The Now and Then of Franchisee Recruitment

We are all aware of how radically the internet has changed the way we do business, interact with each other and source information.  Well, there is yet another area of business this has affected and that is franchisee recruitment.

In the past, franchises relied on word of mouth and print publications for the majority of their potential franchisee leads.  A limited amount of information on the franchise opportunity was provided in the advertisement, just enough to wet a person’s appetite.  Possibly even a story of success may have been available as an editorial feature.  The prospect picked up the phone and kicked off the sales process. 

As the franchisor you were able to manage the process, and more importantly the flow of information, on a step by step basis.  You were in charge from the word go.  You could build up a franchisee profile and start to form a relationship – all according to best sales practice.  Nicely put, the potential franchisee only knew what you told them about the opportunity – sometime leaving them less than educated by some unscrupulous franchisors.

Now, with a large majority of leads generated online, potential franchisees are much more educated when it comes to both the offering and how franchising works in general. They are able to access vast amounts of information online, and therefore they are much more in control of the sales process.  They are just as able to access negative feedback as positive.

Potential franchisees sourced online are now displaying ‘typical internet buyer behaviour’ according to researchers and should be interacted with differently.

The findings are that these potentials, on average, are:

1. 6-8 weeks away from taking things any further,
2. Want to gather information without much intrusion, and if they are directly contacted too many times before they are ready may actually cross that opportunity off their list!
3. Will often initiate contact when they have enough information and therefore often move swiftly through the sales process.

Franchisors need to take note and adjust their sales process accordingly.  Also, make more of a concerted effort to resolve issues where disgruntled franchisees are concerned, lest they vent online.

For assistance with Franchise Reecruitment and marketing, contact Plia Ward on 1300 998 558 or plia@ideasintoaction.com.au