Video Swamps Franchising

Online buyers = short attention span.

...and the buyers attention span is only getting shorter.  

With mobile phones and high speed 4G connections, the video viewing experience is poised to take over franchise recruiting.

Buyers want to engage with brands who offer more video because it is easier to consume.  

What it means to franchise recruiters....

  • Brands can tell a powerful story using video

  • Showing a buyer what it feels like to own a franchisee is powerful

  • Videos can create direct access to franchisees to get brand validation

Bottom Line:

Using video is an important tool for recruiters to both engage and sell buyers.

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Franchise buyers expect more

A franchisors digital recruitment platform can no longer afford to be assembled with band aids and bubbleGum. Buyers expect more.


Today's franchise buyer who visits your brand recruitment website was probably just at buying a computer or Amazon researching what new grill to buy for their house.

New Buyer Expectation

Your next buyer has an expectation when purchasing a business from you that you have a robust online on-boarding experience where they can explore your brand and get answers to the questions they have on why it is a fit for their financial and personal goals. 

Meeting Buyers Needs

Too many franchisors have cobbled together an online digital presence that falls short for a potential buyer and creates unnecessary friction in the buying process.  

The best in class franchisors know there are very specific needs each buyer has to have met in order to gain the confidence and knowledge required to close. 


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Engaging 1st time franchise buyer


Jimmy Fallon is an entrepreneur who took control of his career and reinvented himself.  We wondered what "tips" Jimmy might give to a prospective franchise buyer.Here are just a few we think he might agree with.

Top 10 Tips for First Time Franchisee

  1. Be Smart - Just because your a franchise player doesn't mean you should launch our own franchise.  
  2. Find Who You Are - Building a brand is happening all the time. Pick a business that best reflects who you are. 
  3. Commit 100% - Becoming a successful franchisee is not easy. As with anything worth doing, hard work, hustle, and continuously improving yourself is key to success.
  4. Find Your Passion - Do what you love. Pick a business you want to do because you love it. If you love animals, pick a pet franchise. If you love working with children, pick a kids franchise. 
  5. Think like a customer.  Would you buy the product or service? If not ... you might want to find a franchise that you absolutely love their product or service. If you don't love it, why would your future customers?
  6. Be resourceful. If you are not good at financials or writing your business plan, find someone to help you.  
  7. Never ignore your instincts. If something doesn't feel right... just ask. There is no such thing as a dumb question when it comes to launching your future.
  8. Be efficient and organized. Have a plan. Figure out your goals. Then go make it happen. 
  9. Enjoy the journey. Don't expect all the answers to make sense. Building a business is going to be messy. Not everything is going to work smoothly. Bumps are part of the journey. Deal with it.
  10. Do the work.  Don't ask others to give you the answer. You have to just do the work. You are your own boss so the buck stops with you.

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A simple formula to win more deals

Just ask apple...

Apple is arguably one of the most successful brand franchises in the world. From the first time you walk into their store you feel like you are part of "something" important.  

Perhaps one of the most important lessons a franchisor can learn from Apple is that they have designed their entire experience to serve the first time buyer.  

Apple knows that if a customer is afraid to ask a dumb question about their iPhone or get frustrated because they can't get someone to help them pick out the right computer, they will lose one of their key competitive advantage: Simplicity.

Simplicity Really Matters

When you buy a device online Apple knows that a customer can only consume so much information.  Here are a few tips that every franchisor should learn to take their online recruitment sites to the next level:

  1. Don't overwhelm your customer with information.
  2. Use pictures to share your brand product or service.
  3. Crisp and consistent branding matters.
  4. Too much information stops sales.
  5. Be accessible to the customer in as many ways as possible.
  6. Keep it short. Thats why this list is now over ;)

Bottom Line

Apple has proven that keeping the buyer experience as simple as possible is a major key to achieving brand success.

  • Is your buyer process simple?  
  • Do you have unnecessary friction in your online recruitment experience?
  • Do your buyers rave about your franchise recruitment process?

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Do portals deliver buyers?

Do portals deliver buyers?

Portal lead quality is a big problem for recruiters.  How do you know whether a lead from a portal is worth calling?  With conversions as low as 1/800, it is clear that there needs to be new approach to managing portal leads. 

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