Franchise recruitment and development is the critical component of expanding a business using franchising as a growth strategy.
The question we keep hearing is, “How do we recruit better and more qualified candidates?” As franchisors seek eligible, competent, franchisees to increase their businesses, they realize that the strategies for success used in the 20th Century are ineffective in the 21st Century.
The “good old days”
As times change so must franchisors, particularly in their approach to the generation, qualification and granting of franchises to qualified individuals and entities. To be a successful franchisor in the 21st century the practices used to grant franchises in the 20th Century, are ineffective. Franchisors need to redesign their strategies to best meet the needs and expectations of the 21st century candidates. Franchisors need to create an environment where the customer is the focus of everything and everyone in the company. Franchisors must grant franchises only to those qualified individuals and entities who will implement their systems, fully, completely, and consistently, resulting in the acquisition and retention of VERY satisfied, loyal, frequent user Promoter customers who will build their Brand.
the 21th century
To bring your business into the 21st Century, Management 2000 had identified four primary areas of focus: Philosophy, Process, Technology and People
Every Brand needs to have state-of-the art marketing strategies and tactics, using website optimization tools and social networking sites. Brands need to take advantage of proven technologies to interact with the candidates. All processes for handling the candidates, from first contact through signing the franchise agreement or area development agreement should be streamlined.
17 Must for recruitment
To understand a successful franchise recruit system from 30,000-foot overview, we have listed 17 things to help you recruit better-qualified candidates.
- Follow a process.
- Stay in control.
- Framing the process of granting a franchise (not “selling” a franchise) as a “Mutual Decision-Making Process” designed to: “Help you decide if our company is the best opportunity for you, at this time in your life, to help you achieve your personal goals for income, lifestyle, wealth, equity, and debt elimination, and for us to decide if you are the best person/entity to help us achieve our goals.”
- Existing customers are the “diamonds in your backyard” and are often overlooked as the most ready, willing, and able to become your franchisee.
- Existing franchisees opening new units as part of their personal business plan.
- Existing franchisees giving you referrals and recommendations, especially in other markets.
- Making the candidate the “center of the universe,” and not you, your concept or your franchise. The “mutual decision making process” is not about you, it is about the candidate or entity wanting to decide to become your franchisee.
- Identifying and eliminating “deal breakers” in the very beginning of the process.
- Having a web site dedicated to franchising (and make sure there is a reason for them to call you after they look at your web site).
- The use of technology to help qualify and interact with the prospects, inquiries, qualified individuals and entities, while making a decision about whether or not to grant a franchise.
- Having a behavioral based profile that has measurable criteria.
- Ensuring the candidates have the correct understanding of franchising and of the terms: initial fee, royalty, territory, what “granting” means, what is “granted.”
- Using the power of the principle: “Personal Goals Drive Business Goals.”
- Using the power of the principle: “Decisions are made on emotion, not intellect.”
- Using financial disclosure information.
- Using a Qualification Specialist, either real or virtual.
- Having very specific “must haves” and “like to have” profile for the candidate.
Before you start the franchise recruitment process, you must identify your ideal candidate, and the qualifications he/she must have and tailor your franchise recruitment process to that end.
Take the time to analyze your processes and determine how they can be used to discover qualified candidates.