Dear Franchisor,

I hope you enjoy this edition of Jackson Walker's ART of Franchising newsletter. As always, our intention is to provide you with timely and easy-to-read franchise advice, reminders and tips, so that, as industry leaders, your knowledge of franchising will be continually expanding.

Today's Advice

As the new year begins, once again you will be re-examining your franchise sales or recruitment efforts. Perhaps one way to develop more effective sales or recruitment strategies is to get into the "head" of your prospective Franchisees. What are Franchisees looking for in a business? What do they expect from a Franchisor?

In order of importance, Franchisees most frequently mention the following reasons they chose a franchise rather than start their own business:

1. The experience or expertise of the Franchisor.

2. Public recognition, advertising, and goodwill associated with the Franchisor.

3. The support services of a larger organization.

4. The perception that investment in a franchise involves less risk than starting one's own business.

Reasonable or not, these are expectations many Franchisees will be focused upon. Being aware of these expectations, and highlighting your strengths in these areas, will go a long way to improving the quality of your franchise sales or recruitment approach...