effectivem a r k e t i n g
lucky if they recruit two franchisees
from every 100 enquiries so the
process is, by its very nature, time-
consuming and potentially frustrating
• Recruiting franchisees is often only
part of the manager’s responsibilities
and other activities may appear to
demand priority attention.
Take a firm grip
It is critical that all opportunities are
persistently followed up if you are to hit
even the two out of 100 rate. A clear
lead-tracking process, carefully monitored
by senior management, will assist in
making the most of the enquiries.
If you feel that you or your staff
cannot give the time or commitment
to following up all the leads then
haNdliNg
consider passing on that role to one of
the specialist recruitment or support
agencies that exist to provide this service.
leads
Transform your leads:
The recruitment process
The most effective way to handle
After a busy franchise event you are guaranteed
franchise enquiries is to have first
established a clear recruitment process
to leave with countless business cards and names
detailing all the steps likely to occur from
scribbled on scraps of paper. Brian Duckett,
first contact to sign-up, then to document
Managing Director of Howarth Franchising,
it and follow it to the letter. While there
are almost as many recruitment processes
demonstrates how you can make the most of your
as there are franchisors, the principles of
leads and, ultimately, increase your chances of developing those processes are the same.
transforming them into franchisees
A typical recruitment programme will
include some or all of the following
It’s easy to kick back and relax once the do not follow up leads as assiduously
activities, although not necessarily always
hard work is done, but remember how as they should. What makes them
in this order:
you follow up and handle your leads is throw away the chance of contacting a
• Prepare a detailed franchisee
crucial in the post event stage. prospective franchisee? Here are some
profile and start marketing
common reasons:
• Response to initial contact
Anecdotal evidence from potential • It is often difficult to contact the
• Initial qualification on ‘must have’
franchisees tells us that a large enquirer by phone unless the recruiter
attributes in franchisee profile
number of requests for information is prepared to make phone calls in
• Despatch of prospectus and
go unanswered by franchisors. To the evenings or at weekends
application form
spend money on marketing activities • It is not unusual to have to make a
• Follow-up phone call
and then failing to follow up leads number of contact calls before being
• Review of application form
generated by those activities would able to speak to the applicant. It
• Group presentation
seem to be senseless. However, we requires a great level of commitment
• First meeting
do know that a number of franchisors to keep making the calls
• Franchisee accompaniment
will admit, when questioned, that they • All recruiters know that they will be
• Draft business planning
Franchisor News | 27
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53