Happy 4th of July: If People Have Different Reactions to Fireworks, Perhaps Prospects Have Different Reactions to Franchise Positioning

As you sit at a picnic, lay out on the beach, or stuff your mouth with hotdogs (talking to you Joey Chestnut), here’s a Ted Talk to inspire your thought process on growing your franchise brand.

If you are open minded and listen closely to Malcolm Gladwell, what you may hear is that not all franchise prospects are created equally. What it takes to make people happy varies, yet, we cater to a singular franchise prospect in our positioning (especially on our Websites). We also focus on our perception of the ideal franchisee (the multi-unit player), even when we know everyone is targeting that same prospect, making it difficult to catch one.

Perhaps flexibility in approach and positioning is the key to more leads.

There are many types of great franchisees:

1. First time single-unit
2. Former franchise owner who left and became a franchisee again
3. Entry-level multi-unit franchisee (growth within a brand)
4. Experienced multi-unit operator
5. Sales people
6. Marketing People
7. Entrepreneur
8. Etc.

If you are looking for some motivation to elevate your sales in the second half of the year, perhaps there are some nuggets in this video about choice and true happiness.