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.

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:

• 9% of all franchisors have ever made it past 200 locations
• 20% have ever grown past 100+ units

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?

• Lead Generation
• Pre-Discovery
• 8 Step Discovery Process
• On-Boarding

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?

• Vision
• Grind
• Angst

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?

• Unconscious Incompetence
• Conscious Incompetence
• Unconscious Competence
• Conscious Competence

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

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:

• Lack of buy-in
• Misunderstanding of why system standards exist
• Franchisor creates an “us vs them” mentality
• Poorly trained field consultants sometimes lack “soft skills” that are needed to manage the delicate relationship between franchisor and franchisee

How can a franchisor inspire franchisees to WANT to follow the system?

• Start the “system standards are good for your investment” education early in the relationship – pre-contract.
• Create and nurture a healthy “franchisees monitoring franchisees” system
• Regularly connect to the “Why” a franchisee became a franchisee in the first place. Remind them of their goals and how the system standards will help them achieve their personal goals
• Create easy and open opportunities for franchisees to collaborate with management
• Create an open and easy mechanism for franchisees to give feedback to the franchisor
• Utilize a mystery shopper service when it is needed

Angela Angela Coté

angela@cultivateadvisors.com

Cultivate Advisors

Kit Vinson

FranMan Inc

www.franman.net

kit.vinson@franman.net

214-736-3939 x101