Independent advisor franchise journey

The recruitment and sales process for an investing company’s elite franchise offering was rigorous, lengthy, and hands-on, and critical details rested in the mind of one sales lead, who was set to retire, at the very moment the brand was hoping to boost growth. In order to optimize sales and support communication we needed to first understand the details and rationale of the current sales funnel. We adapted a standard persona-based customer journey map process to work more as a set of deep interviews. A composite persona was made to embody the typical mindset of an ambitious, but suitably cautious advisor. Workshops were structured around following the communications and backstory that would typically occur as this prospect advanced toward franchise ownership. Running the workshop as a more rigorous group conversation than bustling activity let us go deep. By combining the framework of a journey map and a rigorous, journalistic interview style, we captured the very deep, contextual knowledge of the sales lead, and set the stage to not only carry on his work, but deliver his insights at greater scale through content that brought them to life.