Networking can be a powerful tool for connecting with new clients and customers for your franchise. But have you thought about it as a franchise recruitment tool? With 80% of opportunities coming through your network, your next franchisee might be closer than you think.
Networking might fill you with fear, but fear no more
Networking is about building relationships – something most of us do every day without realising it. It’s about showing up as your best self and being clear on what you are trying to achieve. If you are actively recruiting new franchisees, recruitment is about opening doors to start having conversations. You never know where they might lead.
The thought of putting yourself in front of other people can feel daunting. But you know yourself and your franchise best. Whatever you say about yourself, no one can contradict it. Talking to other people about your franchise opportunity can help you hone in on the benefits and clarify the kind of person you want to run your franchise.
The key to successful networking is finding the right communities where you can be the best version of you
Online or offline. Large groups or small. Structured or informal. Morning, noon or night. There are so many options when it comes to networking. Like any franchise recruitment activity, you must be clear on who you are trying to reach and what you are trying to achieve. Where do your ideal new franchisees hang out? What are they interested in? LinkedIn is an excellent place to start if you are looking to recruit people from corporate roles.
Are you seeking franchisees in a particular geographic region? If this is local to you, then in-person networking events could be a great option. A simple Google search can quickly suggest several options for you to try. If you are looking further afield, there are many online networking groups and more informal networking like Facebook groups, which might be more suited to your search.
Balance online and offline options, and try to blend the two
For example, you might attend a group networking event online and follow up with individual one-to-one meetings to get to know each other better. Or you might start an interaction online, which can lead to a face-to-face coffee to learn more if geography allows. Each interaction has value – group or one-to-one, in person or online – they can all work in different ways to help you build your network and reach potential franchisees.
Be honest if you are feeling anxious or awkward attending a meeting. You won’t be the only one. Most networking hosts will be happy to help and introduce you to others, as they want you to have a good experience and return. Despite the nerves, always go into any networking meeting with a positive mindset. Task yourself with something achievable, like having two conversations with people you have never met. Anything else is a bonus. Sticking to people you know is easy, but be brave and branch out to meet some new faces. Don’t forget to follow up afterwards so an initial introduction becomes the start of a meaningful association.
Start with connection, not sales
Networking is an essential part of the know, like and trust part of the sales process. You will soon switch people off if you get straight into pitching mode. Focus on the relationship first and being a connector yourself.
Ask questions to learn more about their business or profession. Find common ground that you can both relate to. Say what you found interesting about a recent post they shared or a newsletter they published. Build on their content to create a connection.
Make it as easy as possible for them to connect further, such as sending a Calendly link so people can book time to get to know you better. Be really clear about why you want to connect further. Online meetings are great for an initial follow-up, as you can set clear time expectations, like a 30-minute chat. If the first meeting goes well, you can always follow up with a longer or more open-ended face-to-face coffee.
Building a network is essential for any franchise
It’s all about finding your tribe – your support team, advocates, and potential business partners. You don’t need to be loud to be seen. Be yourself. When you award a franchise, you give away a part of the business you have worked hard to create. It is essential you find the right person to share it with.
Forget chasing numbers of connections or massive online networking groups so you can say you ‘met’ hundreds of people without even leaving your desk. Networking is about quality, not quantity. Smaller groups can work better, and you can build more genuine relationships. That’s what will help you achieve your franchise recruitment objectives.
