How Do You Build Trust With Franchise Candidates?
Berkshire Hathaway CEO Warren Buffett once said, “Trust is like the air we breathe – when it’s present, nobody really notices; when it’s absent, everybody notices.” This poignant statement reflects Buffet’s legacy. He has built a career based on virtue. He is known for creating a trust-based workplace and is considered one of the world’s most beloved business billionaires.
Even if you’re not a big-time finance mogul like Buffett, trust is still the key to making any business successful. After all, no one wants to work with someone who is dishonest. According to PwC’s 2023 Trust Survey, 91% of business executives say their ability to build and maintain trust improves the bottom line.
Trust is a critical element in the success of a franchise, starting with the relationship between the aspiring franchise owner and the franchisor. Consider this quote from the great Zig Ziglar, “If people like you, they will listen to you; but if people trust you, they will do business with you.” Since a franchise is one of the biggest investments a person can make, building trust with franchise candidates is vital. Many people change careers and put all their life savings into a franchise purchase. So, how do franchisors earn their trust? Franchise experts from different areas weigh in on building trust with franchise candidates.
Bottom Row, from left to right: Matt Motyka, Storm Miller, Cary Tober
Chip Baranowski, ComForCare
“Be authentic, honest and educate your prospect.” —Chip Baranowski
Noelle Burak, Kitchen Guard
“When working with candidates, the best way to build trust is to listen. Once a question is asked, listen to what the candidate is saying. Engage them based on the answers they provide. Do not get distracted by outside noise; lock in on the candidate alone.” —Noelle Burak
Marisa Kochnover, sugaringLA, REP’M Group
“Building trust with my candidates is the cornerstone of successful partnership, particularly with an emerging brand like sugaringLA. It’s essential that we consistently offer transparent communication, a shared vision for growth and a commitment to mutual success. Trust is not merely an outcome of our process; it becomes the foundation upon which we build a thriving franchise network.” —Marisa Kochnover
David Luke, Safer Home Services
“In order to build trust with candidates, you must be someone who is worthy of trust.” —David Luke
Matt Motyka, Clintar Commercial Outdoor Services
“Building trust with your candidates is priority No. 1. You need to be authentic and show them you genuinely care about them and their goals. This is a people business, and we all know that people want to be heard, respected and provided value for their time.” —Matt Motyka
Storm Miller, REP’M Group
“Building trust with a candidate is crucial from the first call. Laying out a clear discovery process, ensuring that the candidate follows that clear process and making sure that your candidate understands at what points in that process their questions will be answered adds an abundance of credibility to the reputation of the franchisor/development organization.” —Storm Miller
Cary Tober, REP’M Group
“To build trust with franchisee candidates, I like to explain the emotions most new entrepreneurs experience right before making any big decision …. like signing a franchise agreement.” —Cary Tober
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