This document provides guidance on how to sell a franchise business opportunity. It outlines the key components to include in sales materials and discussions with prospects. These include describing the product/franchise business opportunity, identifying the target customer as people who want to start their own business, highlighting the value points around starting and running your own business, addressing common pain points or challenges prospects may have, providing customer examples, and asking questions to qualify prospects and uncover their needs. Templates are provided for various sales tools like cold emails, scripts, and presentations that incorporate these different elements.

1. How to Sell a Franchise Business

3. Prospects Are Likely Not in Buying Mode

4. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
FEATURES
• A packaged business under an existing brand
• Provide everything needed to start (instructions,
training, materials, documentation, etc.)
• Back office systems and support
DIFFERENTIATION
• Our brand is the market leader in our space
• Our franchisees' success rate is close to 100%
• Our customers love us

5. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
TARGET
People that are in between jobs
Everybody
People that are working as employees
People that want to start their own business

6. • A packaged business under an existing brand
• Provide everything needed to start (instructions,
training, materials, documentation, etc.)
• Back office systems and support
PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
FEATURES
DIFFERENTIATION
TARGET
PEOPLE THAT WANT TO START A BUSINESS IMPROVEMENTS
• Start and run their own business
• Be their own boss
• Make starting a business easier
• Decrease the time it takes to start a business
• Increase the odds for success
• Increase the amount of income they can earn
• Make something work better
• Make something easier
• Decrease the time it takes to
do something
• Increase revenue or income
• Decrease costs or expenses
• Improve product quality
• Decrease the risk of
something bad happening
• Improve visibility or access to
information
VALUE
• Our brand is the market leader in our space
• Our franchisees' success rate is close to
100%
• Our customers love us

7. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
IMPROVEMENTS
TARGET
PEOPLE THAT WANT TO START A BUSINESS CHALLENGES/CONCERNS
• Difficult to make the leap to being a business
owner
• Not fun working for others and as an employee
• Difficult to know what to do when starting a
business
• It can take a lot of time to start a business
• Most businesses fail in the first year
• Not able to increase income when working as an
employee
• What is the opposite of the
improvement?
• What problem goes away with
the improvement?
• What problem starts to
happen if this improvement is
not provided?
VALUE PAIN
• Start and run their own business
• Be their own boss
• Make starting a business easier
• Decrease the time it takes to start a business
• Increase the odds for success
• Increase the amount of income they can earn

8. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
CHALLENGES/CONCERNS
TARGET
PEOPLE THAT WANT TO START A BUSINESS PAIN QUESTIONS
• How interested are you in starting your own
business?
• What has held you back from taking the leap?
• How important is it for you to be your own boss one
day?
• How do you feel about knowing how to start a
business?
• How much time would you have available to
establish a new business?
• How worried are you about failing as a business
owner?
• How do you feel about your ability to increase your
income?
• What question could we ask to
see if the prospect has each
challenge or concern?
• For each pain point the
product fixes is a question
that could be asked.
VALUE PAIN QUESTIONS
• Difficult to make the leap to being a business
owner
• Not fun working for others and as an employee
• Difficult to know what to do when starting a
business
• It can take a lot of time to start a business
• Most businesses fail in the first year
• Not able to increase income when working as an
employee

9. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
TARGET
PEOPLE THAT WANT TO START A BUSINESS CURRENT STATE QUESTIONS
• What do you do?
• How long have you been doing that?
• Have you ever started your own business?
• Do you have any goals for starting your own
business?
• Do you have ideas for a business that you can start?
• Do you know how to start your own business?
• When was the last time you considered starting your
own business?
• Have you ever looked at any franchise
opportunities?
• How much are you making per year?
• How much has your annual income increased in the
past couple of years?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

10. PRODUCT
FRANCHISE BUSINESS OPPORTUNITY
TARGET
PEOPLE THAT WANT TO START A BUSINESS CUSTOMER EXAMPLE
• We worked with a mid-career individual
• They wanted to start their own business
but did not know how.
• We were able to help by setting them up
with one of our franchise opportunities.
• This not only helped them start their own
business, but it also helped them to
drastically increase their annual income.
• Who have we helped that is
similar to the target buyer?
• What problem did they have?
• What did we sell to solve that
problem?
• What are two improvements
we helped to influence?
VALUE PAIN QUESTIONS
CUSTOMER
EXAMPLE

11. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
Building Blocks

12. Cold Call Script
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE

13. VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
DISCOVERY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
First Appointment Script

14. Voicemail Messages
Voicemail #1 Voicemail #2 Voicemail #3 Voicemail #4
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT

15. Cold Email Campaigns
Email #1 Email #2
Delay
(1 or 2 weeks)
Email #3
Delay
(1 or 2 weeks)
Email #4
Delay
(1 or 2 weeks)
Email #5
Delay
(1 or 2 weeks)
Email #6
Delay
(1 or 2 weeks)
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
VALUE
POINTS

17. Cold Email Campaigns
Email #1 Email #2
Delay
(1 or 2 weeks)
Email #3
Delay
(1 or 2 weeks)
Email #4
Delay
(1 or 2 weeks)
Email #5
Delay
(1 or 2 weeks)
Email #6
Delay
(1 or 2 weeks)
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
VALUE
POINTS

