Scott Greenberg Author of The Wealthy Franchisee on Franchise Business Radio

July 24, 2021 00:32:26
Scott Greenberg Author of The Wealthy Franchisee on Franchise Business Radio
Franchise Business Radio
Scott Greenberg Author of The Wealthy Franchisee on Franchise Business Radio

Jul 24 2021 | 00:32:26

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Pam Currie

Show Notes

Scott Greenberg Author of The Wealthy Franchisee on Franchise Business Radio

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Scott Greenberg helps franchisees improve their leadership skills and grow their business. He’s the author of the book The Wealthy Franchisee: Game-Changing Steps to Becoming a Thriving Franchise Superstar. Below are some interview excerpts.

Currie:  What are the myths about why some franchisees succeed?

Greenberg:  It’s such an important thing to talk about because everyone is looking at the top franchisees to replicate. The problem is we make a lot of assumptions about them. Honestly, a lot of wealthy franchisees don’t know why they’re successful. I was hosting an awards banquet for a franchise system, and their best franchisees were on stage. I asked each one: “What did you do last year that made you succeed?” They said, we do a lot of marketing, we treat our employees well, we go out in the community. I mean, who isn’t doing those things, that’s not the secret to success. That’s the prerequisite…

Every franchise brand has stories of people who took over struggling locations and turned them around. So wealthy franchisees buy very mediocre locations, but they make them great. So, if you have a great location, it certainly can help. You want to fish where the fish are, right? You want to be close to the right demographic, but sometimes those locations aren’t available. So a good enough location is good enough, and wealthy franchisees prove this every day. That’s the first myth.

The second myth is that they’re slaves to their business. These great franchisees I interviewed take vacations and go to their daughter’s volleyball games, and they’re home for dinner. They don’t work hard as much as they work smart. So that is a myth that they have to be slaves to their business.

The final myth is that you have to have a passion for the business. I ran edible arrangements franchises. We did very well, but I have to confess; I’m not especially excited by fruit. What I did like is the celebration aspect, helping people celebrate important occasions. I think you have to appreciate and love something about the business, but it doesn’t mean you have to be passionate about frozen yogurt or pest control to be successful. There’s a lot of myths that are out there, and if we can replicate the right things – we can get results!

Currie:  Tune in to hear about the main things wealthy franchisees do that enable them to succeed!

