Art Coley, CEO of CGI Franchise shares expert thoughts on building your brand using the power of systems and a process. Many of these articles first appeared on Franchising.com.
Gather two groups of recruitment numbers: one set for YTD, and the other since Friday, March 13th, the date recruitment numbers and metrics started to shift rapidly.Any changes in resource allocation, strategy, staff, marketing, messaging, etc. should be made for only one outcome: improving these 5 critical metrics. If you don’t start here, you’ll be recruiting in the blind, and that means wasted time, money, and energy.
In the U.S. it started the week of March 9th. By Friday, the 13th, the landscape had completely changed for all of us. Now, all these many weeks later, there is still a lot of uncertainty. However, we now know more about the impact over the past 30 days, which should provide more clarity on decisions moving forward into the next 30. Therefore, when it comes to your franchise recruitment, we are preaching: Make time to reevaluate and assess franchise recruitment every 30 days.
Individuals are not getting on planes to come visit you. That is the current reality, and will be for many more weeks to come. So how do you get started creating and implementing a virtual discovery day? Communicate – get it out there First, communicate! Use your internal database of leads, brokers, your website, press […]
If your recruitment team is achieving a 14 percent or better ratio on kept initial (“Step 1”) calls to signings, you have an advanced process and team. Congratulations! If your team has a lower grade, then you have a decision to make: Is it acceptable, or are you doing something about it?
You’ll improve the number of individual candidates signing franchise agreements over the next 6 months by up to 30 percent doing a better job with funding, real estate, and territory analysis in the middle of your brand’s discovery process.
To increase agreement signings and improve the quality of new franchisees, make sure you’re managing a recruitment system and process with the essential components. I’d like to suggest that you think about building a winning recruitment program using the Four Pillars approach. Success requires proper implementation and execution in all four areas below. To determine where you may need to focus, consider the following elements of each of the Four Pillars.
In a previous blog, we talked about the importance, based on what the numbers have shown to work, of having repeatable processes. Ideally, this gives you a successful system that is sustainable regardless of specific personnel or other external factors. While this system is built around what we know works, it provides additional benefit for the future. It also creates a controlled environment for new data to to be even more effective at diagnosing the root cause behind the problem areas in your brand.
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