How to Communicate with Leads Effectively
Communication is one of the most important parts of your role as a franchise consultant.
FranFlow gives you the tools to automate and manage communication — but how you communicate is what builds trust and drives results.
The Goal of Communication
Your goal is not to “sell” a franchise.
Your goal is to:
✔ Build trust
✔ Create clarity
✔ Guide the process
✔ Help candidates make informed decisions
The Goal of Communication
Your goal is not to “sell” a franchise.
Your goal is to:
✔ Build trust
✔ Create clarity
✔ Guide the process
✔ Help candidates make informed decisions
The Three Types of Communication
1. Automated Communication (Handled by Workflows)
When a new lead comes in, FranFlow automatically begins communication using workflows.
These workflows may:
Send an initial text message
Send a follow-up email
Remind the lead to book a call
Continue follow-up over time
What This Means for You
✔ You do NOT need to manually send the first message
✔ Every lead is contacted immediately
✔ Follow-up is already happening in the background
Where to See Automated Communication
All automated messages appear inside:
👉 Conversations
👉 Contact records
How to Check
Go to Conversations
Click into a Contact
View message history
You’ll see:
Sent messages (from workflows)
Delivered messages
Responses from the candidate
‼️ Important: Automation messages look the same as manual ones — they are all tracked in one place.
2. Manual Communication (Your Role)
Your role is to step in when:
✔ A lead responds
✔ A conversation starts
✔ A candidate needs guidance
👉 This is where you add the most value.
When to Step In
You should manually engage when:
A candidate replies to a message
A candidate asks a question
A candidate shows interest
A conversation begins
👉 Think of automation as the door opener
👉 Your role is to carry the conversation forward
How to Use Automation Effectively
Don’t Compete With It
Avoid sending duplicate or overlapping messages.
Before reaching out:
Check the Conversation
See what has already been sent
Build On It
Reference previous messages when you respond.
🔎 Example: “Hey [First Name], glad you responded — I know you got my earlier message about exploring franchise ownership…”
Let It Handle Follow-Up
If a lead hasn’t responded yet:
✔ Let the workflow continue
✔ Avoid interrupting too early
👉 FranFlow is already following up for you
The Three Types of Manual Communication
1. Response to Engagement
When a lead replies, respond quickly.
Goal
Start a real conversation.
🔎 Example: “That’s helpful — what got you interested in exploring business ownership?”
2. Active Conversation
Once engaged, guide the process.
Focus On
✔ Asking questions
✔ Understanding goals
✔ Building trust
3. Strategic Follow-Up
If a conversation slows down:
Re-engage
Keep momentum
🔎 Example: “Hey [First Name], just wanted to check in — still open to exploring options?”
SMS vs Email: When to Use Each
SMS (Text)
Use for:
✔ Quick responses
✔ Scheduling
✔ Follow-ups
👉 Fast and conversational
SMS (Text)
Use for:
✔ Quick responses
✔ Scheduling
✔ Follow-ups
👉 Fast and conversational
Tone & Style Guidelines
Be Human
✔ “Hey [First Name]…”
❌ “Dear Sir/Madam”
Be Clear
✔ Short messages
✔ Easy to read
Be Consultative
✔ Ask questions
✔ Guide, don’t sell
What NOT to Do
Over-Communicate
Check what automation has already sent.
Be Too Salesy
This is a consultative process.
Ignore Conversations
Everything lives in Conversations — use it daily.
🪄 Best Practices:
✔ Always check Conversations first
✔ Respond quickly when a lead engages
✔ Let automation handle early follow-up
✔ Use manual communication to build relationships
✔ Keep messaging simple and clear
Common Mistakes
Not Checking Existing Messages
Leads receive duplicate or confusing communication.
Stepping In Too Early
Interrupting automation before it has time to work.
Not Stepping In At All
Automation starts the conversation — you need to continue it.
Final Takeaway
👉 Automation starts the conversation
👉 You build the relationship
FranFlow handles the system — you handle the human side.