franchiserecruitment
reason why franchisees cannot request
nullnull
such information and make that
Have a target in mind, but
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conditional on pursuing the franchise
opportunity.”
you need to understand


Inviting candidates to contact existing
what makes them tick.
franchisees can be a great way to
promote a transparent business, but
poor feedback will be damaging,
so make sure you always address
any issues in your network! Most
What are the financial rewards? Will He continues: “Franchisee recruitment is
franchisors have a number of
they achieve a better work-life balance? about matching square pegs to square
underperforming franchisees, and
Is it a good franchise for someone that holes, and both parties – franchisor and
candidates can be told about this
may be close to retirement or ideal for franchisee – need sufficient information
in advance. The challenge comes
mothers who are looking for a flexible from each other to know that there is a
if the majority of franchisees are
opportunity to fit in with family life? comfortable fit.”
underperforming.
Managing leads Common problems
Similarly, Derrick Simpson agrees that
An exhibition scenario, for instance, is Dealing with a huge number of
clarity removes uncertainty when it
one of the most concentrated pitching irrelevant enquiries can slow the
comes to resales, he says: “The way to
times that any franchisor will face. Signs recruitment process, so build in ‘filters’
overcome any friction is to set out the
Express Sales and Marketing Director to discourage unsuitable candidates
resales process from day one and to
Tony Marsh, a regular exhibitor at the from applying – eg, make clear what
discuss selling as part of the recruitment
franchise exhibitions, says: “It’s always the total investment requirement is
process.” This assures franchisees that
difficult at an exhibition to judge how (and the cash you want the franchisee
they will be supported throughout
long to spend talking to each person. to have). Another option is to use
the life cycle of the business and
I try to ask a few open questions quite ‘autoresponse’ emails to thank
demonstrates that the venture is not
early in the conversation to establish enquirers for their interest, provide
simply about how much franchisees
how serious they are, what’s prompted more information and invite them to
make each year but about “the totality
them to come to an exhibition and how give you information.
of the income generated through the
much they already know about the
franchise as they grow the business”
business as I don’t want to waste time Misunderstandings between the
adds Derrick. (For more on resales, see
covering ground they already know.” franchisor and candidate can arise,
page 24.)
so good communication is vital.
Tony also recommends following up your Sometimes using a third party to
The last thing any franchisor wants is a
leads while they are still hot – prospective facilitate the recruitment process can
poor performing franchisee that could
franchisees will expect franchisors to be often help to minimise the difficulties in
cause damage to the brand. However,
interested in their enquiry. this area.
if you get your pitch clear and concise
and establish a clearly defined process
In whatever circumstances, when it Franchisors also need to be open and
for managing franchise applicants,
comes to someone parting with their honest – a lack of openness can be
you’ll be on course to securing a
hard-earned cash, it is only natural they enough to put a potential investor off.
prosperous and happy network. <
will be questioning everything. Iain says: Andrew Pena, founding partner of
“In my experience it’s important, at an Cubism Law says: “There is no legal
early stage in the recruitment process, requirement for a franchisor to provide
to let the candidate know you’re not sales figures. However, there is no
interested in just selling franchises.” A
franchisor’s long-term goal is to build a
strong network for franchisees, explains
Iain, so careful consideration is required
for each candidate.
Franchisor News | 19
FN_pg17+19_Main Feature_WIN09.indd 2 21/09/2009 17:46
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