When people think about joining a franchise, they can get distracted by a flashy, national brand. Despite the brand name and the reputation that you’re buying into, it’s important to see the smaller picture too: being a local business of influence.
A franchisee can’t be successful without first establishing the groundwork. At Walfinch, we describe your local area as your ‘nucleus’. Get that right and you can build outwards, expanding your influence, your market, and your business.
But how do you set-up a business which people are excited about? As a former home care franchisee, this is everything I wish I’d known about building a name locally.
Build trust by giving back
Appearing in a community and demanding peoples’ money in exchange for services they don’t yet want or trust, is not a viable model. Before flurrying cul-de-sacs with leaflets or spending thousands on tube ads, make sure you have built trust. The simplest way to do that is to give back, even before the community gives you anything.
At Walfinch, many branches run free exercise and wellness classes called ‘Thrive Clubs’. They are open to anyone who wants a bit of extra movement in their lives. These clubs give communities something valuable before our branches even imply the prospect of offering home care services. Through this simple shift, franchisees have been able to establish their presence locally far more quickly.
Appear everywhere
Yes, you’re part of a wider franchise but some communities have never heard of even infamous franchises. Don’t let this put you off. Use it to your advantage. If they’ve never heard of the franchise, they have no preconceived opinions. That means it’s up to you to build the reputation – which is a privileged position to be in!
Leaflets, signage, PR articles, community social media groups just keep appearing where your audience already spends time. You may not generate immediate business, but if you’re also establishing trust, the calls will come.
Get your elevator pitch bang on
Whenever you talk about your business, make sure your elevator pitch is repeatable. If someone asks, ‘What do you do?’ and you launch into a vague explanation, you’re losing out.
Avoid saying: ‘I’m from Walfinch Oxfordshire, a home care franchise. We provide home care. Dementia, post-op, overnight care, all of that.’ It’s vague and forgettable.
Instead, say: ‘I’m from Walfinch Oxfordshire. We provide home care, but with more get up and go, helping clients pursue a more active lifestyle. We even run a local Thrive Club.’ That is worth remembering.
By communicating this way, you encourage effective word of mouth. That could be difference between surviving and Thriving locally.
So, before you drop thousands on wrapping a bus or a TV campaign starring George Clooney, focus on these steps first: give back to your community, establish your presence in small, meaningful ways, and make your elevator pitch worth sharing. This is how you build a strong nucleus and create the groundwork for expansion
