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Challenge the Pros

Franchise sales and development professionals answer topical and challenging questions here. These include issues related to franchise brand growth, using new technologies, building sales teams, and recruiting top franchisees and supporting them in the field by providing ongoing education, training, and new products and services.

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Ceterus
Multi-unit franchisees have unique accounting needs. Our specialized done-for-you accounting and bookkeeping solution takes care of everything with your multi-unit needs in mind. So you can focus on what matters.
Firehouse Subs
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We are considering a number of options as we work toward our 2018 franchise development goals, focusing primarily on zeroing in on what is working and switching up the approaches that are not.
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Over the course of the past year, The Gents Place has been heavily involved in marketing our franchise opportunity through a number of avenues, including social media marketing, public relations, open house events, and franchise expos--all designed to leverage our personal networks and entice growth.
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The data available through today's manifold third-party resources and related technologies is now required to inform and guide our decisions at every step of the lifecycle of our franchise owners.
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To measure the ROI, you have to really know what you're looking for. At Franchise Whales, instead of focusing on cost per lead, which is the standard among most franchise development executives, we focus on the cost per closed sale.
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When working with current and prospective franchisees, a great deal goes into recruiting and development efforts. A major obstacle for many franchisors is identifying the right franchisees who will help grow the brand.
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Social media is a regular function of our franchise development team. We use it to generate leads, nurture existing prospects, and validate that the franchise candidate is right for our brand.
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We believe in utilizing many different marketing channels to reach our candidates, and more importantly, in targeting those in the right markets and for the right category or model.
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The process of hiring, training, and retaining qualified individuals for sales and development is a necessary company practice that should not be taken lightly.
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Unit franchise growth is the fuel that supplies life and sustainability to every franchisor's existence.
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It's really incredible how much technology continues to evolve! There are so many tools available to assist franchisors with their development plans today, and at CruiseOne integrating technology is an essential part of our development strategy.
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At Pancheros, interviewing prospective franchisees who fit within our brand's culture is a lot like dating.
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Duck Donuts
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What do you look for in a salesperson, and what are the critical elements to building a great sales and development team?
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How are you using technology to identify, reach, and track prospects?
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Essentially doubling in size since 2010, Toppers Pizza is one of the fastest-growing pizza chains of the past 3 years.
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How do you set standards and measure performance in your brand's sales and development department?
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At Checkers and Rally's, we've been in the business of Big, Bold Flavor for more than 27 years.
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Over the past few years, The Lube has been able to reap the benefits of technology, using it to gather feedback from prospective franchisees and fans in real-time, which has helped further our development nationwide.
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Silos are good for one thing, and one thing only: holding stuff back.
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How can you help prospects with questions to ask and what information they should be seeking from franchise development people and franchisees?
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Massage Envy Spa has always been transparent when it comes to sharing its franchising opportunity with prospective franchisees.
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To better position us to reach our 2012 goal of doubling franchise awards, we recently revamped our lead follow-up processes to increase the speed and effectiveness of our prospect follow-up.
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Perspire Sauna Studio®
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Franchisee satisfaction is a pillar of our business. It is both a point of emphasis and a source of great pride for the our executive team and support staff.
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With 2011 winding down, how are you leveraging people, budgets, brands, and resources to meet development goals?
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What are you doing to create a compelling, response-driven recruitment website for your brand? Things are moving fast in new technologies and the ways people are using them to communicate.
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"How important is a conversion strategy to your development plans?" Conversion franchising is the foundation for The Dwyer Group development plan. A franchise conversion program has allowed us to be proactive in generating leads for our franchise development team, rather than hoping enough leads come in through normal lead generation channels.
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How are technological changes affecting how you recruit, and how are the latest tools changing how your development department does its job?
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As a franchisor, what are some things you are doing (or considering doing) to help give your franchise development people enriched selling opportunities in today's economy?
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These days, social media is one of the key ways brands nurture relationships with their loyal customer bases. In a lot of ways, a brand's social media presence serves as an overall indicator of the health and strength of a brand. For a brand like Denny's, which has nearly 97 percent brand awareness and a 57-year history, most franchise candidates come to us with some experience with and affinity for the brand.
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"Explain your development strategy as it relates to recruiting single-unit versus multi-unit franchisees. Do you look for both? Why or why not?" During the past five years, most franchisors have changed their concept of the ideal franchise candidate. Today larger franchisors are focused more exclusively on recruiting multi-unit/multi-brand players, rather than the single-unit operators most systems were built on. As an established, nearly 40-year-old brand, Popeyes Louisiana Kitchen markets franchising opportunities toward the top-tier multi-unit/multi-brand category franchisees, while simultaneously considering single-unit candidates. We currently have more than 1,900 locations in 44 states, the District of Columbia, Puerto Rico, Guam, and 27 foreign countries.
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"In light of the current job market, how do you attract and retain top talent in your corporate office/sales development department?" As the leader of a franchise company, attracting, retaining, and motivating our team are among my very top priorities. After all, franchisors are service organizations and service organizations are only as good as their people.
  • Kerry Pipes
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