Page 238 - Schooley Mitchell Marketing Manual
P. 238
SCHOOLEY MITCHELL
MARKETING MANUAL
Objections
Schooley Mitchell is a Franchise
Schooley Mitchell is a Franchise – “I’m not sure if I want to deal with a Franchise.” As with all objections:
Objections are actually an opportunity for us – we can present more facts and strengths about our program
You always start off by addressing the objection with: a) I’m glad you brought that up...
b) That’s a good point...
c) I understand what you mean...
d) We have a lot of clients with the very same concern...
e) I know how you feel, we have a lot of clients that felt the same way, what we found... (this is the feel, felt, found positioning)
f) You never follow up a), b), c) or d) with "but...‟
I’m glad you brought that up. Although it doesn’t seem like the normal method for delivering professional ser- vices, there are actually a lot of reasons that it works perfectly for Schooley Mitchell. It’s absolutely the best way for us to execute our business.
Our business, our specialty, is cost reduction consulting. We’ve chosen Franchising as our penetration strat- egy because of the great strength it brings to our business. It allows us to have expertise within our company in all telecom disciplines and technologies through the more than 200 people that are partnered through our system. In fact we have several thousand cumulative years of telecom experience and knowledge throughout our system.
Not only do we cover all of our clients’ technical needs through our network of experts, our system allows us to provide coverage for any client no matter where their locations are throughout North America. The Fran- chising strategy has actually provided us with a tremendous strength that would never have been possible in any other strategy. We certainly don’t apologize for having each of our Consultants with a stake in, and stew- ardship of, their own business, but also to have the luxury of the strength, and the access to such a tremen- dous wealth of knowledge and ability.
It allows us to have a centralized Research & Development department that not only provides us with a great knowledge resource, but also gathers the experiences of all of our Consultants across North America, and then makes that information available to all of us – instantaneously through our intranet.
It allows us to have a central resource of programmers that develop better and better analytical tools for us on a continuous basis. It’s the only way we can stay on top of this volatile market efficiently for you. It also allows us to develop extremely valuable training resources in a world that changes every day. It's the only way we can stay current.
Most people think of hamburgers, submarine sandwiches, and muffler parts when they think of Franchising. The reality is that 40% of restaurant and services are delivered through Franchises in North America – even though only 3% of the companies are actually Franchises.
Manual Revised: April 3 2025 Confidential
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