During this week’s edition of the Proven Match blog, we’re going to take a closer look at marketing and networking strategies that attract the best franchisees. It should go without saying that your franchisee recruitment program should aim high, as this facet of your brand building is tantamount to success. Just the same, adopting a quantity over quality approach can be quite detrimental to your immediate and long-term future as a franchisor.
Having a sound corporate culture is an excellent stepping off point for our discussion. Many of the best franchisor operations have devoted quite a bit of time and effort to cultivate a winning strategy in the culture department. Take Jimmy Johns for example. They sell sandwiches and so do a lot of other franchise concepts. But if I asked you what the first thing that comes to mind when you hear their name, what would be your answer? That they pride themselves on fast delivery? Thought so. When prospective franchisees realize that they’re getting a built-in success story, franchise sales should never be a problem.
Just the same as looking for a job, networking should be at the top of the list for those considering successful strategies in recruiting top-notch franchise candidates. As it turns out, successful people know other successful people and share insights all the time. A brand’s most marketable existing franchisees should be actively involved in the recruitment of the next generation of franchise leaders. And this goes way beyond validation calls.
Any good marketing and networking outreach programs should also be geographically specific. Franchisors should focus on areas which need recruitment. Perhaps Brand A has a really strong presence in the Midwest, but lacks interest in the southeastern U.S. Should the franchisor take steps to identify why this might be? Absolutely. Many franchisors are already conducting pinpoint outreach in this manner, ready to recruit similar success stories in market areas where their brand may not yet be a dominant player in the marketplace.
Another helpful tip for franchisors looking to recruit the best and brightest franchisees has everything to do with presentation. For this matter, we’re speaking directly about website functionality. Internet searches are a prime funneling opportunity, but how is your information being disseminated? Seek an honest—and unbiased—opinion of the franchising section of your website. Many top-line franchisors utilize a separate microsite for recruiting. Should you? The information you present to prospective franchisees should be simple, impactful, direct and honest. Focus groups have reported that testimonials are also a big plus.
Lastly, an additional tool for creating a successful outreach strategy is the employment of incentive tactics. Every franchise has a fee, startup costs, royalties, finance packages and ownership agreements. But where might Brand X or Y beat the competition by offering a little something extra to entice the right franchisee? Many leading franchisors incentivize program details of their own concepts to sweeten the deal and there are many touch points to consider.
The marketing and networking outreach efforts to attract the best and brightest franchisees will always be a formidable challenge. With over 3,100 different franchise concepts to choose from, the competition often speaks for itself. Keep in mind that, as a franchisor, you’re selling more than just a good or a service. You’re selling a lifestyle. A chance for the next generation to discover the true joy and freedom of entrepreneurship. Make sure your quality candidates understand that they’re gaining more than just a business of their own. They’re also gaining a true partner in the journey.
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As a franchisor, you’ll want to know which existing and potential franchisees best fit your business concept. Proven Match is the proven solution in determining those factors. Through our proven behavioral assessment techniques, predictive analysis becomes a predictive success for your franchise concept. If you’re ready to show your leadership by getting started, give us a call and we’ll put you on the path to a more productive year in 2017.