New Retailer Appointment
New Retailer appointments are so
important - that's because a Manufacturer is seeking to appoint the most appropriate prospect that will
represent their franchise professionally and be an effective long-term partner.
Arguably, the most important element in appointing a New Retailer is being able to observe, listen
What does the prospect’s business say about them just by observing the external and internal appearance of their
business and how staff interact with one another?
Listening to what's actually being said is so important, but also listening for things that are not being said
is equally important.
Asking sensitive and searching questions in the most unobtrusive way is vital if you are to
fully understand how the prospect manages their business.
Another factor is your 'gut feel' for the business. First Impressions are so important - if it
looks right and feels right, that goes a long way, but the bottom line is determining the financial strength of
the Company and this is where the financials play a vital role in determining how far discussions
Honesty is always the best policy. I remember meeting a couple of young guys who operated a very simple but
extremely profitable used car business in the Midlands. Their accounts system included two hard-backed
books; one for 'Vehicles In', the other for 'Vehicles Out' and the profit they were making was
After talking to them for a short while I asked them - are you sure you really want a franchise? You
will need a DMS, submit Composite figures each month, have the existing site totally refurbished,
install corporate signage, comply with Minimum Standards, attend Training and have regular meetings with
the appropriate Field Staff?
They immediately agreed me! Better they stuck with their Used Car
That was the right decision for both parties.
Is your Retailer Appointments process effective at appointing the best
Author: David Inglis
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