Does Your Franchise Sales Process Reflect Your Culture and Values?
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Does Your Franchise Sales Process Reflect Your Culture and Values?

In 1982, when Jean Griswold opened her first non-medical home care facility, her mission was simple and clear: to help people in need by providing extraordinary care at affordable rates. She aimed to keep her expenses as low as possible and pass on the savings to clients, and to attract the best caregivers by offering higher wages and screening them carefully before matching them with clients.

Two years later, in 1984, she began franchising, first as Special Care, then as Griswold Special Care, spreading the brand outward from the Philadelphia area where she lived. Her husband joined the company, and later, so did her son. In 2009, when she retired and sold the company to private investors, the brand had about 90 territories. Today it has 141 franchisees who own 250 territories in 32 states.

Following the tradition laid down by its founder, today Griswold Home Care is looking for something special in its franchisee candidates. "Every person we bring in wants more from life than just creating profits in a business. We need to see that in them," says Mike Magid, vice president of franchise development. "We like to say our franchisees are not just looking to feed their pockets, but to feed their souls. That's the culture we live."

One reflection of that culture can be found in the "Six Step Process" document the company provides to its franchisee candidates. It not only summarizes the franchise sales process clearly and succinctly, providing a guide for the steps to come, it also sets a tone that reflects the company's values and culture, with language carefully tailored to attract the types of people the brand is seeking. The words are caring, supportive, positive, and clear. The primary focus is not on how great the company is, but on the candidates - their questions, concerns, and how the system can help them achieve their goals.

In terms of best practices, how does the following compare with your franchise sales or award process?

Griswold Home Care's Six-Step Process

Step 1 - Getting To Know You
During our first conversation, we will get better acquainted with each other to see if there is an initial match. We look forward to learning more about you and your aspirations for owning a business and you will learn about our history, mission, market, and vision.

Step 2 - Model Differentiators, Training, Systems, and Support
In this part of the process, you will learn about how to execute our unique model, our training program, and the various ways in which we support you in your efforts. In addition, this is where you learn about our cutting-edge marketing programs that will offer you a competitive edge. Our turnkey system for recruiting and retaining caregivers and our proprietary software application will make running your business easier than you ever expected.

Step 3 - Document Q & A
Everything you wanted to know about us will be covered in this in-depth session where we review the Franchise Disclosure Document. The business relationship, mutual expectations, and a detailed overview of financial expectations will all be covered in this step.

Step 4 - Executive Call
Enjoy a conversation with a member of our executive team. Our caring philosophy starts at the top and you will quickly understand how we became a leader in the non-medical home care industry.

Step 5 - Meet Our Franchisees
In this very important validation process, you will have the opportunity to meet some of our franchisees to learn about their experiences in the industry and with us. Since they have been in your position, they have a unique understanding of how you feel and they will be able to share their experiences with you.

Step 6 - Discovery Day
Come to our Corporate Office in Philadelphia and meet our personable and highly qualified team. Visit our flagship office and experience a "day in the life" of a Griswold Home Care owner.

Launching Your New Business
After you have moved forward, experience our world-class training at Homecare Academy, where you will learn every aspect of how to run your new business.

Published: November 6th, 2013

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