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FRANCHISE PSYCHOLOGICAL TESTING

Guest post by: Kenneth Franklin

Article Overview: FRANCHISE PSYCHOLOGICAL TESTING

FRANCHISE PSYCHOLOGICAL TESTING

You wouldn’t think drawing a picture of someone you admire would be a mirror into your psyche, but many potential franchisees are asked this very question during a two-hour plus psychological test administered by their franchisor of choice.

Ken Franklin devised the test because he wanted another tool in evaluating a hopeful franchisee, aside from a pleasant chat and a sufficient financial report. “When I was interviewing potential franchisees, I needed something more than talking with someone who had money,” Franklin explained. “I needed another measurement to make sure this person would be a good franchisee.”

The purpose of the test is projective and attitudinal, highlighting 40 varying characteristics. Designed to pick up patterns that shed light on the thinking ways of a possible franchisee, the test pinpoints such qualities as creativity, a positive attitude, a desire to affiliate and aggressiveness.

“Typical entrepreneurs want to do it their own way,” Franklin said. “Franchisors want people who will blend into the system, not stand out. The test is oriented to alert franchisors of possible troublemakers as well as identify candidates with the qualities that franchisors want. For example, a fast food franchisor might want someone who is well organized, is objective in thinking and can follow procedures.

“The fast food business is very detail-oriented, very prescribed,” Franklin explained. “You look for people who have these qualities. By contrast, a travel agency or real estate company is different. Here, the franchisor is looking for someone to service and work with clientele, a person who is creative, social and sales-oriented. The test is adjusted for each type of franchise. With some (franchises) you want adapters, and others you want more interactive types.”

The actual test contains six different parts; each part reconfirms the other. Among some of the 100 open-ended questions asked are inquiries about parents, a favorite teacher, childhood heroes, favorite movie stars, and life goals. A trained psychologist evaluates the results. “We look for patterns,” Franklin said. “The psychologist affirms the test is valid. It helps pinpoint the 20 to 30 percent of applicants who are unqualified and whose personalities will not fit into the prescribed franchise system.”

Keep your face to the sunshine and you cannot see the shadows!

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Article Tags: FRANCHISE, franchising, PSYCHOLOGICAL, TESTING



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