Buyers are Researching You ... Are They Impressed?

If franchise sales are stalling, the problem may not be your offering, your marketing materials, or even the franchise itself.

It might be the lack of trust buyers feel toward the person representing it.

That might feel uncomfortable to hear—but it doesn’t need to. Because the good news is, trust is something you can build with purpose, presence, and a little strategy.

Franchise buyers today are sophisticated and cautious. 

They aren’t just reviewing financials or brand stories—they’re researching the people behind the opportunity. And according to HubSpot’s State of Inbound Sales, 

77% of buyers won’t engage with a salesperson until they’ve done their own research.

Which means by the time someone books a call or requests more information, they’ve likely already formed a first impression.

So let’s ask the obvious question: what impression are you giving them?

 Franchise Buyers Are Vetting You

The focus in franchise development is often heavily on messaging around the opportunity: the investment level, the market differentiators, the support systems. All of that is important.

But here’s the piece most teams overlook: people buy from people. And that’s especially true in franchising, where relationships, trust, and alignment play such a significant role in the decision-making process.

Before buyers say “yes” to your brand...

they need to feel a sense of clarity and confidence in you—your role, your guidance, your expertise.

If your online presence doesn’t reflect that—or worse, if it’s nonexistent—you could be unintentionally creating hesitation before the conversation ever starts.

[CLICK BELOW TO WATCH THE VIDEO]

Your LinkedIn Presence Matters More Than You Think

Imagine a prospective franchisee looks you up after seeing a brand promotion or receiving an email. What will they find?

If your LinkedIn profile is missing a photo, includes an unclear job title, or lacks any real insight into who you are or what you believe in, you’re missing an opportunity to build rapport before the first call.

A well-crafted, up-to-date LinkedIn profile is often more powerful than any sales document. It demonstrates professionalism. It tells a story. It signals that you’re accessible, confident, and credible.

And here’s why this matters: franchise buyers aren’t just evaluating opportunities—they’re evaluating people. And in today’s digital-first world, LinkedIn is one of the first places they look.

Familiarity Builds Trust. Trust Builds Conversions.

Here’s something else to think about: most buyers need time to make a decision. But if they’re seeing you show up regularly—sharing insights, speaking on video, interacting in your space—they begin to feel like they already know you.

That familiarity lays the foundation for trust.

And trust doesn’t just make the sales process smoother. It shortens it.

When buyers feel connected to a person (not just a logo), they’re more likely to respond, to show up to calls prepared, and to move forward faster. That’s the difference between chasing leads and attracting qualified ones.

The Cost of Staying Invisible

Let’s look at the data:

According to Franchise Update Media’s 2024 Annual Franchise Development Report, 82% of franchise recruitment budgets are spent on digital marketing—but the people behind the brand are often overlooked in that strategy.

In other words, we’re investing in visibility for the brand, but not the humans who represent it. And that disconnect can cost more than we realize.

If franchise buyers don’t know who you are—or worse, can’t find you online—you lose credibility. You lose momentum. And you may be losing deals you didn’t even know were on the table.

You’re Not Behind—You’re Right on Time

If you’re reading this and realizing there’s room for improvement in your visibility strategy, that’s not a problem. It’s a starting point.

You don’t need to be everywhere. You just need to be findable, clear, and consistent.

Franchise buyers are looking for more than a great concept. They’re looking for a leader they can trust. And that trust starts long before the first phone call.

Need a Partner to Help You Get There?

At The Image Impact Group, we help franchise development leaders and teams build trust and credibility through personal branding, strategic messaging, and video content that works. We specialize in making your team the most trusted, visible, and engaging part of your brand—because people buy from people they believe in.

If you’re ready to become the person buyers want to hear from, let’s start there.

Take the Image Impact Assessment

Who is this for? Franchise Consultants, Franchise Development Teams, Client Facing Leaders.

What is it? A quick 5-7 minute impact assessment with tailored, personalized results.

Why take it? To think differently and to see where your strength lie and where there's an impact gap to fill.

Do I need to give my name and email address? In short, yes. Why? So I can send you a personalized video with insights and strategies to consider👏