“Baby, have you seen my UFOC?” franchise suavely asks.

“What the !@#$ are you talking about,” potential franchisee screams, as her gorilla entrepreneurial teammate jumps in franchise’s face and franchise realizes potential franchisee already has six other franchises and is not interested in its. Strike one. There are plenty of others at this bar, though.

Well, maybe not the best way to begin a conversation. Franchise thought about asking, “Did you know I know people who write UFOCs?” but thought that would be a dorky start. In franchise sales, the art of the pick-up line is much like that of real life. Single guy needs to have something special to compete with all of the other single guys in the bar. Single guy needs to have some “wow” factor to catch a glimpse. The same is true for franchises.

Before you crack a smile, a phone number, and perhaps a date, you need a starting point — the first hello that gets you in the door; that first interaction and first impression that captures attention. This, my friends, is what I like to call complete communication – both what is heard and what is seen.

For most franchisors, the first image is their concept. Their concepts are their pick-up lines. So, ensuring consistency, cleanliness, smooth operations, educated sales, customer service, etc. is vital to the success of their pick-up line.

The concept is the attractiveness. It should have curves. Its skin should be like porcelain. It should blow the mind of the sexy potential franchisee, because if it doesn’t, that franchisee is going to the next concept. Sometimes, this step takes a makeover, a little remodeling – which can be nerve-wracking for franchisors, especially founders, who have poured every ounce they had into a concept they thought was fool proof. These are the franchisors who still have the nerdy glasses on, but with baby steps from a professional, can switch to contacts and spiky hair.

With an established look, franchise catches the eye of potential franchisee, who franchise certainly hopes offers up a phone number. It’s time to start the talk.

“Oh, your Web site is so informative,” potential franchisee says in a soft voice.

“Why thank you. I have a team of developers who ensured easy navigation, high levels of information, and did I tell you, oh, our UFOC has an earnings claim,” the franchise says with complete confidence. Potential franchisee is hooked. Not sold, but interested.

This is where a little pick-me-up comes in. Zors, in most cases for step number three (of course very simplified), are throwing experienced sales people in front of their concepts who take what they have built and sell it. The sales people become their wingman or wingwoman or if really being politically correct, wingperson, in front to assist the sale.

“Well, hello potential franchisee,” wingperson says, leaning against the bar, wearing a suit, no tie. “Let me tell you, this concept is THE concept. It will make you millions. Do you really want to sit over there with 9-5? I don’t think so.”

The interest in spiked. Potential franchisee now wants more. In fact, potential franchisee sits there with 9-5 and wonders what they are doing. Are they sitting there wasting their time when perfection is just a phone call away? Potential franchisee checks their daily news sites and sees a story, front page, that quotes franchise. Potential franchisee sees the franchise is certainly for real, credible, and out there in the face of the public. Potential franchisee realizes speed is of the essence before another potential franchisee slides in and steals away the opportunity. Potential franchisee picks up the phone and calls.

So, the relationship begins. The pick-up line was successful. Deep down, the franchise knows it’s definitely not a one franchisee franchise, but, is happy it just secured another notch on its belt.

Communications are key to every franchise. They are what sells concepts. Not just one characteristic will make a great franchise or system. It needs a full-circle of perfection – from public relations and marketing, to appearance and operations, to internal execution and support. Franchisors who possess a little of everything are probably the ones who will see their concepts climb well over the 100-unit mark thanks to a successful full-circle pick-up-line.