Today's buyers are empowered. They can at will research any brand or product online.
The new challenge for a brand is to offer buyers the information they need when they need it. Using a traditional sales phone call tactic to an unqualified lead who is not ready to buy is expensive, ineffective, and unnecessary.
Buyers should be given what they need to educate themselves on why your brand is the business that is right for them. By offering first time franchise buyers valuable information on how to buy a franchise, your brand has an opportunity to build a relationship with the buyer.
Investing in your buyers through education is a win-win. Buyers want to research your brand online. Recruiters want to engage with more educated buyers who are further down the research funnel. It's a win-win.