1851

In the competitive world of franchising, clearly communicating your brand’s unique position is essential to attracting the right franchisees. Two pivotal questions —&nbsp;<a href="https://1851franchise.com/1851-growth-club-how-to-define-your-why-you-why-now-2723848">“Why You?” and “Why Now?”</a> — can guide franchisors in crafting a compelling narrative that resonates with potential franchise investors.<h2>Clarifying Your "Why You?"</h2>Understanding why prospective franchisees should choose your brand over competitors is foundational to franchise positioning.<a href="https://www.linkedin.com/in/alexjamestitus?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">A.J. Titus</a>, president of&nbsp;<a href="https://signaramafranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Signarama</a>, emphasizes the importance of clear differentiation: “At Signarama, our major differentiators are that we are full-service, customer service-focused, and family-owned and operated. We want customers to buy all their signage from us, not just one piece. While most of the market is segmented, we are a one-stop shop. To effectively communicate this, everyone involved in the process must share and repeat this message, ensuring it’s clear and unified.”<a href="https://www.linkedin.com/in/powills?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Nick Powills</a>, chief growth officer of&nbsp;<a href="https://www.1851growthclub.com/about/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">1851 Growth Club</a>, adds that franchisors need to go beyond generic claims like “#1 franchise” and instead highlight the human element of their brand. As he puts it, “Franchises don’t sell franchises; people do.” Authentic storytelling makes your brand memorable and relatable, connecting deeply with franchisee candidates.<a href="https://www.linkedin.com/in/pete-trexler-407a3ba?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Pete Trexler</a>, franchise development director with&nbsp;<a href="https://empowerfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Empower Brands</a>, the franchisor behind brands like&nbsp;<a href="https://fencefranchise.superiorfenceandrail.com/franchise-opportunity/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Superior Fence &amp; Rail</a> and&nbsp;<a href="https://koalainsulationfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Koala Insulation</a>, also underscores the value of understanding franchisee ambitions early on: “The candidate’s goals and ambitions are most important in beginning that process. From there, it's two boxes: Day to day, will I like this business and does it give me purpose? And then there’s the financial box to check.”<h2>The Importance of "Why Now?"</h2>Equally critical is articulating why prospects should invest today rather than wait. Timing and market conditions often dictate this urgency.Titus highlights strategies Signarama employs to convey urgency: “We emphasize face-to-face interaction — either in person or via Zoom — to build deeper relationships quickly. We also share success stories of current franchisees, showcasing their results to illustrate that now is an ideal time to join our brand.”Powills echoes the importance of making the "Why Now?" a refined and captivating statement that clearly communicates the current opportunity. Franchisors should incorporate growth potential, competitive advantages and current market trends into their messaging. In other words, “your answer should be something you are actually incorporating into your franchise strategy.”<h2>Setting Realistic Expectations</h2><a href="https://1851franchise.com/1851-growth-club-transparency-in-the-buying-process-2723915">Transparency is vital in franchise sales</a>, yet franchisors must balance openness with clarity.Titus addresses this balance directly: “Transparency is very important, but keep in mind that doesn’t mean overwhelming candidates with details. Connecting prospective franchisees with current owners allows them to hear directly from those in the business — this is the most transparent way to share franchise information.”He also cautions against unrealistic expectations: “Sometimes operations teams believe every future problem can be solved in the sales process. While sales set expectations, everything can't be accounted for upfront. Clarity and realism are key.”Titus recommends tracking specific metrics to gauge success: “Use your sales funnel — leads in, contacts made, meetings had, discovery day tours and closed deals. Know your numbers and percentages, and ensure your sales team clearly understands your expectations.”<h2>What Franchise Buyers Truly Want</h2>Franchise positioning also means understanding and aligning with&nbsp;<a href="https://1851franchise.com/the-secret-to-finding-qualified-franchisees-2715386">what buyers genuinely seek</a> in an opportunity.According to Titus, the three essential elements buyers evaluate are straightforward:<ol><li>“Can the franchisee make money in the business?”</li><li>“Is this something they would enjoy doing?”</li><li>“Is the franchisor someone they want to partner with?”</li></ol>Trexler emphasizes&nbsp;<a href="https://1851franchise.com/how-to-leverage-franchisee-validation-to-grow-your-franchise-2727755">validation</a> as a crucial step as well: “The most desirable content is learning from existing owners — taking everything from business economics and the model, then seeking truth-tellers who can validate or adjust assumptions.”<h2>Generating High-Quality Franchise Leads</h2>Attracting the right candidates begins with offering clear and accessible information.<a href="https://franchising.aromajoes.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Aroma Joe's</a> franchise development director&nbsp;<a href="https://www.linkedin.com/in/erica-tarnowski?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">Erica Tarnowski</a> highlights effective lead-generation strategies: “The best way to attract high-quality candidates is to let them self-qualify. By the time they get to their first call, they should be well-versed in your brand. Our franchise website includes key information from the FDD — Item 19, Item 7 — and valuable, educational content in blogs and articles.”Tarnowski emphasizes the importance of providing value first: “Educate candidates, help them understand what success looks like,and quickly identify if your brand is the right fit. Providing this kind of content positions you as credible and trustworthy, drawing candidates toward you.”<h2>Refining Your Franchise Positioning</h2>The "Why You/Why Now" messaging requires ongoing refinement based on feedback and market insights. Powills suggests involving stakeholders: “Seek input from franchisees, friends or partners. If they struggle to articulate your brand’s value, it might signal a need for clearer messaging.”By aligning your franchise positioning clearly with the "Why You/Why Now" approach, franchisors can confidently communicate their value, stand out from competitors and attract motivated, aligned franchisees ready to join their journey today.Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now-2729268" target="_blank" rel="nofollow">www.1851growthclub.com</a> and see what we can do for you.

