Picture this: a 14-year-old kid bluffing his way into a call center job, trying to sell consulting services to chiropractors. His hair was a rebellious mess, his slacks were too long so he’d tuck them into his socks, praying no one would notice. And the tie? That was a Goodwill special that had seen better decades.
You guessed it. That kid was me.
I lied to get the job – not something I’m endorsing, but hey, we all have our origin stories. I was a kid in a call center with a list of names, a phone and script in front of me.
“Sales is brutal” — that was the myth I had to ditch fast. There I was, the new kid on the block, in a jungle of seasoned pros. These were the warriors of the cold call, veterans of cutthroat boiler rooms. If I wanted to keep this gig, I had to be more than just another voice on the line; I had to shine.
I memorized the script like a good soldier, then I tossed it aside. Even at 14, I could sense that the real deal wasn’t in canned spiels but in the authentic human spark. It turned out, being honest about my mission didn’t just break the ice, it melted it.
While everyone was busy strategizing how to sidestep the receptionist, I played a different game. That receptionist? Often the chiropractor’s better half, the one actually running the show. Taking the time to really talk with them? That wasn’t just strategy — it was genuine, and it paid off in spades.
Fast forward to today, and I’m running Executive Franchising, a place that thrives on that same principle: authenticity. My clients, my team and my prospects know one thing without any doubt – if the product isn’t the right fit, we won’t “sell” them on it. And we don’t stop there. We’ll bust our backs to find what works for them, even if it’s not with us. That’s the real deal. No smoke, no mirrors, just good old-fashioned honesty.
The reality is, we’re all tired of the endless spam-barrage of automated emails and impersonal calls. I’m sure you are too.
“I’m calling about your extended warranty…” click-hang-up
Don’t get me wrong, automation has its place. Weekly newsletters sent to the whole list, promotional pieces announcing the latest and greatest updates, a survey to potential candidates, a welcome email followed by your newsletter and call to action. But let’s not forget what all of these automations are trying to lead to – a genuine contact. When it comes to making real connection, leave automation behind. Prospects feel it when they are being put through the funnel (spelled wood chipper) of sales.
When it comes down to it, being REAL has turned what others see as ‘dead leads’ into treasure troves for me. These leads weren’t dead. They were gold. They were just waiting for someone to care enough to keep reaching out, to make that 15th call, to not give up on them. And when they finally answered, they weren’t met with a sales rep. They found a friend that was ready to listen, understand, and work with them as a fellow human being.
This approach is not the easy route. It takes grit. It takes thousands of calls. You’ve got to be willing to put in the time and the elbow grease. I won’t lie — the siren call of automation can be tempting. You see these slick systems, all buttons and clicks, and a part of you thinks, “Man, that looks like a breeze.”
But here’s the straight talk: taking the tough road, the human road, it’s got perks that no algorithm can touch. Sure, the cash flow of real can’t be beat, but the jackpot? It’s the network of trust you weave, the handshake-solid reputations, and the kind of growth that is only possible when you match the right franchisee with their ideal franchise. That’s the stuff that counts.
I’ve turned so-called “dead lists” into gold mines, simply because I refused to treat people as part of a process. To me, every single lead is gold – they’re opportunities to make a real difference in someone’s life and business. That’s why when I’m talking to a potential franchise owner, I’m not just selling. I’m forming a genuine connection and doing what I can to help.
My promise to you, to my clients, and to myself is to always keep it real. Because at the end of the day, that’s what it’s all about. It’s not just about finding the right people for the right franchise. It’s about feeling and making others feel cared for, not worked on. It’s about ensuring that no one feels like just another piece of wood headed for the wood chipper of sales.
So, take it from me, someone who has lived and thrived by this philosophy: When it comes to building a business, especially one in franchising, forget the automation temptation when it’s time to connect. Roll up your sleeves, pick up the phone, and be ready to be real. It’s a lot more work, but it’s also a lot more rewarding.
And who knows? That next call could turn a ‘no’ into a ‘yes,’ a stranger into a client, or a single sale into a lifelong business relationship. That’s the kind of success you can’t automate.