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HOW IT WORKS
We have found, throughout the years, that many franchise organizations have a pretty good idea who their customers are. We also believe they have a good idea where their locations should go. However, we find it very interesting that most of these organizations have no clear idea as to who their franchisee profile is.
That is until now. The Franchise Navigator will identify and quantify the characteristics of who the Top Performers are within any given franchise system and then we will create strategies to attract more of them.
There are 5 SIMPLE STEPS to the Franchise Navigator process. While most of them are sequential, in nature, it is possible that some may be done concurrently with others. What is important is that the initial step of benchmarking is done first so that all activities, from that point forward, are done with a specific target profile in mind.
Franchising is all about people doing business with people. It doesn’t matter who developed your operations manuals or your legal documents. What is absolutely critical to the success of your program is the quality of your recruitment program and the franchisees you bring into your system.
We recommend using the Franchise Navigator as one of the initial steps in your development process to immediately qualify a candidate. This will ensure the franchise sales staff does not waste valuable time with someone who does not fit your profile.
As a result of the Franchise Navigator we have now re-engineered the definition of a qualified lead. We believe there are now four critical elements:
- Financial – Can they meet the minimum financial requirements?
- Geographic - Are they in the right markets for smart growth or is it just a sale?
- Skills – Do they possess the right skills?
- Values and Behavior - Are there similar value systems?
Your franchise development team can qualify a candidate based on the first two and then the Franchise Navigator will accomplish the remaining elements.
Click on each STEP
STEPONE: Benchmarking
STEPONE GOAL: To understand your existing franchisee population and to identify who are your top performers and why.
STEPTWO: Review Existing “Attraction Strategy”
STEPTWO GOAL: To ensure your existing franchise recruitment strategies are attracting your top performer profile.
STEPTHREE: Develop new, dynamic methods of attracting the right profile while “alienating” those you don’t want.
STEPTHREE GOAL: To ensure your franchise attraction strategy and recruitment process are attracting and communicating with your top performer profile.
STEPFOUR: Re-launch your franchise sales efforts using the new methodology.
STEPFOUR GOAL: To embark upon the new strategy of communicating with your top performer profile candidates.
STEPFIVE: Educate and train your organization.
STEPFIVE GOAL: To educate your franchise sales, operations, training and field support personnel on the most effective methods of communicating with your existing franchisees as well as the top performer profile. |
