Tracking franchise applications is not always smooth: sometimes a lead is contacted too early, or it is lost due to lack of follow-up, for example. However, there is a simple solution to ensure effective franchise candidate management: a CRM. We explain how optimized management of your applications can be the cornerstone of successful development and effective network engagement.
What is a CRM for franchising?
Customer Relationship Management, also called CRM in English, is a software or online solution that allows you to track interactions between your network and franchise candidates or your franchisees. Collecting and organizing this data, regardless of its type, enables you to monitor the progress of your candidates and make the most relevant decisions for the development of your network. This information sharing ensures that teams are perfectly aligned.
Centralize your franchise candidate data with a CRM
Using a CRM centralizes all your lead data: contact details, interaction history, documents, etc. Quickly find all the information you need about a potential candidate in one place. With a CRM, your development teams have easy access to all the data, anywhere, anytime.
With the collaboration of all the stakeholders involved in developing your network, the collected information is continuously updated, most of the time automatically or manually when needed. The time savings are considerable! No matter where your leads come from, they are all gathered in your CRM database. Espagnol :
Master candidate tracking by streamlining the recruitment process in your CRM
Integrating a CRM into your recruitment process requires you to take another look at each stage and reassess them. What are the steps a candidate currently goes through, from initial contact to the opening of their point of sale? Why does each stage exist, and what is its purpose? Is there a different way of operating that could make the candidate’s progression smoother until they become a franchisee?
Rethink and standardize the progression of your candidates to make it seamless. Then integrate the reviewed stages into your CRM tool. The actions to be carried out at each step are now clear, explicit, and embedded in your management system. Your development team knows exactly what action is expected, when, and for which candidate.
Automate certain processes with your franchise-dedicated CRM
Without using a CRM, there is a risk of forgetting certain steps. Imagine a candidate waiting for a document to sign. Two days, three, a week... The recruitment process stops here due to a lack of follow-up.
With a CRM solution, sending documents, opening accounts, or organizing an immersion day are all automatic! Once the candidate has completed an action that closes a stage, they systematically move on to the next one, without any manual intervention on your part. You save valuable time.
Keep and focus the human touch where it is needed with a CRM
The most common concern expressed when automation is introduced is that it distances the human aspect from a process where it should remain central. On the contrary, automation makes it possible to focus on the elements that require the most human involvement: relationships and communication.
Introducing a CRM tool into the recruitment process allows teams to spend more time where it is needed. The exchange usually begins at the first sign of interest from a franchise candidate. A form filled out on the recruitment website? The contact is automatically created in your database, a first message can be sent, and a meeting automatically scheduled at a time when you are available. All that’s left for you to do is engage with the candidate.
Recruit franchise candidates, sure, but what comes next?
The value of a CRM does not end right after opening a new location. On the contrary, it is only the beginning of the available features. A CRM dedicated to franchising will also allow you to manage and engage your network.
Once again, the advantage of introducing a CRM into your business organization lies in centralization. This element is, as we know, particularly important for franchises. The idea of being able to send the same message at the same time to all your franchisees in the field is appealing. Orders, engagement, reporting… Send what you need, to whom you need it.
In the same way, the news from your franchise network can be delivered in the form of a feed, working similarly to social media.
Statistics and rate tracking made easier with the franchise CRM
Tracking your performance indicators is essential for effective network management. By identifying gaps with the set objectives, a franchise can determine the most relevant areas for improvement. A CRM allows you to maximize your potential by providing on-demand statistics.
Conversion rate, contract signing cost, data at each stage of the franchise recruitment process… Your tracking can be consulted at any time. You now have reliable benchmarks to optimize your network year after year, for example.
What are the results of franchise networks that use a CRM?
A CRM is, above all, a time saver. With Cerca, a franchise network saves on average 17% of the time on contract signing, while the cost of this signing decreases by 19%. The conversion rate, meanwhile, increases by 26%. In short, everything is under control and optimized in real time.
Franchise candidates are at the very center of your network’s development. To give your franchise the best chance of success, the candidate must feel confident, supported, and guided.
This is exactly where the CRM proves its value: collecting, organizing, and analyzing your candidates’ information to ensure they feel supported all the way through to their decision.
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