Franchising & Licensing, 4th Edition

CHAPTER 10Developing Sales and Marketing Strategies at the Target Franchisee and Target Consumer Levels

At the heart of a successful franchise program are the viability and effectiveness of the franchisor’s sales and marketing strategies. In fact, most early-stage franchisors are quick to recruit an aggressive franchise sales force well before they hire other key management positions, such as in the areas of operations, administration, and finance. Despite this overall commitment to marketing, if you were to ask most franchisors in this country to show you a recent copy of their formal franchise sales and marketing plan, you would see a dumbfounded expression on their faces. When asked how they go about marketing franchises, most would respond, ...