| The "BYOB!" Myth | | | | motivate them would motivate a prospect. But the fact |
| Imagine this television commercial: a bunch of teenage | | | | is that few founders could survive very long as |
| kids in a house, eating junk food, playing video games | | | | franchisees of their own systems. Those who are |
| with rap music blasting. The narrator says: "Hey kids: | | | | looking primarily for implementers should not seek |
| tired of listening to your parents? Why not do | | | | entrepreneurs. One franchisor per system is enough |
| whatever YOU want to do! Join the Army!" | | | | (and, according to some, still one too many). |
| Ludicrous, right? (Imagine the kids' surprise when their | | | | Be all that you can be... with our franchise. |
| hair gets buzzed off, they're issued identical uniforms | | | | The Army's effective recruitment advertising does not |
| and that whole "reveille thing" is explained for the first | | | | say "Be your own boss," or "Do what you want." It |
| time.) No one in their right mind would advertise so | | | | says "Be all that you can be," and, more recently, "Be |
| foolishly, would they? | | | | an Army of One." It appeals to the individual's |
| That would be like recruiting a franchisee, one who | | | | self-interest: Communicating what the prospect will |
| must faithfully comply with a system of rigid rules and | | | | gain, what he or she will learn, how joining the Army will |
| guidelines, with ads that say : | | | | make him or her look to others and feel about his or |
| "Entrepreneurs Wanted!" | | | | herself. But it sells the benefit of being part of |
| "Imagine the freedom! Imagine the opportunity!" | | | | something greater than oneself, of being disciplined and |
| "Promote yourself to President!" | | | | following directions. Above all, there is a regard for the |
| I call it the OYOB! (Own your own business!) and | | | | brand, the team, even the rules themselves and the |
| BYOB! (Be your own boss!) marketing myth. To see if | | | | benefits they provide. |
| you've been infected, check your own marketing | | | | Ultimately, the importance of avoiding the BYOB! myth |
| materials for these tell-tale phrases: "Own your own | | | | goes beyond effective recruitment and setting realistic |
| business!" "Be your own boss!" "Achieve financial | | | | expectations. Its importance goes directly to |
| freedom!" "Fire your boss!" "Take control of your life!" | | | | establishing and preserving the trust between |
| or similar variations. | | | | franchisor and franchisee that is critical to their mutual |
| It's not easy to avoid. Believe me, I know. I've probably | | | | success. As Peter Birkeland states at the end of his |
| written more franchise brochures than anyone on the | | | | recent book "Franchising Dreams," establishing high |
| planet, and it's hard work to avoid the easy slogans. | | | | levels of trust with franchisees is the most critical |
| But make no mistake: falling into the BYOB! trap is one | | | | problem for franchisors. "For those who cannot |
| of the most dangerous mistakes franchisors make. | | | | achieve that," states Birkeland, "The problem of control |
| And it's the cause of much of the conflict in franchisor | | | | is a never-ending battle of wills." |
| franchisee relations. | | | | How franchisor's can avoid the B.Y.O.B.! myth |
| Many franchisors attract prospects with the promise | | | | 1. Develop a franchise brand positioning platform. |
| of freeing them from oppression and giving them the | | | | Recognize that your franchise is a separate (though |
| chance to gain control. There's only one problem: | | | | interrelated) brand from your consumer brand, and |
| Franchise systems are built on adherence, not | | | | develop a franchise brand development platform. The |
| independence. Franchisors want implementers, not | | | | platform is generally a document of 10-20 pages that |
| rebels. They often recruit individuals who are yearning | | | | commits to paper the brand identity of the franchise |
| to break free from their harness, but as soon as the | | | | program, specifics of the target franchise prospect, |
| contract is signed the franchisor expects them to | | | | enumerates the benefits of the franchise program in |
| docilely slip into their harness. | | | | terms that relate to the prospect, and includes a 25-50 |
| Requiring conformity, adherence to an established | | | | word description of the franchise program that |
| system and a shared identity is not a bad thing. That's | | | | everyone in your organization, franchisees included, |
| what gives franchising its power. So why do | | | | should eventually be able to recite from memory. |
| franchisors often attract the wrong people by setting | | | | 2. Be sure your marketing communicates the franchise |
| the wrong expectations? | | | | brand position. From your lead generation materials |
| The mything link | | | | (print ads, postcards, in-store messages, mini-brochures, |
| Why, you may ask, do we sell the opportunity to join a | | | | digital brochures, website) to your follow-up materials |
| conformist system via a dream of individualism? Why | | | | (franchise brochures, videotapes, email messages, |
| have we, as an industry, perpetuated the link between | | | | eBrochures), personal interactions and even the |
| BYOB! and franchise ownership? | | | | portrayal of franchisees in consumer advertising should |
| First, because it's an easy sell. It makes your ad copy | | | | be consistent with the Franchise Brand positioning. |
| pop. The dream of being freed from day-to-day | | | | 3. Get your salespeople and brokers on-board. |
| tyranny is a powerful one. Telling one's boss to take | | | | Experienced, reputable salespeople and brokers can |
| this job and shove it is the real American Dream. It's | | | | be useful in generating interest and following up, but |
| Easy Rider. It's Thelma & Louise. It's One Flew | | | | you must be careful that the prospects they bring you |
| Over the Cuckoo's Nest. Unfortunately, it promises | | | | - and the prospects you sign - match your profile, are |
| about the same outcome. | | | | adequately capitalized, have a clear understanding of |
| Second, too few franchisors have actually given much | | | | the franchisor/franchisee relationship and have realistic |
| thought to their franchise marketing message. They | | | | expectations. |
| tend to just say what everyone else says: B.Y.O.B.! | | | | 4. Be honest. In franchise sales, honesty truly is the |
| Many commission marketing research and branding | | | | best policy. The prospects who respond to dreams of |
| platforms at the consumer level; more need to create | | | | freedom and easy money are the ones you will spend |
| a thoughtful strategy and platform for their franchise | | | | the most time and money dealing with. Smart |
| brand. | | | | franchisors want smart franchisees. And smart |
| The third reason for the prevalence of the myth is the | | | | franchisees respond to the truth. If you're still working |
| influence of commissioned franchise salespeople and | | | | toward excellence, tell them where you are in the |
| brokers who are compensated for short term sales, | | | | process. Then keep working toward it. |
| not the long-term franchisee performance or | | | | 5. Re-sell your current franchisees. To calculate how |
| satisfaction. By the time the franchisees start storming | | | | many times you need to re-sell franchise owners, add |
| the castle, the commissions are spent and the | | | | up every royalty check they'll write and add 1. Continue |
| salespeople are long gone. | | | | to promote and reinforce your vision of the franchisee |
| Another reason for this myth could be that many who | | | | franchisor relationship internally, and try to positively |
| founded and lead franchise companies are, indeed, | | | | help those who are the farthest from buy-in in selling |
| entrepreneurs and project their own values onto the | | | | their franchise or exiting the system. |
| franchise prospect. They assume that what would | | | | |