CRM for Franchisors

Stan Friedman talks about Customer Relationship Management software, or CRMs, and how franchisors can best utilize them to manage franchise leads.

Stan Friedman is a 31-year franchise veteran and is passionate about franchising. In fact, this guy lives and breathes it. Stan is the president of a company called FRM Solutions. FRM delivers CRM solutions, designed specifically for franchising, but to call it a CRM is like calling an elephant a mouse, just because they are both gray.

Before FRM Solutions, Stan held C-Level roles at: Blimpie International, Wing Zone, Maggie Moos and Tutor Doctor. Stan also produces and hosts “Franchise Today,” a live, weekly podcast on BlogTalkRadio.

TOPICS DISCUSSED IN THIS EPISODE:

• Brief history of CRM
• What is CRM today
• How is CRM used in franchising
• Can a franchisor get by without CRM at first
• When does a franchisor need to graduate to CRM
• How to choose a CRM
• What is FRM Solutions
• The features of FRM Solutions
• The types of information a franchisor need to be managing
• the juggling act that a franchisor has to do when business gets that busy
• Sortable, Reportable, and Dashboardable
• Candidate Gate – Franchisee Gate
• Gating the candidate experience versus free reign
• Managing beyond acquisition

Stan Friedman
FRM Solutions
sfriedman@frmsolutions.com
404-936-8677
Skype – stanfriedman1

Kit Vinson
FranMan Inc.
kit.vinson@franman.net
214-736-3939 x 101

Books Mentioned in the Episode:

Traction
Gino Wickman

The E-Myth
Michael Gerber

Seven habits of Highly Effective People
Stephen Covey

Spin Selling
Neil Rackham

The Physics of the Impossible
Michio Kaku

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Art Coley talks about how to develop a franchisee recruitment system that will attract higher quality franchisees to your system.

Art is the CEO of a company called CGI Franchise, right here in Texas.

Art has served as President of a nationwide children’s technology education franchise where the brand had double-digit sales growth, opened a record number of new franchise territories, and was launched in the U.K., Australia, and Canada.

With a decade of global leadership and sales positions, he has been responsible for driving system-wide revenues and overall business operations for Top 200 franchise brands including a turnaround role in 2012 as the President and CEO for AlphaGraphics.

Art accepted the President and CEO position in May 2015 with Franchise Source Brands International, which owns several brands including: The Entrepreneur-s Source, AdviCoach, and ZorSource. Art is considered one of the top franchise development professionals in franchising.

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TOPICS DISCUSSED IN THIS EPISODE:

• What is the founder’s trap that keeps many small business owners from growing to their Business? Becoming royalty self-sufficient needs to be a franchisor’s #1 goal at first.
• Most franchisors never understand that franchise recruitment is a separate business that requires a separate skill set.
• The value of a franchised business in not built on selling franchises, the value is based on unit economics.
• Traditional franchise recruitment systems – what’s good about them – what’s bad about them?
• What do you mean when you say “Disillusioned” franchise system?
• Franchising Statistics:
  • 9% of all franchisors have ever made it past 200 locations
  • 20% have ever grown past 100+ units
• The secret to franchise recruitment is having a system and implementing the system properly
• What is Recruitment Operating System all about?
• Discovery Culture versus Sales Culture – what does that mean?
• Why is ?Executive Buy-In? so important to a successful franchise recruitment system?
• Building a recruitment operating system isn’t for a bunch of wimps!
• What are the 4 Pillars of the ROS System?
  • Lead Generation
  • Pre-Discovery
  • 8 Step Discovery Process
  • On-Boarding
• Any franchisor who is not doing some sort of Discovery Day is making a massive mistake.
• Managing the handoff to Onboarding ? Why is that important?
• When there is no communication between Onboarding and Recruitment teams, the quality of the new franchisees will never improve.
• What are the three phases of the discovery process? What do they mean?
  • Vision
  • Grind
  • Angst
• What are some of the key metrics that every franchisor should be following regardless of what recruitment system they use?
• What is situational leadership and what role does that play in the recruitment process?
  • Unconscious Incompetence
  • Conscious Incompetence
  • Unconscious Competence
  • Conscious Competence
• What role does a good CRM play in the recruitment process?
• Communication is key in every organization, but you say that communicating with existing franchisees is really important. Why?

Art Coley
www.cgifranchise.com
acoley@cgifranchise.com
281-658-9409

Kit Vinson
www.franman.net
kit.vinson@franman.net
214-736-3939 x 101

Books Mentioned in the Episode:
Scaling Up
Verne Harnish

Lessons Learned ? Wisdom Gained
Harish Babla

Empire of the Summer Moon
S.C. Gwynne

E-Myth
Michael Gerber

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