FRANCHISE SALES SOLUTION
"In the end, our candidates are better informed"
Chuck Jones
Global Franchise Sales Manager
Just because Ben & Jerry's ranked in the top 3 of Golin Harris' "Most Respected Companies in the U.S." for 4 years in a row, didn't mean they could ignore an opportunity to boost sales of their Scoop Shops (franchisee-owned retail ice cream parlors).
A CHILLING CHALLENGE
Prior to 2006, Ben & Jerry’s used the traditional sales approach of "overnighting" printed brochures to their franchisee prospects. When the materials arrived, sales executives would follow-up to make their sales pitch. Despite the fact that it was dull and boring, it was costly and it didn’t jive with Ben & Jerry’s overarching desire to be "paperless".
Chuck Jones, Global Franchise Sales Manager, realized they needed a solution that would:
- decrease costs
- speed up the process
- be "paperless"
- increase sales
CUSTOM SITE FOR AN UNCUSTOMARY BRAND
Through a strategic partnership with Process Peak, we developed a presentation website, rich with audio, video, and all the stylized illustrations you would expect from the world-famous brand.
Chuck Jones touts, "Now we’re completely paperless, we no longer have to mail materials out. It helps us shorten the sales cycle, because there’s less time between calls. It saves us money, because we don’t have to pay for postage or someone to put the packages together. Our candidates are totally impressed, we come across as a world-class organization, it really says something about the company we are."
With the presentation site, the sales process is simple. In 5 different calls prospects are guided through an online presentation that provides all the selling points, data, and applications to turn a prospect into an authorized franchisee. Each of the sections is password-protected, so sales executives can control the flow and timing of information. Chuck Jones summarizes, "Our interviews are smoother and they really come to light. In the end, our candidates are better informed."
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