---
title: "Four Habits of Great Conversationalists in Franchise Sales"
url: https://burnaze.com/article/d1c016bb-fb48-47e1-b370-833a943c0305
source: "1851 Franchise"
original_url: https://1851franchise.com/four-habits-of-great-conversationalists-in-franchise-sales-4732
category: "Franchisors"
industry: "Franchise Industry"
segment: "Franchisors"
topics: ["Emerging brands"]
published: 2016-06-01T19:14:00.000Z
modified: 2026-11-01T04:13:39.128Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/a9fece6e1a02e85e99a9ef61ae307c7c4450160525123345.png
---

# Four Habits of Great Conversationalists in Franchise Sales

**TL;DR:** Franchise sales executives need to effectively communicate their brand's values to potential franchisees. Great conversationalists in franchise sales focus on informing, not selling, and prioritize honesty, integrity, and passion for the brand.

*originally published in 1851 Franchise on 2016-06-01. [Read the original](https://1851franchise.com/four-habits-of-great-conversationalists-in-franchise-sales-4732).*

## Key facts

- Great conversationalists focus on informing, not selling
- Honesty and integrity are key in franchise sales
- Communicating brand values and unique qualities is important

## Story

The wheelers and dealers in the franchise sales world aren’t just around for the networking events. It is the responsibility of your brand’s sales executive to grow your company by not only finding the right franchise leads and candidates, but also to communicate its values effectively so that candidates feel comfortable taking the leap and making a big investment.

Sales positions are always tough because you have to convince someone to spend their hard earned cash on your product or service. But when it comes to franchise sales in particular, you’re not selling an accessory or a knick-knack, you’re selling a business, a future and a career—so it’s crucial to explain and position your brand in the right way.

When it comes to talking the talk and closing the deal, here are four habits to consider of great conversationalists in franchise sales.

## Franchise sales strategies

Mark Goldstein, the founder and franchise sales manager of Fast-Fix, says it’s important not to sell when marketing your franchise. Tell the truth, both the good and the bad, and ultimately leave the decision up to the franchisee.

“I’m not trying to sell the brand to someone. Instead, I try to inform them. I tell them I can’t make the decision for you,” Goldstein said. “First and foremost, the franchisee needs to feel comfortable, so the best thing I can do is answer questions to help put their mind at ease.”

## Honest communication

Bill Wilfong, the vice president of development at Pita Pit, echoes the importance of sharing the whole truth.

“We probably talk more people out of it than into it. We believe the gap between expectation and reality is called disappointment, and we try to minimize that by being realistic about the commitment,” Wilfong said.

People will want to know: Why is this concept different from others? Today, there are thousands of types of businesses and franchise concepts you can invest in. Wilfong says it’s important to identify and outline your brand’s unique qualities. Then, make sure to communicate what makes your brand special to prospective franchisees. When talking to a lead, Wilfong makes sure to emphasize Pita Pit’s healthier fare as an alternative to fast food and the high return on investment for franchisees.

## Franchise system benefits

Sometimes franchise brands get a bad rap. So finding someone who wants to invest with a franchise concept *and* is the right fit for your brand can be challenging.

“Nobody knows everything about business, and if you think you know a lot about business I would want to run away from you,” Goldstein said. “You have to go in with an open mind and be able to work within the system, so it’s important to explain that.”

Working in sales is hard, and when prospective franchisees’ entire future and life savings are at stake, it gets even harder. Great conversationalists in franchise sales have to be willing to put in the leg work to make potential franchisees willing and eager to invest with your franchise concept.

It ultimately boils down to a few key habits for Wilfong.

“Honesty, integrity, passion for the brand, and a belief in what you’re selling matters most. You also need to be consistent, friendly, and a good listener,” Wilfong said.

## Entities

- 1851 Franchise (publication)
- Franchise Industry (sector)
- franchise sales (topic)
- brand values (topic)
- honest communication (topic)
- conversational skills (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/four-habits-of-great-conversationalists-in-franchise-sales-4732). Summarized by Burnaze (https://burnaze.com/article/d1c016bb-fb48-47e1-b370-833a943c0305).