1851

<a href="https://1851franchise.com/understanding-the-digital-candidate-journey-for-franchise-sales-2709019" target="_blank">The journey from lead or initial contact to signing a franchise agreement is a long one</a>. The biggest challenge facing franchise development isn&rsquo;t generating quality leads, it&rsquo;s then sealing the deal for these qualified candidates who are considering multiple brands.

Prospective candidates are putting their life savings on the line to invest with a concept, so providing them with a candidate process that engages while accurately representing life as a franchisee with your system is paramount. Because if you don&rsquo;t, moderator Ron Bender points out, your competitors will.

At IFA 2017, a panel of experts including moderator Ron Bender, CFE, director of franchise development at Big Frog Franchise Group, as well as speakers Roxanne Rapske, franchise consultant with FranNet of San Diego, Clay Neff, managing partner of S&amp;N Home Solutions, LLC, and Robyn Brewington, Big Frog T-shirts of Las Vegas franchisee, offered insight into executing a successful prospect process.

Setting Realistic Expectations of Franchise Ownership Sets Everyone Up for Success

As important as selling franchises is to a brand, it&rsquo;s even more important to attract the right kind of franchisee. Hiding negative information about your company, or the challenges of franchise ownership can push someone to sign on the dotted line, but probably won&rsquo;t result in a successful business and mutually beneficial relationship.

Transparency in your candidate process is the key to finding franchisees who will not only continue to grow your brand by opening units, but will also be successful within your system in the long run. Instead of hiding negative information the panel suggests reframing things as an opportunity for success. Have a franchisee whose unit is struggling? It could be a great resale opportunity for a prospect looking to cut time from the development process and jump straight into business ownership.

Transparency also ensures that both the franchisor and candidate are on the same page about everything from company culture to their growth priorities to the FDD. Demystifying the process and educating prospects is the best way to find franchisees who are passionate about your concept and are also a great fit to actually execute business ownership in your system.

Your Franchisees are Your Most Powerful Validation Tool

A wise publisher of this publication once said (and then said again, and then again, and again&hellip;) &ldquo;brands don&rsquo;t sell brands, people sell brands,&rdquo; and when it comes to selling franchises, that couldn&rsquo;t be more true.

Candidates looking to invest with a franchise concept are taking a huge risk. They are often investing their life&rsquo;s savings and may be leaving other careers to open a business, so the most powerful tool a franchisor has to reassure prospects they&rsquo;ll have the support, communication and success they need is their franchisees. In fact, the panel believes that the biggest contribution a franchisee can offer their franchisor is not revenue or growth, but validation.

At some point, every franchisee in your system has gone through the same candidate process your prospects are experiencing now. They provide brand validation and firsthand knowledge of not only the signing and opening process, but actually operating a business within your system. Candidates don&rsquo;t want to feel like they are being sold to and having franchisees who can act as brand ambassadors in the most affective resource you have.

Franchises Aren&rsquo;t Sold, They&rsquo;re Awarded

Franchise development is focused on the growth of a brand through expansion, which means selling franchises is top of mind for franchise development executives, but what this panel pointed out is that success for your concept in the long run depends on more than the number of franchises sold.

The franchise model has continued to grow, thrive and outpace the rest of the economy for so long because it&rsquo;s a mutually beneficial relationship. Franchisees get the support and name recognition of an established brand and the franchisor is able to expand more quickly with the investment of its unit owners. And because that relationship is mutually beneficial, franchisors need to ensure candidates are a match for their brand based on more than their liquid assets.

Company culture, an understanding of what it takes to succeed in the system and passion for the brand were all cited as additional criteria to take into consideration when a franchisor is meeting with a prospect. And weighing more than net worth can create a relationship that continues to grow your brand with multiple units for decades.

In franchise development, the candidate process from initial contact to signing a franchise agreement is the most essential time to vet if you and a prospect are a good fit. During this time, candidates are educated on just what it takes to be successful in your system and you&rsquo;re educated on their priorities as a potential franchisee. If a candidate and a franchisor find that their passion for the concept and means to execute a successful establishment match, then a franchise doesn&rsquo;t need to be sold, you&rsquo;ll both be awarded a mutually beneficial relationship and brand expansion.

IFA 2017: If the Candidate Process Doesn’t “Wow” a Prospect, Why Would Franchise Ownership?

1851 Franchise

Franchisors build their systems by providing a candidate process that engages and communicates


This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

ifa-2017-if-the-candidate-process-doesnt-wow-a-prospect-why-would-franchise-ownership

Comfort Keepers

Comfort Keepers - Midyear Press Release 2025 - 1851 Franchise

Comfort Keepers® Hits Mid-Year Stride With Strong Franchise Growth and Rising Demand for In-Home Care

comfort-keepers-franchise-midyear-momentum-2025

petbar

petbar - Garrett Dewan - Why I'm Investing - 1851 Franchise

Why Garrett Dewan Is Choosing To Reinvest in petbar

petbar-franchise-austin-garrett-dewan-multi-unit

Paris Baguette

NJBIZ: Paris Baguette Ramps Up Expansion With New Franchises, Facility and 2030 Growth Target

njbiz-paris-baguette-ramps-up-expansion-with-new-franchises-facility-and-2030-growth-target

Busy Bee Jumpers

Top 10 Reasons To Buy a Busy Bee Jumpers Franchise in 2025

top-10-reasons-to-buy-a-busy-bee-jumpers-franchise-in-2025

Home Halo

home-halo-former-athletes-frachisees-image

Why Former College Athletes Can Make Winning Home Halo Franchise Owners

former-college-athletes-home-halo-franchise

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Photo of Roof Scientist truck and trailer

Roof Scientist Expands Into Northern Indianapolis as Entrepreneur Dale Speckman Launches New Business in Fishers

roof-scientist-expands-into-northern-indianapolis

Image of Donald Trump pointing with red stripes in the background

August 1 Tariff Deadline Is Said to Have ‘No Extensions’: What This Could Mean for Franchises

august-1-tariff-deadline-franchise-impact

What June’s Jobs Report Means for the Franchise Industry

what-junes-jobs-report-means-for-the-franchise-industry

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Amanda Evans - Stellar Service Brands - Franchise Marketing Leaders 2025 - 1851 Franchise

Top 25 Franchise Marketing Leaders: Amanda Evans — Senior Vice President of Marketing, Stellar Service Brands

stellar-service-brands-marketing-leader-amanda-evans

Photo of a large group of people standing in a circle, placing hands together in center

Franchise Opportunities for Minorities: Expanding the Franchise Network

franchise-opportunities-for-minorities

Coffee & Analytics graphic with photo of Nick Powills

Franchise Growth Is Messy. Lead Gen Is Uncomfortable. Let’s Fix It.

franchise-lead-generation-insights

From Prescriptions to Pastries: Kari Khandelwal Creates a Comforting Community Bakery 

From Prescriptions to Pastries: Kari Khandelwal Creates a Comforting Community Bakery in Overland Park, Kansas

paris-baguette-franchise-overland-park-khandelwal

Kansas Couple Revitalizes Local Childcare With Children’s Lighthouse

From Corporate Careers to Community Roots: Kansas Couple Revitalizes Local Childcare With Children’s Lighthouse

kansas-couple-opens-childrens-lighthouse-gardner-olathe

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

IFA 2017: If the Candidate Process Doesn’t “Wow” a Prospect, Why Would Franchise Ownership?

MORE STORIES LIKE THIS