Don Boroian Article

Quality Prospects for Franchisors
Some of you might have heard a rumor that QSR is planning to debut an annual publication devoted to the topic of restaurant franchising. It is no rumor --- this publication, cleverly titled Restaurant Franchising, will in fact be published for the first time in March 2006.
In doing our background work for this new venture, we’ve spoken to many folks in the industry, but perhaps none was so passionate about the subject of franchising --- and specifically of doing franchising right --- as Don Boroian. In addition to being the founder and chairman of Francorp, Boroian is the author of several books on franchising, an arbitrator and mediator for franchise disputes, and an expert witness who has testified in more than 80 franchise lawsuits. When it comes to disputes between franchisees and franchisors, the majority of the problems he sees are with people who should never have been sold a franchise in the first place. “They didn’t have the skill set to be a franchisee,” he says.
If you’re a franchisor, that’s not a position you want to find yourself in. So, as you sell franchises, how does Boroian suggest you make sure you’re selling to the right people?
First and foremost, understand that franchising, at its best, is not a sales process --- it’s a selection process. When you run an ad, for instance, you’re not looking to attract warm bodies so you can feel good about how many franchises you sold. You want to attract the right kinds of people to begin with.
Part of that means carefully choosing the outlets where you seek prospects. The landscape is littered with publications and web sites that will match would-be franchisees with franchise opportunities. And while some of those outlets do generate a significant number of leads, there’s a good chance many won’t be qualified. So, as a first step, look for quality prospects in places where they’re going to be.
Then, too, there’s the message you approach prospects with. If you use phrases like “low investment,” “no experience necessary,” and “guaranteed success,” you might get lots of leads, but they’re more likely to be unqualified. Instead, go with a message that honestly lays out what you need in a quality franchisee and invite them to contact you if they meet the profile.
That’s a longish way of saying do your work on the front end, and the results will be better on the back end.
Or, as Boroian puts it, franchise sales isn’t “a hunt for suckers.” It’s an expansion program, in which you grow by recruiting people who are properly qualified --- personally, operationally, and financially --- to be able to trust with your baby.
For more information about Restaurant Franchising, please contact Greg Sanders at greg@qsrmagazine.com or by phone at 919.489.1916 ext. 125.