My Podner duo in this episode is Andy Erskine and Bob Gappa of Management 2000, and they’re going to talk with us today about the importance of customer loyalty, what drives it, and how to manage it. This discussion will benefit both new and seasoned franchisors.
Today’s episode will be unique. This will be the first time to have a returning podner with the GREAT, Mr. Bob Gappa. You may remember Bob Gappa from Episode #2 where we discussed the nature of the relationship between franchisor and franchisee.
Andy has been Bob’s Protégé for 8 years now as he’s been learning franchising from the master and taking Bob’s accumulated knowledge and adding his own flavor to it.
Time Stamps | |
Andy Erskine Intro | 00:00:29 |
Segment 1 | 00:02:36 |
Get to know Andy | |
Segment 2 | 00:11:20 |
Topic Segment – Creating Customer Loyalty | |
Segment 3 | 01:05:10 |
Quickdraw Questions |
Topics Discussed in this Episode
What is customer loyalty?
What makes customers loyal?
How do you measure customer loyalty?
What do you do with customer loyalty data after you get it?
What should I be doing today as it relates to customer loyalty?
Andy Erskine
Management 2000
M2000@mgmt2000.com
Phone - 800-847-5763
Kit Vinson
kit.vinson@franman.net
214-736-3939 x 101
Books Mentioned in the Episode:
Love Marks
By Kevin Roberts
The Effective Executive
By Peter Drucker
Emotionomics
By Dan Hill
Retail is Theater
My Podner in this episode is Red Boswell and he’s going to talk with us today about how to generate franchisee leads. This is one of the hottest topics with franchisors. This discussion will benefit both new and seasoned franchisors.
Red is a unique character, and I mean that in a good way. This guy has been driven to make money ever since he was a kid. Starting in grade school when he was selling NFL pencils for a profit, into hos twenties when he build up a pet services franchise system all the way up to 148 units. He’s been operating in the world of franchising practically his entire adult life. He’ll give us more details in just a few minutes.
Red now gets to fuel his business building passion as President of the International Franchise Professionals Group (IFPG), The World’s Largest and Most Respected Franchise Consultant Organization. .
Time Stamps | |
Red Boswell Intro | 00:00:28 |
Segment 1 | 00:02:05 |
Get to know Red Boswell | |
Segment 2 | 00:29:45 |
Topic Segment – Franchisee Lead Generation | |
Segment 3 | 01:01:50 |
Quickdraw Questions |
Topics Discussed in this Episode
The cost of a lead
16 sources of leads
The marketing mix is a moving target and is different for every concept. There is no silver bullet, one size fits all solution for the marketing spend mix.
Do a lot – do it for a long time – test and measure
Every option will involve one or all of these three
The trick is to utilize the options that require the resources you have the most of.
Red’s Favorite Five
Red says that every solution must be customized to the individual concept, but if he HAD to pick his favorite five, the would be:
Brokers
PR
Industry Conversions
Live Events / Expos
Online
Bonus Source: Guerilla Marketing
Common mistakes made by franchisors as it relates to lead sources:
Books Mentioned
My Podner in this episode is Rob Vinson and he’s going to talk with us today about Franchising 101 – Where to start when you backed into franchising by accident, and don’t know where to go.
Rob has been a franchise attorney for 26 years. He was a partner at the prestigious law firm of Strasburger and Price, which is now Clark Hill after an April 2018 merger. Over 13 years he worked his way from associate up to partner. In 2001, he started his own law practice of Vinson Franchise Law and has been doing that ever since. He works, and has worked, with clients all over the United States as well as internationally.
Rob is also a founding partner of FranMan Inc, a company that specializes in producing franchise operating manuals.
In 26 years Rob has accumulated a great deal of experience that he is going to share with us today.
Time Stamps | |
Rob Vinson Intro | 00:00:27 |
Segment 1 | 00:02:00 |
Get to know Rob Vinson | |
Segment 2 | 00:22:32 |
Topic Segment – Franchising 101 | |
Segment 3 | 01:06:50 |
Quickdraw Questions |
Topics Discussed in this Episode
My Podner in this episode is Stan Friedman and he’s going to talk with us today about Customer Relationship Management software, or CRMs.
Time Stamps | |
Stan Friedman Intro | 00:00:27 |
Segment 1 | 00:02:34 |
Get to know Stan Friedman | |
Segment 2 | 00:23:32 |
Topic Segment – CRM – Customer Relationship Management | |
Segment 3 | 01:07:51 |
Quickdraw Questions |
Topics Discussed in this Episode
Stan Friedman
sfriedman@frmsolutions.com
404-936-8677
Skype - stanfriedman1
Kit Vinson
kit.vinson@franman.net
214-736-3939 x 101
Books Mentioned in the Episode:
My Podner in this episode is Art Coley and he’s going to talk with us today about how to develop a franchisee recruitment system that will attract higher quality franchisees to your system.
Time Stamps | |
Art Coley Intro | 00:00:27 |
Segment 1 | 00:03:00 |
Get to know Art Coley | |
Bonus Segment | 00:19:40 |
Near business failure – Art’s “E-Myth” moment | |
Segment 2 | 00:32:00 |
Topic Segment – Franchisee Recruitment System | |
Segment 3 | 01:25:29 |
Quickdraw Questions |
Topics Discussed in this Episode
What is the founder’s trap that keeps many small business owners from growing to their Business?
Becoming royalty self-sufficient needs to be a franchisor’s #1 goal at first.
Most franchisors never understand that franchise recruitment is a separate business that requires a separate skill set.
The value of a franchised business in not built on selling franchises, the value is based on unit economics.
Traditional franchise recruitment systems - what’s good about them - what’s bad about them?
