The #1 Sales Person in Your Business Must be YOU

April 10, 2018 by Leslie Kuban

One of the top resources for budding and seasoned entrepreneurs and small business owners in Georgia is the UGA Small Business Development Centers (SBDC). As a business owner and franchise consultant, I’ve enjoyed participating in and contributing to the SBDC’s programs for years. Mark Butler, a consultant the UGA SBDC in Savannah recently wrote an essential article, A Business Owner’s Most Important Skill, worth exploring further no matter where you are on your business ownership journey.

Every point is spot-on, but one statement in particular rings especially true; it’s probably the single most important piece of advice any aspiring business owner - franchise or otherwise...

“All business owners, in order to create and grow a business, should develop and practice their ability to sell.”

Butler spells it out perfectly when he says, “the business owner needs to be the lead salesperson for their business and they need to be utilizing this skill for a variety of needs and across a wide range of audiences.”

Good salesmanship is critical in all businesses, franchised or home grown. Yet there are several material differences between the two and inherent to these differences are some unique competitive advantages found within good franchise systems.

Butler goes on to say, "most people start a business because they are good at something”, meaning you are good at "doing" the service of the business.

In franchising - less than 25% of franchisees had prior employment or hobby experience and that's by design. Franchise models most often position the owner as the leader - not the technician of the business from the get-go. Franchising is for people who have an eye to grow and that means the owner’s focus is on acquiring customers and creating a superior working environment for the staff who will deliver the level of service the customer wants and expects.

The article accurately states, “the business owner must sell themselves and their business to those that can help the business grow.” Customers are critical as are lending partners, landlords and suppliers.

There’s a HUGE difference here for franchise owners. The franchisor is handling much of the heavy lifting with real estate relationships and negotiation. Plus, the supply chain is likely already established with preferred pricing, so the cost of the franchise fee may be recaptured quickly in cost savings the franchisor brings to the table.

Finally, the experience of the SBDC reminds us, “the owner must know how to sell their business to potential employees. In order to grow a business – an owner will need quality employees.”

Strong franchises help their new-to-entrepreneurship franchisees do just that! Embedded in the purchased franchise system is the playbook for how to recruit, compensate, retain and advance quality employees. Reputable franchise brands offer employees a stronger sense of security vs independent startups where failure rates are much higher. Attracting and retaining top talent means the owner’s focus is on growth versus working alongside employees in the same job. This also facilitates increased job satisfaction and greater advancement opportunities for staff.

Whether you’re just beginning to explore business ownership or you’re in the process of taking your business to the next level, I highly recommend looking into the variety of programs offered by any one of the 17 statewide SBDC offices. If you’d like to explore the franchise model of business ownership, please feel free to reach out to me at 770-579-3726 or lkuban@frannet.com.

Leslie Kuban is a nationally recognized franchise industry expert, CFE (Certified Franchise Executive) and owner of FranNet in Atlanta; a locally owned and operated franchise consulting firm. Leslie and her team offer more than 60 years of combined industry expertise and her personal experience as a franchise owner provides a unique perspective to help her clients assess their real opportunities, risks and timing to make sound decisions. Leslie is a guest lecturer for the MBA and EMBA programs at Emory, Georgia Tech and Kennesaw State. She is a founding member of the Georgia State University Franchise Entrepreneurship Advisory Board.

Recently, Leslie added Amazon bestselling author to her list of accomplishments when she joined a collection of business notables to co-author “More Than Just French Fries” a collaborative work on successful business ownership through franchising. To learn more, please visit Leslie’s video library or contact her directly at 770-579-3726 or lkuban@frannet.com.