Establishing a system that helps candidates make good business decisions will improve the quality of the new franchisees and provide a solid foundation for a lasting, productive relationship.
IFA:
Today’s proliferation of franchise opportunities affords prospects more choices than ever before. In this environment, it is critical to distinguish a brand in the view of the franchise candidate in a meaningful way. Utilizing a recruiting program that teaches candidates the key systems and core principals of a brand will provide the edge. The foundation of a successful franchise company rests on its ability to guide a candidate towards becoming a viable franchisee.
In the classic sales cycle it is rarely important that the candidate understand all there is to know about a particular opportunity. In fact, the emphasis rests on closing the deal. While closing a deal is an important milestone it should not be the only goal. The long-term strategic view is a more accurate barometer of the health of a system. No franchise system can afford to sign up lots of ‘deals’ only to see them falter in the long run.
Candidates who become successful franchisees need to have a clear understanding of what it takes to be productive within the guidelines of that franchise system. It is incumbent upon the franchise company to take every measure to educate the candidate, to the extent the UFOC allows, on what he or she can expect once becoming a new franchisee. It is not possible for a candidate to learn every benchmark in the recruiting cycle, but it is a great benefit to start the learning experience in a proactive way. Many new franchisees learn the ropes through practical experience, guidance from existing franchisees and trial and error. Limiting surprises and setting expectations in the very beginning of the recruiting cycle lends a sense of legitimacy from the candidate’s point of view. No longer should a franchise organization do ‘anything’ to keep a candidate in the recruiting cycle if the core principles and philosophies aren’t aligned.
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