Tag: Sales-Force-Supplier-Pune

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. It’s human nature; and, of course, it’s the nature of business. Franchise consultants understand the problem, but most are loathe to stick that problem in the franchisor’s face. I don’t 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’.
 

If Stephen King Wrote Advertising Copy

Last month a new Stephen King book was published by Charles Scribner’s Sons. It’s called Duma Key: A Novel.

Duma Key: A Novel is the story of Edgar Freemantle and his recovery from the terrible nightmare-inducing accident that stole his arm and ended his marriage.

Care to predict whether this will be a profitable book?

But wait… it’s 592 pages long.

Do Stephen King fans find hundreds of pages intimidating?

It appears not. 50 of his novels have reached bestseller status. Enough fans buy his books to make his net worth over $200,000,000.

And yet, its a safe bet that someone in his past said “This is too long. Nobody will read this many pages.”

Obviously, people who enjoy King aren’t concerned with the word count. And (critical point here) the opinions of non-fans DON’T MATTER.

So, what’s the marketing parallel?

People who aren’t in the market for what you sell don’t get an opinion in how long your advertising copy should be.

‘Nuff said.