I had a conversation with a franchisee a few weeks ago and I’ve been thinking about it for some time since. We were talking about a marketing strategy that has proven to be very successful for many franchises within his company for many years.
When I asked the franchisee why he wasn’t participating in the program he said, “I don’t want to do that. I don’t think it works.” I said, “Really? The top three franchisees around the country use it– just what about the technique is it that you don’t think works?” He said, “I think the technique reduces client retention.” I pointed out that the retention of the top three franchisees mentioned above was HIGHER than the client retention of his franchise. He said “Yeah, but I just don’t think it would work in my area.”
I still can’t believe he really said that. This is an intelligent individual who gave me one of the lamest answers I’ve ever heard for not doing something that works.
The bottom line is that the marketing strategy in question is in fact, hard work. I believe that he just didn’t want to do all the hard work necessary to implement the strategy and he rationalized his position with half-baked excuses.
When a strategy works in many places and yields big results then all the excuses in the world for not implementing the strategy are just that–excuses!
Have you ever had a conversaton with someone like this? If so, I’d love to hear about it and find out out how you handled it.