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peter williams
HOTtopic
Peter is one of the industry’s
best-known and most experienced
practitioners. He formed his own
consultancy in 1990 where he
continues to advise on all aspects
of franchise development. He is a
Companion of the bfa.
Inquisitive nature
FRANCHISE ADVICE Enquire, delve and explore – why curiosity is essential when searching for a
franchise. Peter Williams explains
I
AM TOLD that on social occasions
"Many people only become a
some that actually prefer franchisees who

medical professionals often prefer to
franchisee once and often stay
have never done anything similar, because
remain incognito and not mention their they embark on the training course without
vocations for fear of being waylaid by those
profi tably in place for years..."
any preconceived ideas and take on board all
who regale them with individual experiences the necessary know-how much more readily.
or ask questions concerning some personal The gentleman I met on the train,
matter. Franchise consultants, on the other hand, have no inhibitions incidentally, was worried about the task of selling and I know from
of the kind and can be generally relied upon to talk about their past experience that many people initially share that concern although
specialism to anyone, anywhere and at any time! I really don’t understand why. Basically it’s about being a good
Such an occasion arose quite recently when I was travelling by communicator and we all need to talk to prospective customers,
train. A gimlet-eyed fellow passenger spotted my British Franchise whatever the business.
Association lapel pin and asked me what I did. He explained that he Accordingly, franchisors usually include sales and marketing within
had done some homework on franchising and during the journey we the training programme and as an overall measurement of its effi cacy,
engaged in an interesting conversation. it is worthwhile to note that among the ever-increasing number of
At fi rst I was quite impressed with his understanding of our industry; successful franchisees in the UK, relatively few have come from the
but as our discussion developed it became apparent that his actual ranks of sales professionals.
knowledge was lacking simply because his researches had been too Primary research is made relatively easy by calling for the prospectuses
remote and had not gone far enough. In consequence, some of his or information packs that franchisors make readily available, which
assumptions were fundamentally mistaken and it transpired that he had provide a variety of useful facts and fi gures. These are essential reading
decided several for potentially interested parties and provide an insight to available
well known and opportunities from which a start can be made on preparing a short list.
highly regarded However, at this stage there could be points arising which you are
franchises were uncertain of and rather than reject something prematurely you would
inappropriate, be well advised to talk to the franchisor concerned and seek
either because clarifi cation. Having done so and achieved a
his career satisfactory outcome, an essential
background step will be to meet the
rendered him franchisor personally.
unsuitable or by Depending on
virtue of some whereabouts, this may
other aspect, involve travelling some
which appeared distance and
to have been hastily misjudged. possibly an
In order to reach the right conclusions a overnight
decidedly inquisitive approach is called for and stay; but it
rather than assume anything, will be time
it is far better to inquire, well spent,
delve and explore in bringing
order to get the full everything
picture. Start by taking into context
the broadest view of and enabling
the possibilities and, both parties,
within the scope of a franchisor
realistic budget typically and
comprised of personal prospective
capital plus a bank franchisee to view each other objectively at fi rst hand, answer each
fi nancing package, look at all other’s questions and facilitate decision making.
the options and think about the types of business you might In conclusion, it is important to remember that going into
want to run. business is all about the fulfi lment of ambition and to achieve
Never mind that you may be completely unfamiliar with success, a diligent approach at the outset can make all the
a particular activity because, usually, it doesn’t matter. It is difference. Many people only become a franchisee once and often
important to bear in mind that most franchisors make clear stay profi tably in place for years, by way of renewable franchise
that previous experience is not a requirement and I know of agreements. Getting it right fi rst time is of the essence. ■
December/January 2010 www.businessfranchise.com
BF070_HotTopic-Peter Williams-Dec-Jan09.indd 1 18/11/2009 14:54
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