Profiling Potiential Franchisees by Personality Type

A franchisor should ask themselves the following questions;

1. Have you stratified your Franchise Community?
2. Do you know the best personality profile for your franchise?
3. Have you benchmarked your franchisees?
4. Is your franchise sales team talking to the right prospect?
5. Are you training and supporting your franchisees according to personality type?
6. Which personality type is best for operating the franchised business?
7. What makes the top performers act the way they do?
8. Do you know what type personality it takes to be succesful in your business?

When franchisors ask themselves these questions they are well on their way to becoming strong succesful competitive franchisors. The next question to ask is, "How do I accomplish the stratification of my franchise network so that the outcome is quantifiable and can be used to grow, support and train the franchisees in the network?" This process takes a third party that can speak objectivly and openly to your network of franchise owners.

FranGuides will benchmark your current franchise network by personality type. What common personality traits do your top performers have in common, your mid tier performers as well as your bottom performers? Is your Development Team working with the right prospect? Do they know what personality traits to look for in a successful Franchisee?
After benchmarking and stratification of your network FranGuides will assist your Development Team by profiling potential franchisees by personality type. This will allow you to compare prospective owners against your top tier franchisees by personality type. Your organization will know how to support, train and motivate new owners by understanding how they internalize information as well what motivates, demotivates, how they react to stress, management style, deal with conflict, sales aptitudes and much more.

FranGuides will stratify your franchise network and prospects into four personality types. Even though everyone has traits of each personality type they will always carry one dominant trait.

Dominance: People who score high in the intensity of the 'D' styles factor are very active in dealing with problems and challenges, while low D scores are people who want to do more research before committing to a decision. High "D" people are described as demanding, forceful, egocentric, strong willed, driving, determined, ambitious, aggressive, and pioneering. Low D scores describe those who are conservative, low keyed, cooperative, calculating, undemanding, cautious, mild, agreeable, modest and peaceful.

Influence: People with High I scores influence others through talking and activity and tend to be emotional. They are described as convincing, magnetic, political, enthusiastic, persuasive, warm, demonstrative, trusting, and optimistic. Those with Low I scores influence more by data and facts, and not with feelings. They are described as reflective, factual, calculating, skeptical, logical, suspicious, matter of fact, pessimistic, and critical.

Steadiness:(Submission in Marston's time): People with High S styles scores want a steady pace, security, and don't like sudden change. Low S intensity scores are those who like change and variety. High S persons are calm, relaxed, patient, possessive, predictable, deliberate, stable, consistent, and tend to be unemotional and poker faced. People with Low S scores are described as restless, demonstrative, impatient, eager, or even impulsive.

Conscientious: (Compliance in Marston's time): Persons with High C styles adhere to rules, regulations, and structure. They like to do quality work and do it right the first time. High C people are careful, cautious, exacting, neat, systematic, diplomatic, accurate, tactful. Those with Low C scores challenge the rules and want independence and are described as self-willed, stubborn, opinionated, unsystematic, arbitrary, and careless with details.

For additional information follow the link below.

http://www.franguides.com/Franchisee_Personality_Profiles.html

Franhcise Demographics and Mapping

In the world of litigation there is no other area that provides as much revenue to franchise attorneys as that of franchise territory disputes. A franchisee purchases the franchisors brand and systems which definitely have value. Although perceived or real, nothing has more value than the territory or area of business as defined by the franchise agreement. For those franchisees that purchase the franchised business based strictly on emotion, there is always a greater chance of disputes and possible litigation. Even though the Franchise Disclosure Document may spell out how franchise territories are arrived at, each franchisee may interpret the statements differently. For franchisors that do not support their territories with hard factual data, such as market potential rankings by individual territory including demographic, consumer expenditure data, business by industry, and business by occupation then the franchisor has not properly documented the franchisees territory to avoid disputes in the future. There is additional data that is helpful for franchisors including values & lifestyle as well as geo-classification. If franchisors would provide this data by geographical location including zip codes, yellow page directories, counties, MSA and DMA, as well as State all based around the Territory definition statement contained in their Franchise Disclosure Documents territory disputes would be quickly settled, the franchisee would have a clear understanding of the franchise territory at the beginning of the sales process and both parties could concentrate on what matters the most......growing their individual brand and generating revenue.



There are many franchisors that do not have any data to support the franchised area. For those franchisors that have not studied out the viability of the proposed territory they create a cyle of failure. A failed franchise not only opens the door to litigation or the negotiation of the termination of the agreement it directly impacts the franchisors Item 20 data in the FDD. A little planning and cost at the front end of the process is more than offset by the costs of a failed franchise system and litigation.



For more information on Franchise Territory Documentation visit FranGuides at http://www.franguides.com/Franchise_Territory_Analysis.html.