Selling - It's all about listening (Daily Mail Franchise Story)

Selling? It's all about listening

Daily Mail (franchise story)

By: Linda Whitney

FOR anyone who likes to meet people, a direct-sales franchise business could be perfect — and don't let the image of foot-inthe-door salesmen put you off.

Most direct-sales franchises don't want you to use the hard sell and provide training in effective and friendly sales methods.

'We don't want overly pushy people — you network to find customers,' says Diana Serle of jewellery sales franchise, Silverdaze.

Her franchisees sell silver and gemstone jewellery at health clubs, school fairs, offices and home parties. Silverdaze provides training and a launch party in your own house, and the business can be fitted round a family or another job. Investment is £11,000.

Being friendly and interested are also key skills. 'Our business may suit semi-retired people who are golf fans and happy talking to the public,' says Simon Towers of Club Clean, which involves setting up a portable golf club cleaning station at golf courses and corporate golf days, and you can do it full or part-time. Franchises start at £6,000.

Chemex franchisees sell hygiene products to businesses such as caterers, hotels, and hospitals, but also provide site surveys to establish hygiene protocols, work out where cleaning can be improved, and train cleaners in which products to use.

'You must be happy to sell, but it involves more listening than talking,' says Kirti Patel of Chemex. Investment is £23,500.

Ask franchisors where your leads will come from. Many franchisors generate them for you. Jaci Barton of Searchmate, the introduction agency franchise, says: 'We generate leads from our website and national marketing, and franchisees place advertisements in local media, so the leads come to you.'

Franchisees follow up the leads with a home visit. 'You must be a good listener, but in the end you have to ask them if they want to buy your service,' says Mrs Barton. Start up costs from £9,995 and includes training.

'There are plenty of business opportunities now that people are renovating and improving homes instead of moving,' says Jonathan Banister of Oakleaf, a franchise that installs decorative 'oak' beams, mock-Tudor exteriors and period panelled rooms.

It suits people with a sales or marketing background, as you will be selling your service at shows, exhibitions and shopping centres. Investment is £40,000.

Direct sales can even take you abroad. The Murcia Villas franchise (investment is around £18,500) suits people who want a new life in Spain or Morocco, running a lettings and management business full or part time. Intense training includes running an established office.

SILVERDAZE 0208 949 7466,

Club Clean 0800 043 7780,

Searchmate 01608 682 658,

Chemex 0121 565 6300,

Oakleaf 01535 663274,

Murcia Villas 0034 630 877 887.


'I WENT into business with medical insurer WPA because I wanted a product I'd be proud to sell,' says Keith Iliffe, 55.

Keith has been the WPA franchisee covering Warwick, Stafford and Leamington Spa since November 2006.

'It is certainly not the hard sell.

I am more like a consultant or adviser, listening to my customers' needs,' says Keith.

He stresses the importance of having confidence in your product or service.

'I know I am selling an ethical product, and that WPA, a notfor-profit organisation, will deliver what I say it will,' says Keith, who had worked as a business development director in hospitality, run a sales training consultancy and a property agency in Spain.

'WPA's training gave me a thorough grounding in the products, which is vital because it is product knowledge that gives you credibility with customers,' says Keith.

Berkeley Harris, of WPA, says: 'You don't need sales experience to join WPA, but you must be able to talk to corporate and individual customers, and have the drive and ability to run your own business.' Initial investment is £7,500, plus a £2,500 bond, returnable when you sell your business or retire.

WPA franchise opportunity: 01823 625 120.