Franchise Update Magazine Issue II, 2013 - Page 64

Grow Market Lead 62 Sales smarts By Marc Kiekenapp Responsible Disclosure Make your FDD a more powerful selling tool F ranchisors constantly strive to attract more franchisees who are similar to their top-performing operators. To achieve this, they must take the time and effort needed to pull together the information they can use to build a franchise development program that attracts interest, and then recruit the top candidates to sign with their concept. Candidates today are seeking franchise opportunities that meet their financial goals and increasingly view franchising as an investment vehicle. Today’s candidates want more information sooner in the process if they are going to proceed to investigate your brand. Franchisors need to get that information to them clearly and quickly through “responsible disclosure” in the FDD. One of the main points of resistance to disclosing financial information about the company units, multi-unit, or franchisee groups