Q3 | 2008

Item19: Your Best SalesTool?

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COVER STORY

FPR: The New (Amended) Deal

The Rewards of Virtue

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Unfortunately, many franchisors flounder in direct-response recruitment advertising. Typically, their development efforts focus on improving their sales and media sources, with minimal attention paid to increasing ad performance.

Steve Olson

Here Comes Web 2.0!

Technologists busily reinventing the World Wide Web say franchises can look forward to an Internet where it will be much easier to collaborate, innovate, and to manipulate data and software on a wide variety of Net-friendly devices.

Joe Dysart

Crossing the Great Divide

A few weeks ago I found myself at a conference in New Orleans speaking to a few hundred college recruiters. The brands represented in the room were well-known: Shell, Geico, Valpak, Wal-Mart, Enterprise, Jaguar, Boeing. My topic was the tremendous disconnect between young people today and the companies that work so hard to pursue and attract them.

Jennifer Kushell

Show Them the Money

With the Amended FTC Rule mandatory as of July 1, Franchise Update asked franchisors in different industries, and of varying size and maturity, for their thoughts on the pros and cons of using Item 19 of their FDD as a sales tool. Short answer: great idea, and a real competitive edge—as long as the brand is doing well and you keep it legal. The devil, as usual, is in the details.

Eddy Goldberg

No More Excuses

The FTC's new Franchise Rule "permits a franchisor to provide information about the actual or potential financial performance of its franchise and/or franchisor-owned outlets." Does this mean it is game-on for providing financial performance representations (FPRs, formerly known as earnings claims)?

Darrell Johnson

Building a Better Breakfast Brand

"As a brand, people know Denny's," says Doug Wong, Denny's director of franchise development at the iconic, 56-year-old American breakfast franchise. "But they don't know who we are today." That goes for customers as well as potential Denny's franchisees.

Kerry Pipes

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Franchisors Can Help with Financing

In June, FRANdata published an e-newsletter titled, "It's Time To Start Helping Franchisees To Get Loans." Darrell Johnson, the research firm's CEO, wrote: "Franchisors must increase their attention to helping franchisees obtain needed capital. Since lenders make decisions based on perceived estimates of risk, then you must help them assess your brand's franchisor and system risk."

Eddy Goldberg

The

The Area Developer 2008 Multi-Unit Franchise Conference in Scottsdale earlier this year offered a vibrant kaleidoscope of franchise veterans gathered to share best practices. During the conference I had several discussions with franchisors that had used area representatives and area developers as an expansion strategy with varying degrees of success.

Marvin Storm

Closing More Deals in Tough Times

In today's uncertain economy, sales pros gain the edge by moving into their prospect's world. They probe, read, adapt, and outsell their competition by fully understanding and responding to how their candidates think and behave. Here are selling insights that may help increase your recruiting success.

Franchise Update Magazine

Keeping Financial Performance Claims Legal

Let there be no misunderstanding: financial performance representations (formerly referred to as "earnings claims" and referred to below as "FPRs") are powerful tools in the franchise sales process.

Rupert M. Barkoff