Franchise Update Magazine Issue II, 2013 | Page 64

Grow Market Lead
62

Sales
smarts
By Marc Kiekenapp

Responsible Disclosure
Make your FDD a more powerful selling tool

F

ranchisors constantly strive to
attract more franchisees who are
similar to their top-performing
operators. To achieve this, they
must take the time and effort needed to
pull together the information they can use
to build a franchise development program
that attracts interest, and then recruit the
top candidates to sign with their concept.
Candidates today are seeking franchise
opportunities that meet their financial
goals and increasingly view franchising
as an investment vehicle. Today’s candidates want more information sooner in
the process if they are going to proceed to
investigate your brand. Franchisors need
to get that information to them clearly and
quickly through “responsible disclosure”
in the FDD.
One of the main points of resistance
to disclosing financial information about
the company units, multi-unit,
or franchisee groups