I got a call the other day from a franchisor.
He says, “I understand you’re in the profiling business.”
I said, “Yes, sir we are.”
He says, “Can that profiling tool of yours tell me if someone is gonna be a turd?”
“Well sir, that depends what you mean by turd.”
“You know turd. He stinks. And he’s always making a stink.”
I’m sure my caller thought he was being perfectly clear in his communication. But as a scientist I needed more information before I could confidently tell him that the Zorakle tool could predict future franchisee turds. This required that I be able to quantify what a franchisee turd was. Knowing this was a delicate matter I decided to use the infamous Carl Rogers psychotherapy technique of simply feeding back the statement to the patient.
“So he stinks? And he is always making a stink?”
“Exactamondo!” He cain’t close a deal if his life depended on it. Don’t get me wrong people love being around him but he’s like a toddler on a merry-go-round. He possess the focus of Mr. Magoo. And like most toddlers he thinks rules are boring and don’t apply him. His got an idea a minute but the attention span of 7 seconds.”
I was beginning to get the picture.
“So what happens at the end of the month when the people-pleaser Mr. Magoo gets off the merry-go-round?” I asked.
“Exactamondo!” He squealed, as if he noticed the light bulb had gone on in my head.
“He refuses to follow our systems. His numbers stink. He’s a turd!”
“Got it.”
“So let me guess when his numbers come in much lower than his inflated perception of himself he begins to point fingers at corporate, the model, the economy, the systems, correct?”
“Exactamondo! He’s a whiner. Things are never his fault. He is always making a stink about why don’t we this or why don’t we that … because surely if we did – than he would be Spiderman in spandex leaping tall buildings with a single bound.”
“I think you mean Superman. It was Superman that was able to leap tall buildings in a single bound.”
“Whatever. Obviously he is neither Spiderman, nor Superman. He is a turd. So, does your profiling tool tell me if someone is gonna be a turd?”
“Yes, sir it does.”
I have these types of conversations every week. Franchise sales and franchise operations executives calling us when the poo-poo hits the fan (so to speak). When franchisees are performing poorly, validating poorly and even causing compliance and litigation issues.
There are many factors that can cause a franchisee to be a turd. Too numerous to address in a single video or article. In fact, the Zorakle tools which are based on 7 statistically validated sciences … has dozens of markers which will tell you if a prospective franchisee will be a good fit and perform well within your franchise system.
For now, let’s set the framework for a right-fit and high performing franchisee. Later we can break each of these areas down into separate videos or articles.
First, remember no two franchise systems are alike.
The franchisor’s value package, culture, systems, leadership style could be different. What is required of the franchisee from financial investment and skills sets perspective are likely different too. One cannot take a cookie cutter approach to franchisee selection. A candidate that’s a poor fit for a competitor could be a great fit for you.
Second, and most importantly screen for compatible.
A compatible franchisee will share your values, work style, and stage of growth and fit into your culture. A compatible franchisee will respect, embrace and leverage your systems. A compatible franchisee will validate well and retain for the long-haul. A compatible franchisee will cost less to train and support and will be a strong brand ambassador.
Third, just because someone is compatible does not necessarily guarantee they will be a high performer.
It’s quite possible to have much Kumbaya amongst your franchisees and little profit. Conversely a high performer, with skills out the yin-yang may or may not be a good fit. Don’t believe me, speak to any franchisor who is dealing with a lone wolf, renegade or prima-donna franchisee.
Bottom-line Compatibility + Skills = Performance.
You must quantify what makes for a right-fit, high performing franchisee. Then and only then can you determine if a prospective franchisee will be a turd or a superstar.