Why do so many franchisors struggle to recruit the right franchisees? Paul Clegg breaks down the exact framework behind successful franchisee recruitment, and why you may be getting it wrong.

We’re in a unique situation at the moment, in that many sectors within franchising are not seeing many leads coming through. Within franchise marketing, we used to be able to map out the ebb and flow of franchisee interest throughout the year, to help franchisors when to focus their strategies. But over the last few years, this has dropped off. And with so much uncertainty, many of you may be feeling the impact of a decline in general interest – though hopefully you’re seeing stronger interest from those who do come through to you.

Even before this, having been involved in franchise recruitment for over 20 years, I’ve seen brands waste money, when it comes to finding leads – having the approach of any and every lead will do. The most cost-effective approach though, is to find the right lead for your brand.

So, let’s break it down:

• What does a recruitment journey look like?
• And, what are the key things you need to consider along the way?

You talking to me?

The most crucial thing is for you to know exactly who you’re talking to. You want someone who’s the right fit for your network, so to find them, it’s important to define what your idea of good looks like. A franchisee in a kid’s activity franchise is going to look very different to a shipping industry franchisee!

Look at your existing network: who are your stand-out franchisees, and what will it take to get more people like them!

• What has made them successful?
• What traits do they have?
• What was their background – in-sector, or new-to-sector?
• What skills have they brought to the brand and to their business?
• What are their drivers for business: Sales? Helping people? Adding to their portfolio?

Once you’ve done this, it’s worth coming up with and 2 or 3 different personas you can use to get a picture in your mind of who you’re aiming your marketing at. Does your franchise require specific types of skills or qualifications? I remember a conversation with one van-based franchise where the lead got right through the process before anyone realised the prospect didn’t have a driver’s license!

This is why you need to clearly define what you want, so you can clearly communicate it through your marketing, and avoid almost onboarding the wrong type of people.

Whose pond are you fishing in?

Within franchising, we have many excellent opportunities to reach prospective leads.

But, one of the biggest changes we’re seeing at the moment, is a stronger need to fish in ponds outside the franchise sector as well as within it. There are some sectors which have been impacted more than others by recent challenges to business start-up or growth. So, within the sector you operate, there could be the most perfect franchisee waiting to be introduced to you. But how will they know about your franchise opportunity if you never make yourself known?

We can assume in-sector people will know about the brand, and maybe they do. But they may not be aware you’re a franchise or what that even means for them. And they’re maybe considering a business in-sector, because it’s where their skills and experience lie. So, identifying where they will be and how to communicate with them is one marketing route I’m surprised at how many franchisors don’t focus on. 

Whatever you’re doing, franchise portals, sector websites, GoogleAds social media, etc. the type of imagery and messaging you use is crucial: when talking to someone in-sector you can use more jargon they’ll understand than when speaking to someone new to sector, for example.

Why should I trust you???

When your lead does come through, it’s important to remember they’re a real person on a life-changing journey. And it’s not something they going to jump straight into just because you say your franchise is going to be good for them.

Once they’ve made themselves known to you, I can guarantee they will have been watching and researching you for a while. So, this is when you need to put your hand to the plough and nurture them personally. Unfortunately, this is also the time when some leads have dropped out, because they’ve been left to AI and chatbots, or they’ve been booked in for a call which the representative of the franchise didn’t turn up for. How can they trust you with their investment if you’re not prepared to invest time in them directly, human to human?

I’ve also seen the other approach where the lead is almost harassed by an eager puppy-like recruiter who is – and comes across as – desperate for the sale. Calm down, or you’ll scare them off because you’re giving off the wrong vibe and over-selling the opportunity.

There’s a fine balance, and each person is different. Which is why you need to have someone who is prepared to invest the time to get to know the person behind the lead. To know what their preferred communication method and frequency is, as much as what their dreams and aspirations are. When you do this, not only are you telling your lead they’re valued as a person, and building trust, but you’re able to ascertain if they’re going to be right for you.

Which may lead to a difficult but honest conversation, if you don’t think you’re right for each other. This will reflect well on you and your brand in the long run, rather than ghosting them.

In a nutshell…

When you want to find the right franchisees, you need to know who you want to attract to know what they want to know, so you can tailor your messaging appropriately. As you do, at each stage of the recruitment journey, you’re building confidence in your franchise opportunity with clear, consistent, relevant, and accurate content at every touchpoint.

The goal isn’t to brag on your brand, but to show someone why your franchise is the one worth the investment, as they look to build their new future.

Paul talks in more detail in his conversation with Mark on our podcast The Franchise Marketing Show. So, why not head over to wherever you listen to your favourite podcasts, and find out more about what you can do to make the journey smoother.