FRANCHISEE RECRUITMENT
Making the most of your USPs for recruitment
ByIain Martin, Kyros Business Services
previous article and now we will look more closely at how you can use your market differentiators to best effect in your recruitment process. The major differentiator between a franchised and non-franchised business is the need for the franchised business to be able to deliver sufficient margin for both franchisor and franchisee to make it profitable for both, whereas a non- franchised business has only one overall margin to consider. The great benefits of the franchise
W
structure are that they provide local ownership and a higher level of customer service, together with the customer commitment which normally follows. These attributes are, of course, generic and not brand specific. In well- run franchises they should be actively promoted not only as a reason for buying from them, but also as a very positive reason for becoming a franchisee. This structural aspect of business-
format franchising has other key benefits for those considering business ownership - for example, the relationship between franchisor and franchisee with both parties enjoying a symbiotic relationship in which each brings something vital to the table that enables the other to prosper. Additionally, the business system itself should promote consistent high quality service across the network. When a prospective franchisee is
aware of these very desirable features, he will, of course, expect to see them demonstrated by the way in which the franchisor handles the initial and ongoing contact. Examples of what this might mean in practice are as follows.
● Often good candidates will come to an exhibition having already decided which franchisors they would like to
e dealt with using your brand in franchisee recruitment in my
meet. Franchisors, who offer a timely, professional and friendly follow-up, will often win these candidates because they are demonstrating the qualities the candidate wants to see.
● The presence of franchisees on an exhibition stand can be very powerful as it highlights the partnership nature of the franchisor/franchisee relationship and, of course, enables candidates to identify with someone who may appear to be the same type as them.
● Most quality franchises are proud to be members of the BFA, and to actively promote its code of ethics. In so doing they demonstrate their commitment to both quality and integrity.
Differentiate your franchise Finally, some thoughts on using
your Unique Selling Points (USPs) to differentiate your specific franchise from perhaps another 20 or 30 at a similar investment level, who are seeking similar franchisees to you.
● Passion is vital. If you don’t demonstrate your belief in your own brand, you are unlikely to persuade a prospective franchisee to do so.
● Prospects need to know that your commercial proposition for users of your products/services is robust, and sufficiently different from other offerings to create a sustained market demand. You must ensure that your literature/website, etc. communicate this.
● Case studies are a great way of getting franchisees to tell your story for you and, of course, they are usually very credible. If told in the right way, a franchisee’s story will
● Iain Martin is head of Kyros Business Services, which runs the leading match- making service to introduce prospective franchisees and franchisors to their ideal business partner.
highlight the concept’s USPs (and therefore why they invested in it) and can create real identification and empathy on the part of the candidate - the view that “If they can be successful with this franchise, I'm sure I can be, too.”
Ask yourself whether you have
identified all your USPs, and that you are using them to full advantage, especially in the recruitment of franchisees?
i 0870 104 4233
www.kyros.uk.com British pavilion for
Franchise Expo, Paris The BFA is to host a British pavilion at the Franchise Expo, Paris, on March 18 - 21 for its members. The cost of exhibiting is Euros 2,000 plus VAT. The show is expected to attract 450 exhibitors and more than 32,000 visitors. Further details can be found in the members’area of the BFA website.
April/May 2012
www.franchiseworld.co.uk 43
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68