, we needed all the empathy we could get. Josh helped us negotiate a great deal with the franchisor and we were very happy with his services. Great podcast, great guy, great service to anyone involved in the franchise world!
Dean575 from United States
06/04/2019
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Very interesting discussion. I found the information valuable.
Summieysum from United States
05/06/2019
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I've just completed the legal process of franchising my business and have now begun selling franchises. Just found this podcast and it's an incredible resource! Great content and Josh is a very engaging host. Highly recommend for franchisors and franchisees.
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