How to Make Franchisers Fall in Love with You, the Business Person

You want to run an auto body shop franchise. You've done your research, studied Web sites and annual reports, read up on the company in journals, and have a good idea of what franchising is all about. You get great news: MAACO wants you to come to headquarters and meet with their executives before they give you the OK. These folks hold your future in their hands. You want to make the best possible impression. What do you do? What do are they looking for?

To start, most franchise companies know what their ideal franchisee is going to be like. This profile shows up in their marketing and advertising materials. Profiles vary, naturally, between different companies, depending on their product and their goals. If you get invited to the corporate office, you've already met the core requirements. In addition, franchisers want to know that you can work within their proven system. Don't go in with a long list of ideas of how to improve the company. Show that you believe in their system as well as their product-they've worked long and hard to perfect it.

Franchisers also want you to be a good representative. Wear a suit to the interview unless you are specifically told to wear "business casual." Be sure you're clean and well groomed. Have a firm handshake-no dead fish and no bone crushers. Show them that you understand their industry. Do your research ahead of time so that you can ask good questions and make informed comments. Do you know who your competition will be?

Do you know the market demands of your area? Show them that you are already thinking like a member of the team. Demonstrate that you know your franchise unit inside and out, from the location to the napkin dispensers. If you are involved with your community as a volunteer or leader, talk to them about what you do, why you do it, and what it has taught you about your community.

Other tips:

Franchise companies want to know that you have some basic business skills. While franchisers will put you through an intensive training program in their own methods, you'll stand a better chance of being chosen if you can demonstrate that you already have some business acumen. Let them know about those MBA courses you've taken or the time you've spent as a manager for other companies.

Money talks. Show the franchiser that you can afford the investment. Talk about which lenders you're working with, how much money is coming from your own savings or friends. Franchisers want to feel certain that you can handle the financial investment.

You've already done your own internal evaluation to see if franchising is for you. While the franchise executives are sizing you up, be sure that you're sizing them up as well. Do they seem approachable and businesslike? Do they want to establish a good rapport with you? Ask questions about the how the company interacts with the franchise owners, what sort of background the higher ups in the company have, whether they have been franchisees themselves.

Listen carefully to the answers. Pay attention to your instincts-watch for "red flags," behavior that seems dismissive or inconsistent. The interview process is a time for both parties to get to know each other and decide if they want to do business together.