I recently read an article in Franchising World magazine that spoke about “The Psychology of Healthy Franchise Relations.” I took some important points from this article and thought of how this can also be applied to a Franchise Consultants’ candidate relations. By using “Seven Principles to Build Positive Relationships”, you can build relationships where you are getting referrals and great Candidate reviews of your Consulting services.
Psychology by definition is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. Notice how it says “affecting behavior”. Purchasing a franchise or business opportunity can bring about a plethora of emotions and can be challenging to keep your Candidate motivated through the difficult hurdles that can surface. How can we improve or achieve healthy Candidate relations?
We achieve it by making sure that our psychological connection with our Candidate is strong. The “Seven Principles to Build Positive Relationships” will assist in generating these strong, sustainable relationships. “Our team of psychologists at the Franchise Relationships Institute has been studying the factors that drive advocacy, commitment and engagement for more than 20 years”, says Greg Nathan, CFE, registered psychologist and founder of the Franchise Relationships Institute. He describes the seven significant findings below and explains that these findings are also aligned with the “latest science on the psychology of positive relationships.”

1. Look beyond profitability to explain satisfaction. Most of our Candidates are motivated by money, no doubt. Yet, profit is only one benefit of owning an Opportunity. “Other needs, such as those covered below, must be taken into account. While an unprofitable franchisee will probably not be happy, the assumption, ‘If they are making money they will be happy’ is not necessarily true.”
2. Focus leadership messages on promoting optimism. An important role of a Franchise Consultant is to be a leader and promote a sense of confidence in your Candidates. “Optimism drives positive attitudes and behaviors.” The Candidate must feel that you are taking them to “a better place”.
3. Be firm and consistent with brand standards. Franchise Consultants have a brand; a reputation to uphold. Top performers will agree that they have a firm process and deliver quality service with value-add to their Candidates’ opportunity search. Having high standards for your brand will result in happier clients who send referrals based on their satisfaction with your services.
4. Pay care and attention to how change is introduced. Hurdles surface that impact the Opportunity search and can change direction very quickly. Be cognizant of how a change of direction can affect the emotional well-being of a Candidate. “Effective communication during times of change… will directly impact [Candidate] commitment to the change.”
5. Treat [Candidates] as respected [clients]. “Possibly the most important of all human needs is the need to be taken seriously. We all want to be valued and appreciated.” Most disputes or disagreements arise due to a “lack of consultation.” Consultation = listening to others.
6. Encourage connection and pride. A non-monetary benefit of purchasing a franchise or business opportunity is that you are not alone in your business. “Three of the top five themes relate to a sense of belonging, not surprising given the need to belong is such a powerful human instinct. These themes are ‘Having a sense of connection to the brand and culture; networking with other franchisees; and having the opportunity to interact with customers and staff”.
7. Don’t hide from brutal facts. People have a good ability to detect when someone is being dishonest with them or when they are not being given the whole truth. Even if the news is bad (really bad), “those who communicate in an honest and frank manner are inevitably rewarded with greater trust.”

This was my deconstruction of the following article in the latest issue of Franchising World. To read the entire article, which discusses how Franchisors create productive franchise relations, please use this link and go to page 31-32.