Conversion rates for selling a franchise to leads generated - Part II

There are a lot of factors to determine the appropriate conversion
rates for selling a franchise to leads generated.
1) How well is your Brand known
2) Is it a retail franchise or a service franchise
3) What is the investment level
So, you can get a lot of broad ranges for the conversion factor.
However, what is important is for you to track your conversions by
lead source. You also may want to have additional milestones rather
than just the sale of a franchise to determine the best leads. For
example, I differentiate leads by who I send a FDD because this means
I screened the candidate and they were serious.
Make sure you have good franchisee validation because that can really
hurt your conversion rate and by the time you let a candidate contact
franchisees you had to feel they were very serious candidates. The
referral source may be good, but your validation process can let you
down.
Author: Jim Norton- USA