Lead the Category!
The Secrets of Franchising and Business Success
by
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1. Deliver on a Specific Promise
Category leaders do not have fuzzy mission statements about providing customers with a great or quality product, with great service at a great or reasonable price.
Rather, they focus and deliver on a specific promise to their customer. At American Leak Detection, our promise is to show up on time, in uniform, find the leak non-invasively, and then clean up before we leave.
Takeaway: Are you focusing and delivering on a specific promise to your customer?
59. Best Definition of Franchising
Some define franchising as a means of distributing a product or service. Others define franchising in the context of a franchisor licensing its name and system to a franchisee in return for fees.
But, the best definition of a franchising: a relationship between the franchisor and franchisee to service a customer.
Takeaway: For a franchisor and franchisee to have an effective relationship, they must understand that their common purpose is to ultimately serve another.
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About the Book
What are the secrets of franchising and business success? And how do you become a category leader? This book contains winning strategies, practical thoughts and easy to implement techniques on becoming the leader in your category.
Valuable information about…
● The problem with your mission statement
● Why transparency is not your goal
● What “jail breaks” have to do with your franchise relationship
● The three rules of employment
● The sure-fire rapid advancement strategy
● Why you should be concerned if you are taking care of your numbers
● The characteristics of great category leaders
● The best definition of franchising
● Why you should forget trust, sort of
● Why (+1) + (-1) does not equal 0
● What empty airline seats have to do with your business
● What to do if your franchisees have formed an independent franchise association
● The franchise convention success formula
Learn the secrets of franchising and business success and Lead the Category!
About the Author
STAN BERENBAUM is president and CEO of American Leak Detection Inc. As an attorney, author, speaker, and business and franchise executive, he has helped companies thrive as category leaders for more than fifteen years. He and his family live in Palm Desert, California. Visit him online at www.stanberenbaum.com.