It may come as no surprise to you but the beginning of the school year is prime time to capture the hearts of prospective franchisees. The back to school season affects people in many ways and, if you take the time to understand how many folks are likely to be feeling it at this time of year, you can reap the benefits and give your recruitment a boost.
Well established franchisors know, through years of experience, that the start of the school year is a busy time for franchise recruitment. It’s no coincidence one of the UK’s largest franchise exhibitions takes place around this time. Younger or newly established franchisors would do well to budget accordingly for this peak season to ensure they don’t miss out. But what is it about back to school that drives hundreds of people to make a change?
I think it’s fair to say everyone at some point in their lives will experience an overwhelming sense of back to work dread towards the end of a relaxing holiday – worries about office politics, the daily commute and limited career prospects to name a few. As the summer draws to a close, the number of people experiencing just that increases exponentially and the holiday blues well and truly take over. For those with children, the stress and financial pressure of the six-week summer holidays can be daunting and exhausting. Getting time off work, finding activities to keep the kids occupied and arranging childcare over the summer is enough to make anyone want to throw in the towel.
At Tutor Doctor, we always ask: what was the reason for the turning point in someone’s life that made them decide to make a change or take control of their future with a franchise. Reasons like “come September, I just got to the point I knew that, as a family, we couldn’t do that again next year” and “laying on the beach, I couldn’t bear the thought of going back to work, knowing that I was lining someone else’s pocket” come up time and time again.
The answer is pain. It’s more often than not a pain or a pressure in their current circumstances that drives people to make a change. And back to school is an almost universal catalyst.
Savvy franchisors should use this melting pot of emotions to their advantage. How? By directly addressing these pains and showing how and why your business can offer a solution. Everyone craves the ability to work flexibly and have control over their life. So, put this at the forefront of your efforts to welcome an influx of enthusiastic enquirers. This could mean anything from a completely new, seasonal campaign to slight tweaks in messaging and clever use of exciting materials to cut through the flurry of activity from your fellow franchisors.
We create case studies of franchisees who have made the transition from their former career to create their perfect work-life balance and enjoy much more precious time with their family. We regularly share those case studies far and wide to attract prospects who understand people just like them have travelled this journey before. We also showcase back to school as a busy time for our franchisees too. No matter your industry, it’s important to demonstrate that, in making the leap to business ownership, the market is buoyant and the demand is high.
Those who are spurred on by end of summer, back to school pains may well have dreamed about being their own boss for some time. They may’ve been seeking an opportunity to change the trajectory of their career and life. They’re also more likely to lack the confidence to make such a change. Reassure them the fear of going back to school themselves is unfounded by showcasing your training programmes and support structures.
At the start of a new school year, get top marks of your own by addressing pains and offering a direct solution.