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Franchisors Need Four Cs When Working with Brokers

Guest post by: John Power

Article Overview: Franchisors need to demonstrate Commitment, Consistency, Communication, and Confidence, when working with franchise brokers, who are trying to sell the franchisor's concept.

Franchisors Need Four Cs When Working with Brokers

Commitment: Has the franchisor made a substantial financial and organizational commitment to the franchise program? How important is it to them? Is the franchise offering a central part of their strategy for success and growth? Anything less than a 110% commitment is not likely to generate the desired results.

Consistency:

Working with a franchisor, and advertising and selling for them, takes some time. Several months may pass before a sale takes place. Is the franchisor consistent, in their approach to the franchise program, in the allocation of funds and resources to the franchise program, and in their relationship with the broker group? Are the goals the same from month to month? Is the support from the franchisor stable, or do they "waver" in their desire to be successful in franchising?

Communication:

Ongoing and frequent communication is essential between the broker and the franchisor. Does the franchisor's contact person quickly respond to your emails and questions? Do they promptly acknowledge receipt of a name for registration? Do they follow up on all submittals with their own interviews and qualifications? Do the keep the submitting broker informed as to the progress of candidates through the qualification/selection process?

Confidence:

How does the broker feel about the information, feedback, progress, relationship, and opportunity to earn commissions when working with the franchisor? Are you, as a broker, convinced that your submittals will be treated equally and quickly, that the franchisor has the ability to "move to the sale," and that things will turn out for your benefit?

Conclusion:

All four of these Cs must be present, and must be continually reinforced by the franchisor, to keep commission only brokers working for the franchisor, putting in time, spending money, and helping advance the franchise program.

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Article Tags: franchisor, franchisor, franchisor, franchisor, franchisor, franchisor, franchisor, franchisor, franchisor, franchisor, organizational commitment, relationship, relationship, the franchise, the franchise, the franchise, the franchise, the franchise



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