Potential franchise owners want to have as much information about a concept as possible prior to making a decision regarding licensing the brand.  As stated in my previous blog, franchisees are a great source of “front line” information regarding the franchise business that you are exploring.  Franchise concepts with a well defined recruiting process require you talk with some of their existing franchisees as you are nearing the end of the discovery process.  Franchise concepts with a less defined recruiting process may suggest you speak with their existing franchisees earlier in the discovery process, and may expect their franchisees to “sell the concept” for them.

Experienced franchise recruiters are respectful and protect their franchisee’s time and privacy.  Franchisees are very busy individuals as they build their businesses while maintaining the proper balance between work, family and other community activities.  Franchise recruiters want to ensure that their franchisees only spend time interacting with qualified candidates.  Often a password is utilized to signal franchisees that you have reached an important milestone in the qualification process, and the franchisee will speak more candidly with you.

No franchisee is obligated to talk to you. If they do so, it is strictly voluntary. If you are awarded the franchise, in the future, potential franchisees will be calling you, so please consider how you would want that conversation to be conducted as you call existing franchisees.  Please remember, the more pleasant you are, the more likely that they will be to talk to you.  Please understand, as you prepare for these calls, franchisees are not required to reveal their earnings to anyone. While they will want to help, human nature is to be relatively private when discussing income and earnings – especially to someone that they have never met before.

Having your questions formulated is key to having a productive validation call.  Consider the following guidelines:

  • Validation provides an opportunity for existing franchisees to meet and evaluate you as a potential franchisee. Franchisors will seek feedback from their franchisees so please make sure these conversations reflect you at your best.
  • Please respect their time and keep the conversations to a length of approximately 15-20 minutes. In order to address the points that matter most to you, please keep your list organized and in order.
  • Ask questions that build on the knowledge that you have already learned in the discovery process.
  • You should avoid questions about the Franchise Disclosure Document (FDD) and Franchise Agreement. While these are very critical documents, most franchise owners will not remember the content as the FDD typically collects dust on a shelf after operations are launched.

As you see from the guidelines, beginning the validation process prematurely may be detrimental and unproductive for both you and the franchisee.   The vast majority of  franchisees will be willing to schedule a time to talk with you, but they are very busy managing their businesses.  Work with your franchise recruiter to ensure this process is handled properly.  Your recruiter should have some basic guidelines and information that will take you through the process and make it both informative and enjoyable.