The Ultimate Guide to Selling Franchises: Clarify Your Positioning with "Why You, Why Now"

1851 Franchise

By answering the "Why You/Why Now" questions, franchisors can stand out by creating a compelling and clear message that resonates with potential franchisees.

The Ultimate Guide to Selling Franchises: How to Clarify Your Positioning – The “Why You/Why Now”

the-ultimate-guide-to-selling-franchises-how-to-clarify-your-positioning-the-why-youwhy-now

Senior Care Authority

How This Senior Care Authority Franchisee Turned Love for His Grandparents Into a Lifelong Calling

how-this-senior-care-authority-franchisee-turned-love-for-his-grandparents-into-a-lifelong-calling

HomeTeam Inspection Service

Hometown News: Like Father, Like Son — Family-Run Inspection Business Blends Generations of Expertise and a Keen Eye for Detail

father-son-home-inspection-franchise-florida

KLA Schools

KLA Schools of Beachwalk Hosts Admissions Kick-Off Celebration

kla-schools-of-beachwalk-hosts-admissions-kick-off-celebration

Good Day Columbus: Home Insurance Expert Reveals Why Central Ohio Premiums Are Rising and How to Combat Costs

rising-home-insurance-costs-ohio

CapitalSpring

Primetime Fitness Expands Crunch Portfolio With CapitalSpring’s Backing

primetime-fitness-expands-crunch-portfolio-with-capitalsprings-backing

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

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

Mike Revak - Chief Business Officer - Sky Zone - Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Mike Revak — President and Chief Business Officer, Sky Zone

top-25-franchise-marketing-leaders-mike-revak-chief-business-officer-sky-zone

Top 25 Franchise Marketing Leaders: Cathy Chavenet — Chief Marketing Officer, Paris Baguette

top-25-franchise-marketing-leaders-cathy-chavenet-chief-marketing-officer-paris-baguette

What It Really Feels Like To Franchise Your Business

what-it-really-feels-like-to-franchise-your-business

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

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

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

The Ultimate Guide to Selling Franchises: How to Clarify Your Positioning – The “Why You/Why Now”

MORE STORIES LIKE THIS