Franchise Advice I
t’s human nature: in just 30 seconds we can make a quick judgement about everything we see, hear, taste or smell.
Given more time we may change that initial opinion; we can get to know a person better, educate our palate or grow to like a challenging piece of music, but when it comes to business, fi rst impressions really do count. Potential customers rarely give second chances; think about the kind of impression you want to create for your business. Here are my top tips for ensuring that your franchise is seen in a professional and positive light from day one.
Service values
Think about how you will treat customers. This may seem obvious, but how many times have you been on the receiving end of bad customer service? I recommend that you write down your customer pledges, not for public consumption but for your own reference. By taking the time to set out your own customer service standards you will be laying the foundation for future business success. If your franchisor has set service response times, it is important that you always meet or exceed these.
Business profi le How will people fi nd your business? What signage do you need? Find out what marketing support is available from the franchisor for your launch and beyond. If a website is provided, make sure all your details are correct and all the necessary fi elds are fi lled in. There’s nothing worse than clicking on a page only to fi nd it blank or has an error message.
Branding
Being able to access a strong brand is one of the main benefi ts of buying a franchise. All good franchisors will have spent time developing their brand and should give you help and advice on how to use this branding properly. Don’t be tempted to play about with aspects of the brand; focus on following brand guidelines and make sure you have a business card with you wherever you go.
Telephone answering If you’re running the business on your own, consider investing in a professional answering service to answer business calls when you are unavailable. Instead of an answerphone, callers will be greeted by a ‘virtual’ receptionist, who is fully
briefed about your business and will take messages as if they were a member of your staff . If you do use an answerphone, ensure you record a clear business-like message that includes a realistic callback pledge, and make sure you stick to it.
Appearance
How do you want people to see you? If your business is in retail or offi ce-based, imagine yourself as a customer and look at your premises through their eyes. Is it clean and tidy? Do you have well-displayed point of sale material to show off your branding? Your wardrobe should refl ect the image of the business. Your franchisor may off er branded workwear, which can help reinforce branding and make you look more professional.
Social media Don’t rush into having a social media presence unless you are very confi dent with the various platforms and how to use them. There’s no point in having a Facebook page and a Twitter feed if you don’t post regularly. LinkedIn is an exception; it’s easy to understand and is the most widely used social media platform for businesses.
Training
While you’ll be eager to get your new business started, it’s important to get the most out of your training period.
This is your fi rst, and possibly the best, opportunity you will have to access key people within the franchise. Learn all you can about the business and don’t be afraid to ask questions. Does your franchisor off er ongoing training beyond the initial sessions? Find out what’s available and sign up. Keeping up with the latest industry trends and techniques is crucial to any business and you may fi nd that your franchisor runs a continual professional development programme for the network.
Follow best practice One of the biggest benefi ts of being part of a franchise is sharing ideas and best practice. Ask your franchisor to introduce you to the most successful franchisee in the network and make an appointment to visit them. Find out how they have built their business and don’t be afraid to ask for their top tips for success. As a fellow franchisee, they will be only too pleased to help you.
About the author Lindsay Jones is the owner and
managing director of LJPR, a PR consultancy with a specialist franchising division
September 2017 |
BusinessFranchise.com | 49
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