WF-15.9

WHITE COLLAR POWERBRANDS 22 WHAT FRANCHISE | ISSUE 15.9 ccountancy, estate agency, recruitment, business advice, training, business services, energy auditing, marketing. What’s the link? They all count as white collar franchises. While the term ‘white collar franchising’ is slowly being superseded by management or business services franchising, it still has a use. So if you’re considering buying a franchise in this sector, here are some pointers about what kind of franchises are available, what franchisors look for and some things to be aware of before you start. A SMART SUIT IS NOT ENOUGH In white collar franchising, it’s tempting to think that qualifications, skills and experience in some kind of office- based career, plus a smart suit and a firm handshake, is enough. But it’s not as simple as that. Not everyone who works in a white collar job has what it takes to be a successful white collar franchisee. Many accountants, estate agents, bankers and insurance specialists possess the business skills and experience required to become professional and management franchisees, but that doesn’t automatically mean they have the ambition needed to set up their own business, even with a franchise. Most are perfectly happy to remain working as employees. That’s why, when seeking white collar franchisees, franchisors prioritise attitude over experience. THE IMPORTANCE OF ATTITUDE Julie Waites, partner at franchise consultancy The Franchise Company, says: “White collar franchisors in particular look for good communications skills, self motivation and the ability to self manage, plus a track record of staff management skills. But most crucially, they look for the right attitude because that is vital in making a success of a franchise. “From a franchisor’s point of view, lack of skills or experience usually can be overcome by training and support, but trying to change a franchisee’s attitude is very hard.” The 2018 British Franchise Association NatWest franchise landscape report found that the fourth most common reason for franchisors failing to grant a franchise to a prospective franchisee is because they ‘seemed to be just buying a job’. Some would-be white collar franchisees were likely turned down for this reason, even though they had many of the other skills the franchisor required. As Chris Wootton, managing director of the Poppies cleaning franchise, whose franchisees manage teams of cleaners, says: “Franchisors do not want franchisees who constantly need telling what to do. “We look for people with the right attitude to run their own business, the capacity to forge, maintain and manage relationships with both cleaners and clients and the resilience to deal professionally with any issues that arise. If they have the right attitude and resilience, we can train them in everything else, such as bookkeeping, business planning and payroll.” HOW YOUR TRANSFERABLE SKILLS HELP Many franchises can help you break into traditional white collar sectors, such as accountancy and law, without any previous experience or qualifications within those industries, provided you have relevant transferable skills. A What you need to succeed as a management franchisee. Plus three people who already have WORDS BY LINDA WHITNEY THE AUTHOR Linda Whitney writes about franchising for the Daily Mail, What Franchise and many other publications “When seeking white collar franchisees, franchisors prioritise attitude over experience” LEADERS WANT ED