Global Franchise 9.1

Utilizing franchisee power to aid recruitment and retainment Franchisees can be the best form of advertisement for potential franchisees, and when they work together, can help to create a healthy system-wide culture n a successful and healthy franchise system, franchisees are the best form of advertisement of a brand’s offering. While franchisors tinker with operational manuals and pump out fresh marketing material, franchisees are on the ground running the wider business and bringing in the revenue. It’s often whymany franchisee candidates want to meet existing franchisees to get an understanding of life after signing on the dotted line, and whymany brands now pro-actively serve up franchisees at trade shows and events to espouse the benefits of joining their brand. Regular interaction between franchisees also promotes a healthy, system-wide culture. Regular interaction helps to break down barriers and most importantly, share best practice. It gives existing franchisees little reason to look elsewhere, as they are being given opportunities to continue learning within the brand as well becoming a part of a community. The ideal franchisee can be seen as an extension of the sales team. Their enthusiasm, combined with the quality of their location(s) can be what turns a potential candidate, into a franchisee. This exciting method of having franchisees assist WORDS BY RAGHAV PATEL other franchisees is likely to become an export from the U.S.A. to global and domestic franchise systems around the world. How are franchisee ambassadors identified? The most important job of a franchisee is to turn a profit in their franchise. Franchisees who can demonstrate a consistently high level of financial performance will always be noticed by the franchisor, and efforts will always be made to keep those franchisees. The source of this success is important to understand, as certain locations lend themselves to stronger performance due to higher footfall or the profile of customer in that location. Husband and wife duo, Steve and Andrea Peterson own multiple Christian Brothers Automotive locations across Colorado. “I think they look at performance, they don’t want underperformers in these roles. They’re looking I INS IGHT 60 GLOBAL FRANCHISE | ISSUE 9.1