Finding your ideal franchisees

by | Nov 24, 2015 | Blogs, News

Many franchisors jump in and allocate their franchise recruitment budget without taking the time to really understand their ideal franchisee profile, causing long-term problems.

Whether you have a brand new franchise opportunity or a 100-strong network, taking the time out of your everyday workload to research and compile an accurate profile of what your perfect franchisees are like and how they behave during the recruitment process is an invaluable exercise.

This will save you many problems in the future, as it will not only give you an insight into where your budget will be best allocated to generate franchise prospects for the best return on investment but also ensures that you attract the right messages and, therefore, successfully grow your network.

Build at least 3 perfect profiles for your franchise brand

There is never one perfect franchisee profile for each franchise brand so whilst a franchisor might think they know what they are looking for in a franchisee, these are likely to be general ideas rather than built on strong research and proof.

If you already have a network of franchisees, I recommend selecting your top 10 performing franchisees and undertake some research to find out a bit more about them; their skills, age, expectations, background, personal interests, media consumption and their journey to purchasing your franchise.

If you don’t have any franchisees yet or if you think you don’t have enough to obtain an educated set of results, you can extend your research to some of your hottest prospects who have been through a substantial amount of your recruitment process.

Based on your findings, you will be able to create at least three profiles of your perfect franchisees. These profiles do not have to be set in stone and some elements from profile three could be merged with elements of profile two (and so on) but getting them down on paper will give your franchise recruitment marketing strategy a focus.

What to do when you know who you are looking for

The profiles you create can help you with finding places to advertise and with what messages, to make your franchise attractive to people you already know could have great success with your company and who share traits or interests with your top performing franchisees.

If you uncover some similar traits then act on them within your recruitment process. Here are a few examples:

  • Tailor your Discovery Days– if you have lots of franchisees who play golf then host a discovery day at a golf club in a region you wish to recruit. If your franchisees have to have great networking skills and need confidence in presenting your product or service, design specific tasks during the day to discover whether or not they possess these skills.
  • Integrate case studies– prepare a bank of case studies of current franchisees so you have at least one that each of your perfect prospective franchisees can relate to.

The time you take in getting the basics right will pay dividends. Taking a couple of days to assess your perfect franchisee profiles every six months will end up saving you and your franchise recruitment team several hours each week in dealing with unsuitable candidates.

If you want to find out more about finding your ideal franchisees, contact us.