Finding Qualified Franchisees
How does a franchisor go about finding qualified franchisees?
Unfortunately, this is rarely an issue when it comes to franchise sales. Although Sunday and/or cocktail conversation might turn to the best people for our brand, the fact is that, in franchising, as in most industries, a sale is a sale, and let the details be dealt with at a later date.
For years I have promoted the idea of finding the right person for the right opportunity, but I also understand the role of marketing, and within that department, the role of sales. When the end of the month numbers are about to be counted, the pressure comes to bear, and a financially qualified candidate will be absolutely hounded to join the crowd. Its human nature; and, of course, its the nature of business. Franchise consultants understand the problem, but most are loathe to stick that problem in the franchisors face. I dont mind doing that.
Now, to give you a straight up answer to your question, the franchisor must not only study the attributes essential to success in its particular system, but stick to those characteristics throughout the selection process. Yes, it sounds simple, but try doing it when the pressure is on to grow the system.