Books, covers and judgement

If you ask me who makes the best franchisee, 9 times out of 10, no, 99 times out of 100, I would say it’s the person who wants it most.

Also 99 times out of 100, I would say the person who wants it most is the one who has had to scrape the franchise fee together.  They’ve borrowed, scrimped, saved and put their home on the line.  Much like George Osborne they don’t have a plan B and they have to make their new business work.

They listen to everything the franchisor tells them and then they go and implement.  They also appreciate everything the franchisor does for them.  They may well be impatient to get going and they push and push.

The other side of the coin is the person who doesn’t have too many money worries.  They have dipped into their savings to buy into the franchise and they have a pension or trust fund that will keep them going if things don’t work out.

They probably have a couple of properties and may have a partner, husband, wife, civil ceremony spouse who has a good job so they don’t need to take money out of the business.

Sometimes they questions what the franchisor says and all they have to worry about is what they’re not getting, what makes their life a little more difficult and what the franchisor is not giving them.

Ah… that old phrase 99 time out of 100, linked to judging a book by its cover.

A couple of weeks ago I had both types of franchisee on the same two day sales and marketing course.

The guy who had no money was not really listening to the piece about marketing.  He thought it was just going to come to him when he fetched up in his territory and that the franchisor would provide him with everything, including telling him where to go, when.

The wealthy lady was focused, attentive and questioning (in a positive way).  She even asked me if we could go over things again in the evening after the main course had finished.

On paper the roles should have been reversed, but they weren’t. So what does this tell us?

Apart from the fact that I’m an eejit (but we all knew that anyway) it says something about recruitment.

Actually, I think a network needs a variety of people because it keeps the franchisor on their toes in terms of support.  But, far more than that, it says that the recruitment process is very important to make sure the right sort of person is awarded a franchise and that their expectations are set about what they’ll have to do to be successful.

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