effectivem a r k e t i n g
• Disclosure documentation
• Second meeting
• Franchise offer
• Receipt of deposit
• Completion of franchise agreement
or ‘agreement to agree’.
The franchise system itself, the culture
of the franchisor company and the
requirements of the franchisee profile
will all influence the eventual structure
of the process. null
it is important that
the

franchiso

r con
null
trols
the flow of information
Track and record
at every stage
In the same way that a franchisor
produces a franchise operations manual to
specify the procedures and processes that
a franchisee must follow, they should also
have a franchisor operations manual that
defines the procedures to be followed
by the franchisor’s staff. One of the most
important sections of this manual will ask the franchisor. First and foremost
potential franchisee are very much in
refer to the recruitment process. franchisees will probably want to know
the applicant’s control. However if the
how much they will need to invest in timescales are communicated to the
Lead tracking is an important part of the franchise and how much income
franchisee and then prompts given if
every recruitment process. While there it is likely to generate. The franchisor
they are not fulfilled, it will allow the
are a number of software programmes in turn will want to know whether
franchisor to drive the process forward
aimed specifically at the franchise sector the potential franchisee has or will
at something like his own desired pace.
any database can be developed to be able to raise the funds needed for
provide the necessary information. the investment and also whether the
Key information: Record the outcome
franchisee is likely to be satisfied with of each and every contact including
Record: Every contact from a potential the potential income opportunity.
details of key information given and
franchisee should be recorded as the first
received by both parties.
part of the recruitment process. This first The recruitment manager can satisfy
record should include basic information both the needs of the franchisor
File: Copies of any documentation
such as their name and contact details and the franchisee through judicious
given to or received from the applicant
and the source of the lead. This latter questioning and giving of information.
should be kept on file. It is important
information is useful for monitoring the It is at this stage that the franchisor
that where a franchisee may have
results of various marketing activities. is most at risk of making a statement
taken information from a website,
that is later ‘relied on’ by the franchisee a copy of the contents of the website
Identify: Each stage of the recruitment and could later result in an action for
should be archived each time changes
process should be identified on the misrepresentation. It is important that
are made to it.
database and completed as each the franchisor controls the flow of
activity occurs. information at every stage as the need
to obtain further information is often
Questions:
This article is adapted from
Define the information a key driver in getting the applicant to
“How To Turn Your Business
that is to be given and collected at each move to the next stage of the process.
Into The Next Global Brand
stage of the process and record that it
– Creating and Managing a
has been completed. In the same way Timescales: Set timescales for each Franchised Network” by Brian
that a franchisor will have certain key element of the process and then apply
Duckett and Paul Monaghan.
qualifying questions to ask of potential them. Those timescales that relate to
Published by How To Books at
£12.95, copies are available from
franchisees at an early stage so also the franchisor’s activities can be applied
books@howarthfranchising.com
will the applicant have questions to rigidly, whereas those relating to the
www.franchisornews.co.uk | 28
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