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.
… the recruitment of suitable franchisees is one of the most time-consuming aspects of any franchise development programme.
A targeted marketing campaign must be developed and implemented, and the results measured. Once the phones start ringing and the inbox starts filling, each and every lead must be systematically (and promptly) followed up. The franchisor should take the details and answer the questions of every enquirer and, subject to passing the initial screening, send them documentation, usually a prospectus.
Returned application forms should be processed, and subsequent interviews scheduled and conducted.
The marketing efforts, screening process, relationship management and data collection involved can very well exhaust even the most committed franchisor.
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