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Episode Transcript

WEBVTT 1 00:00:04.639 --> 00:00:08.230 It's time for another episode of the Franchise Business Radio Show, broadcasting live their 2 00:00:08.269 --> 00:00:12.230 pro business channel studios in Atlanta, sponsored by franchise intellect. Knowledge of the 3 00:00:12.269 --> 00:00:18.109 franchise community for franchise selection. More Info at franchise intellectcom. Also made possible 4 00:00:18.190 --> 00:00:21.539 and hard by franchise dot city, a better way to buy a franchise. 5 00:00:21.980 --> 00:00:26.219 More Info at franchise dot city. And France, serve the world's largest franchise 6 00:00:26.300 --> 00:00:31.899 consulting and expansion organization. More Info at Frand servecom. Now here's your host, 7 00:00:32.020 --> 00:00:37.450 certified franchise consultant, Pamela Curry. Hello, this is Pamela Curry, 8 00:00:37.570 --> 00:00:41.810 the host of Franchise Business Radio, coming to you from the pro business channel 9 00:00:41.890 --> 00:00:47.009 studios in Atlanta. Just to reminder for our listeners, the franchise business radio 10 00:00:47.130 --> 00:00:53.479 show is mission is to have a platform to bring together franchise professionals to connect, 11 00:00:53.920 --> 00:00:59.840 educate and collaborate to serve the franchise community and those considering franchise ownership. 12 00:01:00.320 --> 00:01:03.829 And today I'm very excited about the guests that we have on the line, 13 00:01:03.870 --> 00:01:08.349 and the reason is is because this is a topic that I frequently bring up 14 00:01:10.069 --> 00:01:15.549 to many candidates and clients that I'm working with who are considering franchise ownership, 15 00:01:15.870 --> 00:01:21.900 and the topic is this. There is always a performance gap within a franchise 16 00:01:22.019 --> 00:01:26.579 system and it's very important as a franchise e to understand why, and that 17 00:01:26.859 --> 00:01:32.180 is going to be a key topic that we are going to be exploring today 18 00:01:32.819 --> 00:01:37.810 with our guest, Scott Greenberg. I'd like to give a little bit of 19 00:01:37.849 --> 00:01:42.329 background on Scott and then we'll go ahead and get into the interview franchise experts. 20 00:01:42.409 --> 00:01:49.400 Scott Greenberg helps franchise these improve their leadership skills and grow their business. 21 00:01:49.519 --> 00:01:53.959 For more than two decades now he has worked full time as a speaker and 22 00:01:55.159 --> 00:02:00.040 franchise performance coach, giving presentations in all fifty states and throughout the world with 23 00:02:00.239 --> 00:02:07.549 franchise clients that include McDonald's, great clips, anytime fitness, Windham Hotel Group, 24 00:02:07.670 --> 00:02:14.389 Remax, smoothie King and countless other emerging midsize and large franchise organizations. 25 00:02:15.069 --> 00:02:21.979 Scott specializes in the human elements of franchise operations. That include franchise Z mindset 26 00:02:22.340 --> 00:02:28.340 and the brand culture, Employee Management and coaching, and customer experience and retention, 27 00:02:28.379 --> 00:02:32.729 all very important in order to be a successful franchise. Z. Scott, 28 00:02:32.849 --> 00:02:37.210 is my understanding, for the past ten years you've been a multi unit 29 00:02:37.370 --> 00:02:42.610 franchise Z with edible arrangements. Yeah, I've actually sold them a few years 30 00:02:42.610 --> 00:02:46.319 ago, but for a little over a decade I had to edible arrangement franchises 31 00:02:46.439 --> 00:02:50.680 here in southern California whole. But what a proven track record you had there, 32 00:02:50.680 --> 00:02:54.360 because in addition to that, you were you actually built a top rank 33 00:02:54.479 --> 00:03:00.469 flagship located in Los Angeles. This my understanding that you acquired a second struggling 34 00:03:00.550 --> 00:03:06.349 location and made it profitable within the first year. Yeah, that was the 35 00:03:06.430 --> 00:03:09.030 real test of what we knew. Very impressed. Work well, Yep, 36 00:03:09.909 --> 00:03:15.819 and your operation. You won the edible arrangements best customer service and manager of 37 00:03:15.860 --> 00:03:21.419 the reward out of a thousand locations worldwide. Congratulations to you. Thank you 38 00:03:21.460 --> 00:03:23.780 very much. And you sold, like you just said, your enterprise in 39 00:03:23.860 --> 00:03:29.129 two thousand and fifteen and now today your focus is full time on speaking, 40 00:03:29.289 --> 00:03:32.810 coaching and writing for the franchise industry. Scott, it's my understanding that you 41 00:03:32.849 --> 00:03:37.650 are the author of a new book. Would you like to share the title 42 00:03:37.689 --> 00:03:40.639 of that book? Well, since you asked, yes, it's called the 43 00:03:40.759 --> 00:03:47.719 wealthy franchise game changing steps to becoming a thriving franchise superstar. Wonderful add and 44 00:03:47.919 --> 00:03:53.439 obviously you are a vipn contributing writer for entrepreneurcom. So again, very excited 45 00:03:53.479 --> 00:03:57.789 to have you on the show and really looking forward to diving into some of 46 00:03:57.830 --> 00:04:02.469 these topics and and how we can help those franchise's in the community be more 47 00:04:02.509 --> 00:04:08.349 successful. But first things first. Tell us a little bit about your journey 48 00:04:08.389 --> 00:04:14.460 and Franchising. Sure, so, while before ever opening my first edible arrangements, 49 00:04:14.500 --> 00:04:18.019 I was already a professional speaker. was sort of more straightforward motivational speaking 50 00:04:18.060 --> 00:04:24.259 about leadership and resilience and peak performance, and it was going very well, 51 00:04:24.769 --> 00:04:27.930 but it did mean a lot of traveling, and so before I knew it 52 00:04:27.970 --> 00:04:30.930 I was married and we were starting a family and two things occurred to me. 53 00:04:31.009 --> 00:04:34.329 Number One, I didn't want to have to continue to travel as much 54 00:04:34.769 --> 00:04:38.410 to support my family. There's no point of supporting a family from not going 55 00:04:38.410 --> 