Philip Ciniglio on "Franchise Recruitment Philosophy"
“Selling franchised businesses is a contradiction in terms and that is why you should not be selling franchises you should be recruiting franchisees. It is better to create an environment where the prospective franchisee can make an informed decision.”
There is much behind this philosophy, let me explain.
But also, if the applicant appears to have all of the attributes desired to run a franchise successfully then it can be easy to fall into the trap of over selling, only because you may think that you have found the right person and you want to grow your system as quickly as possible. This would be a major mistake not just because you may be compromising your ethics but also from the point of view that a purchaser will become suspicious if you are too keen, especially with the size of investment that is required for some franchise concepts.
Another issue that can be far more damaging than putting a potential purchaser off, is the long term effect of managing and working with the franchisee.
Managing franchisees is far more difficult than managing staff. Franchisees are in essence business partners and quite rightly demand respect. They have put their cash on the line and are going to expect results. It is important to manage the franchisees expectations from the very start of the relationship.
However, if it is explained to the franchisee from the beginning about their workload, their obligations and that despite purchasing a franchised business it is still their responsibility to make it successful, then they will understand why they will need to convince you that they are the right people and that they will take full responsibility for the success of the business.
In this situation there is a whole different level of respect between the franchisor and franchisee. If things become tough in the franchisee’s business or they are going through a slow time they are more likely to ask for assistance in how to improve the situation rather than attack the franchisor.
There are many recruitment software packages available that will assist you in determining suitable applicants for your franchise system.
Your culture; It is important to include in your organisational culture the language that everyone uses regarding recruitment. For instance, if a National Office team member speaks to others about “how many franchises have you sold this month” not only is this creating the wrong attitude amongst your people but if franchisees hear that language they may form the opinion that all the company is interested in is hard selling franchises.
So you should instil into your culture, when referring to franchise recruitment, that you use exactly that in your internal language “recruitment” not “selling”. This is a good practise for your people and sends out a message of respect.
In summary, franchisees are your business partners their success is your success and mutual respect should be a cultural mandate throughout your company.
Author:Philip Ciniglio from Market Minds
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