18. VALUE
POINTS
Cold Email – Value
Subject Line: Starting a business does not have to be hard
Hello [Contact First Name],
The reason for the email is that we help people that want to start a business to:
• Start and run their own business
• Be their own boss
• Make starting a business easier
• Decrease the time it takes to start a business
• Increase the odds for success
• Increase the amount of income they can earn
I don't know if you want to improve those areas and that is why I am reaching out.
Are you available for a brief call where we can learn more about you and share some
examples of how we helped people that want to start a business to start and run their
own business?
Key:
Target
Value Point
Pain Point
Pain Question
Product

19. PAIN POINTS
Cold Email – Pain
Subject Line: Difficult to know how to start a business
Hello [Contact First Name],
The reason for the email is that we help people that want to start a business to with the
challenges of:
• Difficult to make the leap to being a business owner
• Not fun working for others and as an employee
• Difficult to know what to do when starting a business
• It can take a lot of time to start a business
• Most businesses fail in the first year
• Not able to increase income when working as an employee
I don't know if you are concerned about any of those areas and that is why I am reaching
out.
Are you available for a brief call where we can learn more about you and share some
examples of how we helped people that want to start a business to start and run their own
business?
Key:
Target
Value Point
Pain Point
Pain Question
Product

20. CUSTOMER
EXAMPLE
Cold Email – Name Drop
Subject Line: Helped to mid-career individual start a business
Hello [Contact First Name],
The reason for the email is that we worked with a mid-career individual and they were
struggling with both their diet and stress.
We helped with that by setting them up with one of our franchise opportunities. This not only
helped start their own business, but it also helped them to drastically increase their annual
income.
I don’t know if we can help you in the same way and that is why I am reaching out.
Are you available for a brief call where we can learn more about you and share some examples
of how we helped people that want to start a business to start and run their own business?
Best Regards,
Key:
Target
Value Point
Pain Point
Pain Question
Product

21. PAIN
QUESTIONS
Cold Email – Pain Questions
Subject Line: How interested are you in starting your own business?
Hello [Contact First Name],
I am trying to determine if we can help you in the same way that have helped other high-level
executives. These are some of the questions that I would ask you to figure that out:
• How interested are you in starting your own business?
• What has held you back from taking the leap?
• How important is it for you to be your own boss one day?
• How do you feel about knowing how to start a business?
• How do you feel about your ability to increase your income?
Do any of those connect with a challenge or interest that you have?
If so, let’s put a few minutes on the calendar to have a brief conversation.
Best Regards,
Key:
Target
Value Point
Pain Point
Pain Question
Product

22. PRODUCT
Cold Email – Product
Subject Line: Franchise business opportunity
Hello [Contact First Name],
The reason for the email is that I provide franchise business opportunity and that includes:
• A packaged business under an existing brand
• Provide everything needed to start (instructions, training, materials, documentation, etc.)
• Back office systems and support
We differ from other business opportunities in that:
• Our brand is the market leader in our space
• Our franchisees' success rate is close to 100%
• Our customers love us
Are you available for a brief call where we can learn more about you and share some examples
of how we helped people that want to start a business to start and run their own business?
Best Regards,
Key:
Target
Value Point
Pain Point
Pain Question
Product

23. Cold Email – Last Attempt
Subject Line: Checking In
Hello [Contact First Name],
I sent you a few emails and thought I would follow up one last time. The reason I am trying to
connect with you is that we help people that want to start a business to:
• Start and run their own business
• Be their own boss
• Make starting a business easier
• Decrease the time it takes to start a business
• Increase the odds for success
• Increase the amount of income they can earn
If I don't hear back from you, I will assume you are not interested in those improvements or that
you are the not right person to speak with and I will close the file.
If I should be contacting someone else regarding this, any pointing in the right direction would
be greatly appreciated.
VALUE
POINTS
Key:
Target
Value Point
Pain Point
Pain Question
Product

25. VALUE
POINTS
LinkedIn Cold Inmail – Value > Product
Subject Line: Grow the financial team without the cost and headcount
Hello [Contact First Name],
The reason for the email is that we people that want to start a business to:
• Start and run their own business
• Be their own boss
• Make starting a business easier
• Decrease the time it takes to start a business
• Increase the odds for success
• Increase the amount of income they can earn
We are able to do that with our franchise business opportunity and that includes:
• A packaged business under an existing brand
• Provide everything needed to start (instructions, training, materials, documentation, etc.)
• Back office systems and support
We differ from other business opportunities in that:
• Our brand is the market leader in our space
• Our franchisees' success rate is close to 100%
• Our customers love us
Are you available for a brief call where we can learn more about you and share some examples of how we
Key:
Target
Value Point
Pain Point
Pain Question
Product
PRODUCT

26. PAIN POINTS
LinkedIn Cold Inmail – Pain > Product
Subject Line: Difficult to know how to start a business
Hello [Contact First Name],
The reason for the email is that we help people that want to start a business to with the challenges of:
• Difficult to make the leap to being a business owner
• Not fun working for others and as an employee
• Difficult to know what to do when starting a business
• It can take a lot of time to start a business
• Most businesses fail in the first year
• Not able to increase income when working as an employee
We are able to do that with our franchise business opportunity and that includes:
• A packaged business under an existing brand
• Provide everything needed to start (instructions, training, materials, documentation, etc.)
• Back office systems and support
We differ from other business opportunities in that:
• Our brand is the market leader in our space
• Our franchisees' success rate is close to 100%
• Our customers love us
Are you available for a brief call where we can learn more about you and share some examples of how we
Key:
Target
Value Point
Pain Point
Pain Question
Product
PRODUCT

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31. SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

32. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

34. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

37. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

39. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

41. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Questions
Customer
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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