From the
editor’s
desk
BY Kerry Pipes
Franchise
update|Q2
CHAIRMAN
Gary Gardner
CEO
Therese Thilgen
President
Steve Olson
The Right Response
“F
ranchise system response” is a
phrase loaded with potential—
both for success and for failure.
In today’s franchise recruitment marketplace, it’s important for brands not only
to get their message out, but to do so as effectively, efficiently, and quickly as possible.
After all, your prospects now have access
to information around the clock and may
come from anywhere in the world. As a result, many brands have representatives who
take calls from prospects any time of day or
night. Finding great franchisees is highly
competitive. But I probably don’t have to
tell you that.
As we began planning this issue of Franchise Update around the theme of franchise
system response, it quickly became apparent that even in a changed development
environment, fundamentals still rule. The
old saying, “First to the door wins.” So does
“Business is people.”
All the advanced tools, systems, and strategies in the world will never (ever) replace
good old-fashioned, one-on-one conversations with prospects—though they do have
tremendous potential to augment, automate,
and streamline your sales process. But not
to the exclusion of the basic blocking and
tackling of franchise recruitment. Sales and
development professionals still must engage
prospects to find—and sign—the best ones.
Franchise development teams need every
advantage they can find. This is where a willingness to experiment with fresh strategies,
processes, and methods can play a role. More
and more, franchisors are testing innovative
methods for reaching prospects, as well as
ways to more efficiently—and quickly—disseminate information and engage prospects
in the sales process.
The technology and tools available to
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franchisors today are simply unprecedented,
especially when it comes to qualifying and
working with prospects every step of the
way. That’s important because today’s prospects have done their homework, and when
they want to know something they want to
know it immediately. Technology tools can
help with that, but it takes real live people
to follow through.
Throughout this issue you will read about
brands and executives who are mindful of
the importance of responding efficiently—in
terms of both speed and providing answers
to the questions prospects are asking. And
while bringing in new franchisees is essential for system survival and growth, it’s also
important to remember that so is nurturing the franchisees already operating units.
Franchise system response also is essential in managing a brand’s reputation, both
online and off. Crisis management and damage control are key components of reputation management. We also take a look at
how franchise systems use public relations
to respond to crises, from employee misbehavior to food-borne illness that’s the fault
of a supplier. Again, rapid, carefully crafted
responses make all the difference.
In today’s 24-hour world of social media,
virality, and automated marketing and customer
relationship management systems, keep sight
of the fundamentals. State-of-the-art technology, innovative sales strategies, and refined
processes and systems all are necessary, but
at the end of the day what’s most important
is making th