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’.