What do you mean when you say “Disillusioned” franchise system?
Franchising Statistics:
The secret to franchise recruitment is having a system and implementing the system properly
What is Recruitment Operating System all about?
Discovery Culture versus Sales Culture - what does that mean?
Why is “Executive Buy-In” so important to a successful franchise recruitment system?
Building a recruitment operating system isn’t for a bunch of wimps!
What are the 4 Pillars of the ROS System?
Any franchisor who is not doing some sort of Discovery Day is making a massive mistake.
Managing the handoff to Onboarding – Why is that important?
When there is no communication between Onboarding and Recruitment teams, the quality of the new franchisees will never improve.
What are the three phases of the discovery process? What do they mean?
What are some of the key metrics that every franchisor should be following regardless of what recruitment system they use?
What is situational leadership and what role does that play in the recruitment process?
What role does a good CRM play in the recruitment process?
Communication is key in every organization, but you say that communicating with existing franchisees is really important. Why?
Books Mentioned in the Episode:
My ponder on today’s show is Ms. Angela Angela Coté of Cultivate Advisors, and she is going to visit with us about Franchisee Compliance, or as she likes to call it, franchisee success.
Angela cut her teeth really early on in the world of franchising as the daughter of Max Voisin, founder of M&M Food Market. If you are listening from the U.S., you may not have heard of M&M but if you are from Canada, with about 500 locations in its prime, M&M Food Market is a BIG deal. She worked on both sides as both the franchisor and as a franchisee running three locations of her own.
Angela has been interviewed on shows such as Social Geek Radio, Franchising Rising Podcast, Tutor Doctor Podcast, and Own Up, Grow Up Podcast. She has been written about in multiple publications such as Global Franchise Magazine, Franchise Blast, Canadian Franchise Association, Douglas Magazine, The Franchise Voice Magazine, Franchise Canada, and a few more
Time Stamps | |
Angela Coté Intro | 00:00:40 |
Segment 1 | 00:02:48 |
Get to know Angela Angela Coté | |
Segment 2 | 00:24:34 |
Topic Segment – Franchisee Compliance – “Success” | |
Segment 3 | 00:58:56 |
Quickdraw Questions |
Topics Discussed in this Episode:
All franchisees should be as concerned about system-wide compliance as much as the franchisor because compliance to the system standards directly protects their investment.
Common reasons for lack of franchisee compliance are:
How can a franchisor inspire franchisees to WANT to follow the system?
Angela Angela Coté
angela@cultivateadvisors.com
Kit Vinson
FranMan Inc
kit.vinson@franman.net
214-736-3939 x101
My Podner in this episode is Justin Howe and he’s the president of a brand-new franchise concept called H-Tea-O. Justin has agreed to let us do a series of episodes as we follow him through the process of franchising his business. This will be the first episode of that series. This interview is one of the best ones I have done so far, and I am really excited about it.
Time Stamps | |
Justin Howe Intro | 00:00:40 |
Segment 1 | 00:02:20 |
Get to know Justin Howe | |
Segment 2 | 00:26:05 |
Topic Segment – Franchising H-Tea-O Part 1 | |
Segment 3 | 01:10:30 |
Quickdraw Questions |
Topics Discussed in this Episode:
Justin Howe
H-Tea-O
justin@jhowecapital.com
Kit Vinson
FranMan Inc
kit.vinson@franman.net
214-736-3939 x101
Drue Townsend Show Notes
My Podner in this episode is Ms. Drue Townsend and she’s going to share with us A LOT of what she has learned from managing the MARKETING FUND at FASTSIGNS International. The words “Marketing Fund” can create anxiety in many people and Ms. Drue will demystify the concept and teach you exactly what you need to know to make the most of your company’s marketing fund. Rob Vinson from Vinson Franchise Law joins the conversation to help us with some of the legal issues that are related to the Franchise Marketing Fund.
Time Stamps | |
Drue Townsend Intro | 00:00:40 |
Segment 1 | 00:02:23 |
Get to know Drue Townsend | |
Segment 2 | 00:13:45 |
Topic Segment – Franchise Marketing Fund | |
Segment 3 | 00:59:10 |
Quickdraw Questions |
TOPICS DISCUSSED IN THIS EPISODE:
What Is A Marketing Ad Fund?
It is a collection of money paid by franchisees and managed by the franchisor, to enact defined marketing and advertising initiatives and bring value to the brand and franchisees. It is in addition to any Royalties paid by the franchisee to the franchisor. It is usually a percentage of gross sales (but could be a flat fee)
Marketing Fund By Laws:
There should be written By-Laws that outline how the fund can be used (what types of initiatives; pro-rata vs. major markets vs. national only), who makes decisions about it (as an example, highest ranking Marketing Person and CEO with Franchisee Ad Council input), who can sign contracts (often just the CEO and Marketing Person), where the money is kept (recommendation is that it is held in a different financial account with its own Profit and Loss Statement and Balance Sheet), who is providing the fiscal oversight and ensuring proper collection and use of the fund.
Sample Acceptable Uses of the fund
Unacceptable Uses
How to Justify an Ad Fund to A Franchisee
The Importance of Franchisee Involvement in the Marketing Fund
What Should You Start Spending Money on Today From an Ad Fund
Common Pitfalls with a Marketing Funds
Franchise Marketing Fund Tips
How to Set Up a Franchise Marketing Fund
Drue Townsend
FASTSIGNS International
drue.townsend@fastsigns.com
214-346-5797
Rob Vinson
Vinson Franchise Law
rob@franchiselaw.net
775-832-5577
Kit Vinson
FranMan Inc
kit.vinson@franman.net
214-736-3939 x101