Tips for Making a Good Impression on Franchisors

When wanting to purchase a particular franchise, the franchisor will invite you to their headquarters to meet with their executives before approval. So, how can you tell what they are looking for in a franchisee, and how can you make a good impression?

Interestingly, most of the more professional and knowledgeable franchisors develop a profile of their ideal franchise candidate. This profile is then used to create the proper message in their franchise marketing materials and to select the media to target their franchise message to the right audience.

Since different franchisors have a different franchisee profile, a definite answer cannot be given without knowing which franchise you are considering. If you have been invited by the franchisor to their headquarters, you at least already meet their minimum requirements or you would not have been invited.

There are, however, a few franchisee attributes which tend to be universally required by franchisors. Franchisors like a franchisee who:

• Will follow the franchisor’s system

During your meeting, do not suggest that you have a better idea, can improve the franchisor’s operating system, or that you will operate your business differently no matter what the franchisor says. You will gain no points if you do this!

• Symbolizes their brand in a positive light

Unless the franchisor has informed that they are business casual, wear a business suit. Even if the franchisor has indicated that they are business casual, put the emphasis on “business.” Maintain a professional appearance as this will go a long way in establishing your credibility. In addition, make sure you are well groomed for the meeting and be professional.

• Has some knowledge of the industry in which the franchisor operates

Make sure that you do your homework so that you can comment on the franchisor’s business, the competition, and consumer demand for the product or service. Ask questions that demonstrate your knowledge as well as your interest.

• Knows the community in which the franchise unit is located

Highlight your knowledge and any experience you have in the community. In addition, be sure to stress any community activities in which you are or have been involved.

• Has basic business skills

Franchisors do provide training programs to prepare a new franchisee to operate their concept. However, many rely on the franchisee having some business experience and skills. Be prepared to discuss your business background and management experience.

• Is financially qualified

Be prepared to explain where you will obtain your initial investment including from your savings, parents or the bank.

Remember that both parties must decide that you becoming a franchisee is a good idea. Take the opportunity to assess the franchisor. Assess the support, training and assistance they will provide as well as their ability to provide this support not only in the good times but also through the tougher times.

The franchisor will present you with their training program, marketing and advertising support, research and development activities, and special or cooperative purchasing programs designed to give franchisees a competitive advantage. Listen very carefully to what they tell you and ask any questions you may have about how these programs operate. Ask also about the experience of the franchisor’s headquarters staff ie. What is the background of the training staff? Have they worked as a franchisee of the system? Do they have experience in education? With regards to the marketing staff: Do they have experience in advertising or media? Are they professional marketers? How long has the franchisor’s staff been with the franchisor? Is there a high level of earnings among headquarters staff? Are people put into positions for which they are not qualified, just to fill a spot?

While you want to make a good impression, do not overlook your opportunity to get the information you need to make the decision to become or not become a franchisee. Ask every question you may have and make the right decision.

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