Advanced Franchisee
Recruitment Techniques
Moving Through Fear and Into Problem-Solving
Introductions
Joe Mathews, CEO
Franchise Performance Group
• Author Street Smart
Franchising, Developing Peak
Performing Franchisees, and
co-author of Franchise Sales
Tipping Point
• 30-years of franchisee
recruitment experience
Agenda
Advanced techniques to keep franchise candidates
out fear and into problem-solving
1. “Either/Or” to “and”
2. From “I can’t” or “I don’t know how?” to “What
needs to happen?”
3. Do the Math. Assigning Probability
4. Name the resistance
5. Creating commitment
6. Questions Which Cut to the Chase
7. Ask yourself the Magic Question
1. Changing “Either/Or” to “And”
• Objection (Life Happens)
–“My mother-in-law is sick and may need to
come live with us, I need to put this on hold.”
• Response: Create a “What if” scenario
2. From “I can’t” to “What needs to happen?”
• Objection: “I can’t see how I can make the money
I want to make with this franchise. I am opting
out.”
• Response: “Just out of curiosity, what would need
to happen….”
3. Assigning Probability
• Objection: “I am not moving forward. I can’t
afford to fail.”
• Response: “Bring me into your world. If you
failed…how much would you lose? If you had to
assign a probability, what is the probability that
will happen?....”
4. Name the Resistance
• Label exactly what you are sensing or
experiencing from the candidate. Then shut up
and see what surfaces.
–Ex: You seem to be very quiet right now…
5. Creating Commitment
• Technique: Let them declare what they will do
and by when. You control the action items, they
control the timeline.
6. Questions Which Cut to the Chase
• “If you decided not to purchase this franchise,
what would be your reasons?”
• “Based on what you know, how do you see this
business meeting your objectives?”
• “Based on what you know, what do you think it
takes to win? Are you willing to do what it takes?”
• “If you had to assign a probability, what is the
probability you will win as a franchisee according
to your definition of winning? Is that worth the
risk for you?”
7. Ask yourself the Magic Question
• “What would you ask the candidate if you weren’t
afraid of losing the deal?”
Questions?
• Resources: FranchisePerformanceGroup.com
Download new whitepaper “5 Tactics to Create a
Franchise Sales Breakthrough. Guaranteed.”
• Email Lynne Mosman at
[email protected] to
receive a PDF of this PPT deck.