Growing a 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.
In the competitive world of franchising, clearly communicating your brand’s unique position is essential to attracting the right franchisees. Two pivotal questions — “Why You?” and “Why Now?” — can guide franchisors in crafting a compelling narrative that resonates with potential franchise investors.
Understanding why prospective franchisees should choose your brand over competitors is foundational to franchise positioning.
A.J. Titus, president of Signarama, 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.”
Nick Powills, chief growth officer of 1851 Growth Club, 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.
Pete Trexler, franchise development director with Empower Brands, the franchisor behind brands like Superior Fence & Rail and Koala Insulation, 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.”
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.”
Transparency is vital in franchise sales, 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.”
Franchise positioning also means understanding and aligning with what buyers genuinely seek in an opportunity.
According to Titus, the three essential elements buyers evaluate are straightforward:
Trexler emphasizes validation 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.”
Attracting the right candidates begins with offering clear and accessible information.
Aroma Joe's franchise development director Erica Tarnowski 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.”
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 www.1851growthclub.com and see what we can do for you.
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