Grow Your Franchise Network by Changing Sides
by Ed Teixeira
Franchisors are constantly seeking new and better ways to grow their
franchise network, which can range from improving the franchise program to
generating more franchise leads. There is another approach that ought to be
Apart from an occasional cockeyed optimist, I havenít met many people in the
franchise industry that believe growing a franchise system is an easy task. This
is especially true for newly launched franchise companies. A typical approach is
to identify the best features of a particular franchise opportunity and proceed
to develop an effective way to present those features. The process involves
having attention grabbing headlines on the website and in franchise promotional
literature to generate leads. This step is usually followed by having savvy
franchise sales people or brokers deliver the message in greater detail.
Fundamentally, there is nothing wrong with this approach, in fact itís worked
for years and will continue to work. This technique represents the basics of
selling. However, there are ways to enhance the sale of new franchises by
participating in the sales process from the position of a prospective
Itís easy for a franchisor to slip into a position where they construct and
deliver a franchise presentation from their perspective. In some cases, this
could mean dismissing legitimate objections from a franchise candidate by
attributing the objections to the candidate rather than deficiencies the
In order to gain a different view of the franchise and how it can be
perceived by a franchise candidate, I would suggest the following:
- Engage a franchisee attorney to review the Franchise
Disclosure Document. Yes, a franchisee attorney! This could be a
productive way to learn how the franchise offering is viewed by
someone who represents franchisees.
- Conduct a critical self analysis when it comes to comments
and questions by prospective franchisees. Consider each comment
or question as a potential problem that could arise during a
franchise sales process or later when the franchise is
- Engage in some in-house role playing, by having a member of
the franchise operations team play the part of a franchise
candidate. Encourage them to be critical and pointed as they
work their way through a fictional franchise sales process.
- Put franchisor ego aside and listen with an open mind to the
possibility of making changes where theyíre needed. ian at
ianmount dot com
- Finally, donít rely on sales techniques and personality to
overcome buyer objections. A franchise sale is the start of a
relationship, not an end in itself. When legitimate concerns
brought up by a franchise candidate are overcome by slick sales
techniques future problems may arise.
A franchisor can improve their program and enhance the sale of new franchises
by putting themselves in the position of a prospective franchisee. Itís one way
to obtain an unbiased evaluation of their franchise opportunity and lower the
risk of franchisee failures.
© 2011 FranchiseKnowHow, LLC
Ed Teixeira is the President of FranchiseKnowHow, LLC. He
can be reached at firstname.lastname@example.org
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