Franchise Update Magazine Issue II, 2012 | Page 40

Grow Market Lead

THINK

Fast!
By Debbie Selinsky

I

In franchise recruitment, quick
system response wins the day

n this tech-obsessed world, fran- to keep them on a clear
the “right people in the
chisors seeking to recruit the next path, because as soon as
right positions,” says Brian
generation of top-tier franchisees you relinquish the process,
Sommers, vice president
are engaging prospects through a you lose them.”
of franchise development
constant flow of communication. The
One more thing to confor Jersey Mike’s Subs,
goal is to give those prospects the in- sider, says Drudge, is that
based in Manasquan, N.J.
formation they want, in the form they you can’t reach prospects
“We have two people who
prefer, and as quickly as possible, because before your competitors
field all the calls and all
in 2012 they have to.
do—unless you are where
the Internet traffic. You
“The one who responds the quickest your candidates are, with
prequalify by talking with
gets the business, especially on leads that what they need when they
a live person, not just comcome in through your portals and web- want it, which often is on
pleting a form, and very
Brian Sommers
sites,” says Kevin Drudge, who manages the move. “You’ve got to
quickly you’re moving
be all over mobile, mak- on to meetings with our area directors
franchise development for
Maaco Collision Repair
ing sure that the collateral and executive team.”
And, since you only get one chance
and Driven Brands. “Our
material in your process
goal is to get back to them
is clearly defined and for- to make a first impression, “The front
within 24 hours, prefermatted to be read easily on end of the process needs to be well
ably sooner. The prospects
the BlackBerry, iPad, and orchestrated and directed,” says Dick
who are serious will stick
smartphone,” says Drudge. Mueller, vice president of franchise
with the first couple of
Franchisors also must recruiting for Austin, Tex.-based Sport
systems that demonstrate
be prepared to respond Clips. He says his company relies heavinterest in them, and we
quickly when new pros- ily on the dedicated franchising website
want them to be ready to
pects contact them. That’s it built last year.
“It takes prospects to a virtual bromake a decision within 30
why development teams
Kevin Drudge
to 45 days. It’s important
must be sure they have chure window, a self-driven tool to find

38

Franchiseupdate Iss u e II, 2 0 1 2