Many franchise companies do not send the right message to their potential franchisees. This is partly due to over-regulation and the intensity of litigation in the industry. Smaller franchisors are generally the most affected by these factors, and consumers or buyers of your American Dream seem to feel slighted by the impersonal approach. The sales departments of many franchise companies walk a fine line between disclosure laws and the information they are allowed to give to potential franchisees. This immediately causes friction. To alleviate this problem, smaller franchisees should send a more personal message on behalf of their founder to reassure prospects that they care. Below is a sample letter from our company, The Car Wash Guys, http://www.carwashguys.com, which they have used to allow our prospects to see through the legal quagmire created by regulatory bureaucracy and car wash attorneys. franchises in their rush to sue. Franchisors I recommend that you copy this article, read the letter several times, and put it in your own words so that it conveys how you really feel, be honest, and understand that your prospect needs to know that they are more than a number.
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Dear potential franchisee,
I want to personally thank you for inquiring about this franchise opportunity. Chances are, you heard about us from a satisfied customer or one of our team members. I hope this packet provides you with enough preliminary information to help you determine if you are truly interested in owning your own business.
As you may or may not know, owning your own business is not always a piece of cake. It often takes more time, energy and dedication than working for someone else. It is very rewarding and gives you a personal satisfaction that you may not have found in your work. We are looking for winners. I don’t think you’ll meet a more supportive, loyal, or energetic group of people anywhere else. Our team is the greatest.
I am very proud of what we have achieved in the last twenty years. As you read through this packet, you’ll see why we say “This isn’t just a company, it’s a concept!” We would love to have you as a team member if you are willing to; if you’re ready to make it happen.
I suggest that you review this material with your family members. Make sure they are 100% behind you. Your family is your #1 team and when you join our team, you will be a point of power that unites both groups. Make sure it fits well.
I don’t want to be seen as someone who only sells ‘franchises’. That’s not my intention. This is not a get rich quick scheme and I am not doing this just for the money. I have designed this business as if I were going to wash all the cars personally. I asked myself “What would I want in a franchise?” And that is
exactly what I have structured. I don’t want to pressure you, rush you, or push you into anything that isn’t right for your situation. Only you and your family know what is best for your future.
After reading this information, you will probably have questions. You can call me at 1 – (800) – Fran – quicia or send me the attached questionnaire or send me the postcard to find out first-hand what it is about. If you’re not ready yet, that’s okay. We still love you as a happy car wash customer. You can feel confident knowing that your ‘Car Wash Guy’ is a quality individual who cares about service and community and is committed to being #1 in his field.
Thanks again for your inquiry and tell a friend. After all, we built this company on “word of mouth.”
Sincerely,
The founder
Please complete and mail me the attached confidential questionnaire. If you qualify, we will contact you for a personal meeting.
