TES Insights
To Achieve Franchise Development Goals and See Long-Term Results, Stop Treating Candidates Like a Transaction.
When it comes to building strong franchise systems, challenge yourself to look beyond the “sale.”
Think Legacy, Think Long-Term.
Do you want to achieve franchise development goals, work with high performing franchisees, and repeatedly improve your franchise system over time? If yes, stop thinking of franchise candidates as another check mark in your sales goals, and rather, think of them as your next long-term investment.
What is the legacy they want to leave behind?
And maybe more importantly, how will they contribute to your brand’s legacy?
Creating a positive Discovery experience — the initial phase of providing education, awareness, and discovery to franchise candidates, learning about each other’s values, beliefs and vision, and building mutual rapport – is crucial to setting a strong foundation of trust and rapport, but the relationship doesn’t stop as soon as the candidate signs your franchise agreement.
This is the first phase in a long-term relationship with your next potential top-performing franchisee.
Using qualifying tactics and a churn-and-burn approach to “weed out the tire-kickers” may seem efficient to begin with, but it can quickly become clear why this is truly a short-term way of thinking.
What if you were to learn that a franchisee you initially would turn away had the potential to become the next inductee to your President’s Club? Or that they would become a brand advocate, willingly volunteering their time to speak with other franchise candidates, or mentoring new franchisees to make sure they have a strong start in a system they wholeheartedly believe in?
Would you take the time necessary up front to make sure they had everything they needed to fall in love with your brand? Would you ask them different questions to understand how they align with the mission and values of the brand and culture?
What would this do to the results and impact to your brand up front, and several years in the future?
Reach out to us today to schedule time to chat about your franchise development goals, and discuss an effective strategy to achieving your goals today, and in the future.