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How to win in the National Franchise Space, with Custom Business Solutions, Inc.

Blog Post created by krereischel on Mar 20, 2018

Payment partner spotlight: Jeremy Julian

 

People and customer service are the keys to winning national franchises

Like many first big opportunities, CBS landed their first national franchise through an existing relationship. A former client from a small restaurant moved to a big brand chain. Impressed by CBS’s service for his former employer, he recommended CBS for the franchise, too.


The recommendation panned out and CBS delivered the great customer service they were known for to cultivate a long-term relationship with the national franchise. This success caught the interest of other franchises and led to contracts with dozens of nationally recognized brand names such as Golden Corral Buffet & Grill, Lazy Dog Restaurant & Bar, California Pizza Kitchen, and many others.


Julian believes that CBS’s success can be contributed to adhering to their core company value: always focus on their client’s success.

 

“First, you have to make the decision that you want to go after a different clientele. Then, you must be willing to adapt by investing in your people, your process, and your technology to adjust to what those clients are looking for. “

Beating the competition

 

Competition in the POS industry is getting more intense each year. What used to be a relatively unknown industry has exploded and even Silicon Valley has jumped on the bandwagon. So with more competition and new technologically savvy players, how does CBS continue to win?


“It comes down to two things: finding the right people, and taking care of our clients,” says Julian. “If you don’t have the right people on your team, none of it matters. We find people that have an attitude of service from sales to implementation and even our technicians.”

 

How to compete with Silicon Valley: Invest in Your Employees


The company invests heavily in their staff. In addition to training programs, CBS offers a mentoring program and promotes growth. “It’s so important to invest in your employees,” says Julian. “If you invest in them, then they stay and they grow, otherwise they are going to leave, and then you are right back where you started.”


All of this helps create a great work culture. Julian notes that at CBS there is no such thing as “that’s not my job.” Everyone must pitch in and do what is best for the client.

 

How can a VAR or ISV meet a national franchise?

 

Julian believes that when you take care of people, they take care of you. And for CBS, adhering to their core company values has paid off handsomely in terms of referrals and relationship building.

 

Happy customers are your best salespeople.


He says that it’s paramount to “Serve the customers you already have well because you never know who is going to start that next franchise. If you treat your existing customers well, they will sell your products and services for you.”

 

Trade shows and conferences are also a great way to get in front of franchise operators, particularly payment conferences, restaurant finance conferences, and restaurant technology conferences like MURTEC, the FSTECH show, and Retail Now (RSPA)

“Be in these places, be visible, and be prepared, know what you are selling and what problem you are going to solve.”

Julian also suggests sponsoring events. Franchises and corporations often host golf tournaments, general manager conferences, and charitable events.


“If you invest in their business then they will likely invest in your business.”

 

What can a VAR or ISV do to prepare to work with a national franchise?

 

When pursuing national franchises, Julian notes that you are essentially dealing with two distinct clients: the owner/operator and the corporate office. You have to pay attention to both. Even if your owner-operator is happy, you must make sure that the corporation is happy too.


“It is so important to learn how to service your clients, truly understand their needs, and learn how you can serve them,” says Julian. “And be humble and willing to adapt your business model. We’re in a service model and so are they. So if you service them they will reward you.”


To learn more about Jeremy and the entire CBS team, visit Custom Business Solutions, Inc.


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