After my little dummy spit on franchises, I had a client yesterday ask me if I had a fast food franchise for sale as his wife is looking to buy one. Not only that, he mentioned a particular franchise by name. As it happens, I know one of my colleagues has one listed so we may be able to help.
However, after getting more information, I suggested his wife look at another business we have listed which would suit her background very well and in my opinion would be a much better match. They are comparable in price so let's compare;
Fast Food Franchise
7 days a week
Long hours
Low staff loyalty
Low gross profit
Rely on passing trade
Royalties payable
Alternative Business
5 days a week and flexible
Low flexible hours
High staff loyalty
High gross profit
Loyal niche client base
No royalties
And there's more ..........
And so it goes on. But the client is still leaning towards the fast food franchise. Why? Because it is perceived as being 'safe' and the brand is well known. It comes back to that old sales maxim - sell the client what they want NOT what they need!
Just goes to prove that 'any' business will sell at some point - and there's no accounting for taste!
Friday, 10 April 2009
There's No Accounting For Taste
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1 comments:
It is a shame but there are just some people who cannot be protected from themselves. Your point that a good salesperson should sell the client what they want and not what they need is unfortunately true. I have seen it many times, and restaurants are more likely than not involved.
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