franchiserecruitment
A franchisor can only be as good its
Pitch perfect
franchisees and so it’s vital to target,
attract and select the right franchisee –
something that is often a lot easier said
than done! To start with however, it’s
all about pulling in the punters.
The franchise recruitment process can
be time-consuming and expensive, so it’s
Generating leads: pitch
essential you get it right. In the dawn of the
it right
Lead generation begins with “having
exhibition season, Alison Ledger discovers
a clear view of your preferred
how to pitch to potentials, successfully…
candidate,” says Iain Martin, managing
director of Kyros. Ask yourself what
are the essential attributes your
franchisee should have (ie, liquid
capital, hardworking), and what are the
desirable qualities (ie, sales experience).
The next stage is to investigate
reaching this person. Iain advises
looking into websites, magazines
(particularly those distributed at the
exhibitions) and exhibitions where
you can demonstrate your business
concept. He also recommends asking
your existing franchisees to refer
friends or acquaintances – “often the
best leads you’ll get!” says Iain.
Smart Growth’s Graham Monk agrees
you need to know who you are
targeting, but urges franchisors to
go further: “Have a target in mind,
but you need to understand what
makes them tick. You can appeal to
their hopes, aspirations and fears, but
what is really difficult is getting them
to respond. You need to encourage
potential franchisees to rationalise
why they are buying your franchise. A
great example of this is shown in Patek
Philippe’s advertising campaign for its
men’s watches.

“Patek Philippe’s watches cost around
£3,000, so why would anyone buy
one when rather than a Rolex or
another brand for less? The advert
shows a father and son with a strapline
suggesting that the watch could be
passed on to your son and future
generations, offering a reason to
buy the watch and allowing you to
rationalise the purchase.”

So, when it comes to selling your
franchise, think about what benefits
your franchise will give to its owner?
4
Franchisor News | 17
FN_pg17+19_Main Feature_WIN09.indd 1 21/09/2009 17:45
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