franchisee Archives - Dr. Ivan Misner®

In this video, I discuss a recent e-mail I received from a friend and colleague which really surprised me and made me realize that sometimes things which I think are totally and completely self evident to others may not actually be obvious to some people at all.

In my mind, it’s completely clear and non-debatable that that the customer is the most important entity when it comes to the success of any given business. Realistically, however, it’s quite common for business owners to get caught up in the aspects of business they think take precedence over everything else when challenges arise and it’s easy to forget that the most important aspect of business is ALWAYS the people paying for the service.

In this short video, I explain why, in business, the customer is hands down the most important player in the game. It’s not that the customer is always right–believe me, they’re not–but without the customer, you have no business. If you are conducting your business with the belief that you, your business partners, your franchisor, your vendors, or anyone else is more important to your success than the customer then, I hate to break it to you, but that belief is absolutely bunk. Even the legendary Henry Ford acknowledged during his lifetime that the customer is the ultimate key component in business–watch the video now to see what he had to say about this topic and, also, I’d love to hear your thoughts on this topic so please leave your feedback in the comment forum. Thanks!

I had a conversation with a franchisee a few weeks ago and I’ve been thinking about it for some time since. We were talking about a marketing strategy that has proven to be very successful for many franchises within his company for many years.

When I asked the franchisee why he wasn’t participating in the program he said, “I don’t want to do that. I don’t think it works.” I said, “Really? The top three franchisees around the country use it– just what about the technique is it that you don’t think works?” He said, “I think the technique reduces client retention.” I pointed out that the retention of the top three franchisees mentioned above was HIGHER than the client retention of his franchise. He said “Yeah, but I just don’t think it would work in my area.”

I still can’t believe he really said that. This is an intelligent individual who gave me one of the lamest answers I’ve ever heard for not doing something that works.

The bottom line is that the marketing strategy in question is in fact, hard work. I believe that he just didn’t want to do all the hard work necessary to implement the strategy and he rationalized his position with half-baked excuses.

When a strategy works in many places and yields big results then all the excuses in the world for not implementing the strategy are just that–excuses!

Have you ever had a conversaton with someone like this? If so, I’d love to hear about it and find out out how you handled it.