168 169 Tony DSAR 1/3/07 6:42 pm Page 1
TONY URWIN
column
We want YOU!
Franchisors must understand the importance of a well-managed recruitment programme. Done
right, it lays the foundation of a high-quality, well-motivated franchise network. Done wrong, it
can sow the seeds of a franchisor’s undoing. FDS Northern Consultant Tony Urwin reports
processed, and subsequent interviews market the salient benefits of the
I
recently visited two companies
that had successfully franchised
scheduled and conducted. The opportunity directly to the franchisor’s
their business with the help of our
marketing efforts, screening process, target audience. The more targeted and
services. Both had systematised their
relationship management and data accurate the pitch, the more informed
operations, and had developed the tools
collection involved can very well and appropriate the resulting leads.
required to transfer both their
exhaust even the most committed Editorial and other PR coverage can be
knowledge and methods to franchisees.
franchisor. quite helpful in this regard over and
The marketing tools we provided were
bearing fruit, and leads were pouring
‘The recruitment of suitable franchisees is one of
in. Unfortunately, both companies
were completely overwhelmed.
the most time-consuming aspects of any franchise
The owners of the first company
development programme. A targeted marketing
had been spending all of their time
responding to enquiries, leaving little campaign must be developed and implemented,
time for the day-to-day operation of the
business. The owners of the second
and the results measured.’
company were so busy with the
operation of their business that they
THE COST OF CUTTING CORNERS above appropriate advertising.
didn’t have the time to follow up on
A shortcut or oversight in the Secondly, enquiries have to be
leads, resulting in a growing mountain
recruitment process can undermine a properly handled. People who have
of unanswered enquiries. Clearly, the
franchisor’s path. Ill-conceived been moved to initiate contact will turn
neglect of either the business or of
advertising efforts deliver no return on away (or even worse, turn hostile) if
prospective franchisees is troublesome.
investment, or attract inappropriate their interest is not reciprocated. This
Frankly, the recruitment of suitable
candidates. Hot leads left unanswered is why a reliable lead-management
franchisees is one of the most time-
quickly go cold. Poor or no candidate mechanism must be part of any
consuming aspects of any franchise
screening will ensure failed locations recruitment strategy. All incoming
development programme. A targeted
and troublesome franchisees. No leads should receive a prompt and
marketing campaign must be
matter where the problem lies, the appreciative acknowledgement of their
developed and implemented, and the
consequences are the same: wasted enquiry. Contact details should be
results measured. Once the phones
time and money, unstable systems, collected, and more detailed
start ringing and the inbox starts filling,
financial issues, personal angst and information dispatched.
each and every lead must be
possible legal woes. Franchisees must be understood as
systematically (and promptly) followed
business partners, not as customers.
up. The franchisor should take the
WHAT IS A FRANCHISOR TO DO? Franchising is a long-term relationship
details and answer the questions of
Franchisors should first identify their between franchisor and franchisee, and
every enquirer and, subject to passing
ideal candidate and then ensure that franchisors have just as much interest
the initial screening, send them
their marketing efforts are directed at as franchisees in selecting a partner
documentation, usually a prospectus.
getting serious information through to with care. Franchisors are advised to
Returned application forms should be
such a person. The goal is to accurately carefully assess their candidates. A
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