2023’s Top Franchise Brokers: Blake Martin

The Broker: Blake Martin

The Company: FranNet

1851 Franchise talked to Blake Martin about the importance of communication, his advice for prospective franchise owners and what winning looks like to him. 

1851 Franchise: What makes you successful as a franchise broker?

Martin: Transparency at all levels of communication. Throughout the course of my career, I’ve been both a franchisor and a franchisee, which has given me a unique perspective in this industry. Whether you’re helping a candidate learn about the value proposition of a franchise concept, or if the roles are reversed and you’re the one thinking of buying a franchise, transparent communication plays a central role in achieving a successful outcome. My experience has taught me that, if you want to be a successful franchise broker, there’s nothing more important than establishing open, honest and candid discussions with your clients. I also focus on innovation when it comes to delivering my services. At the moment, I’m tinkering with some new ideas for outreach and how I connect with my clients. I’m looking into technologies that broaden my reach and ability to connect with entrepreneurs on their own turf.

1851 Franchise: What advice do you have for people wanting to become franchise owners?

Martin: For prospective franchise owners, I think you have to be ready and willing to be brutally honest with yourself. You have to define what it is you truly want — or don’t want — in a business. That takes time and contemplation to get it right. I advise clients to seek as many opinions from their support group as possible. Hearing that feedback from various sources can go a long way in helping you make informed decisions about your future. Becoming your own boss is a decision that you shouldn’t take lightly, so I advise clients that they must be patient and willing to invest serious time in doing their due diligence. If you want to become a franchise owner, there are three distinct qualities you should nurture and develop. Resilience, optimism and curiosity — what I call “ROC” for short. If you can train your mind to develop these qualities and live by these ideals, you’ll have a better-than-average chance of success.

1851 Franchise: What does “winning” look like to you?

Martin: I think the easy answer would be meeting or exceeding your benchmark sales goals, which is definitely a win for any franchise consultant or broker. But, to me, an even better win is the feeling I get when I watch my alumni clients earn recognition from their franchisors for being among the most successful owners in the system. Over the years, several of my previous clients that I helped become franchise owners have been singled out as top performers or “Franchisees of the Year.” Every time it happens, it gives me such a feeling of pride and accomplishment — it’s hard not to feel like a proud father on those occasions.

1851 Franchise: What advice do you have for franchisors wanting your help to award more franchises?

Martin: Once again, I think it all comes back to communication. As we’re all aware, there are thousands of franchise concepts to choose from and it’s an extremely competitive marketplace. Whenever I’m dealing with franchise development representatives, it’s important for them to be open, honest and transparent. You have to clearly articulate both the value proposition of the product or service your brand provides, as well as its key differentiators. I have to know the “why” — as in, why my candidates should be investigating this franchise opportunity. What’s driving the interest and making it special? Then there are the proof points. I like data, so it’s important to communicate the current statistics and analytics that highlight the brand’s success. If you can’t readily communicate your case for business ownership, I’m probably going to have the same difficulty communicating it to my candidates.

1851 Franchise: How can franchisors better communicate with you?

Martin: I think most franchisors understand that consultants and brokers operate with tight schedules. There’s always a sales call to jump on, a Discovery Day to help plan or a resource our clients need. Our calendars fill up fast, and they tend to stay that way. If you’re a franchise development representative, develop and employ a succinct sales pitch that covers the who, what, where, when and why of your opportunity. Tell me what’s new and different. What initiatives are you pushing at the moment that benefit franchisees? Any brand enhancements like a new digital platform or an innovative mobile or online solution that improves the way the brand does business? Let me know if you’ve expanded your funding network. Some franchisors do a tremendous job, which isn’t surprising when you consider how important it is for them to generate new leads and maintain a robust sales operation. Some environments, like trade shows or peer group meetings, can also be a golden opportunity to secure that one-on-one time you’re looking for. If you want my preference on tactics, emails are much better than cold calls.