00:04:41.680 to be with them. So the intention was never to quit speaking, but 56 00:04:41.800 --> 00:04:46.519 to maybe kind of downsize the speaking business a little bit. So that meant 57 00:04:46.720 --> 00:04:49.040 getting another stream of income. The other thing was that I thought a lot 58 00:04:49.079 --> 00:04:54.389 of motivational speakers. They quote other motivational speakers and they read other books, 59 00:04:54.629 --> 00:04:58.110 but they haven't actually done anything themselves, and I didn't want to be one 60 00:04:58.110 --> 00:05:00.149 of those people. I wanted to be able to be in the the weeds, 61 00:05:00.310 --> 00:05:03.389 have some real experience and find out what's really what really works, what's 62 00:05:03.430 --> 00:05:08.100 true and what our cliches. And so for me, the idea of opening 63 00:05:08.139 --> 00:05:11.819 a business was meant for it to be as much a leadership laboratory as it 64 00:05:11.980 --> 00:05:16.220 was a stream of income. And Franchising was appealing because it's more scientifically sound. 65 00:05:16.379 --> 00:05:19.620 You can look at all these locations doing the same thing. If I 66 00:05:19.699 --> 00:05:25.689 could identify the variable that was associated with performance, well then not only would 67 00:05:25.689 --> 00:05:27.970 I learned how to grow my business, but I could use it to help 68 00:05:28.050 --> 00:05:32.490 other people grow theirs. So it's on airline magazine ad for edible arrangements and 69 00:05:33.009 --> 00:05:36.959 before I knew it I was on a plane for a discovery day and started 70 00:05:38.040 --> 00:05:43.639 writing lots of checks and citing an agreement and began a tenure journey in the 71 00:05:43.680 --> 00:05:46.920 franchise world while still speaking, and then that evolved into franchise speaking. So 72 00:05:47.360 --> 00:05:50.829 suddenly I was exposed to a lot of other franchise brands and I always interview 73 00:05:50.910 --> 00:05:55.870 franchise's before I speak, get their conferences, and so I've met a lot 74 00:05:55.910 --> 00:06:00.750 of franchise's and I've identified the patterns of the best of them, and that's 75 00:06:00.750 --> 00:06:03.620 what all my work is about, understanding what makes top franchise so great and 76 00:06:03.939 --> 00:06:09.620 how we can replicate their performance. Very cold identified the patterns and I want 77 00:06:09.660 --> 00:06:13.899 to talk about that as well. But before we do, you read the 78 00:06:13.939 --> 00:06:17.930 book the wealthy franchise. What is the wealthy franchise? Well, there I 79 00:06:18.170 --> 00:06:23.209 define it in three ways. Obviously you know there's a hook in the title, 80 00:06:23.250 --> 00:06:26.410 because what franchise doesn't want to make money and get wealthy? But there's 81 00:06:26.410 --> 00:06:30.009 a little more two of than that. So in chapter one I explain there's 82 00:06:30.050 --> 00:06:33.319 three criteria to be a wealthy franchise. The first one is that you're making 83 00:06:33.360 --> 00:06:39.000 good money for the investment that you've made. Now, how much is good 84 00:06:39.040 --> 00:06:42.399 money depends on you know where you live and what your expectations are, but 85 00:06:42.439 --> 00:06:45.879 ideally you feel good about how much money you had in your pocket a dinner 86 00:06:46.000 --> 00:06:48.269 compared to breakfast. So you should be getting a good financial turn in your 87 00:06:48.310 --> 00:06:54.149 investment. The second thing is is your time. You might have two franchise 88 00:06:54.189 --> 00:06:57.670 these are both making a hundred thousand dollars, but if one's doing it working 89 00:06:57.790 --> 00:07:00.230 twenty hours a week and the others working eighty hours a week, they're not 90 00:07:00.350 --> 00:07:03.819 the same. So the second criteria is that you're not a slave to your 91 00:07:03.860 --> 00:07:08.860 business, so you're in control of your time. And the third one is 92 00:07:09.060 --> 00:07:13.740 quality of life. I've met some people who hate their business and every day 93 00:07:13.779 --> 00:07:15.610 they wake up and they're just sick to their stomach at the idea of having 94 00:07:15.649 --> 00:07:18.850 to have this in their lives, and so I don't think we should live 95 00:07:18.930 --> 00:07:23.490 that way. So I've met a lot of franchise's or making good money who 96 00:07:23.889 --> 00:07:27.410 have balanced there, in control their time, and having your business makes our 97 00:07:27.490 --> 00:07:30.160 lives better. So you have to check all three boxes to meet my definition 98 00:07:30.279 --> 00:07:35.000 of being a wealthy franchise but many people do and it's truly something as possible 99 00:07:35.000 --> 00:07:40.839 to achieve. I like that return on investment money, time, being in 100 00:07:40.920 --> 00:07:46.350 control of your time and quality of life. Definitely, Yep, I think 101 00:07:46.350 --> 00:07:47.990 they're really important. And you know, the problem is those things aren't reflected 102 00:07:48.029 --> 00:07:51.149 in the profit last statement. When you look at the expenses, it tells 103 00:07:51.149 --> 00:07:56.629 you financially how much the revenues cost, but it doesn't show how many little 104 00:07:56.629 --> 00:08:00.300 lygue games and ballet recitals you missed and how many arguments you had with your 105 00:08:00.339 --> 00:08:03.339 spouse because you're so stressed out from the day. But those are costs of 106 00:08:03.379 --> 00:08:07.980 running a franchise, and so I really think that all three of those criteria 107 00:08:07.980 --> 00:08:11.819 are important to have longevity as a franchise. Very good plaint yeah, a 108 00:08:11.930 --> 00:08:15.930 business is not just about the money. There are a lot of other variables 109 00:08:16.250 --> 00:08:20.290 that have to be taken in consider into consideration. With with that being said, 110 00:08:20.449 --> 00:08:24.209 what what do you think? So are sort of, I guess, 111 00:08:24.209 --> 00:08:30.279 what I would consider to be the miss about why some franchisees succeed. We 112 00:08:30.439 --> 00:08:35.200 defunks some miss out there. It's such an important thing to talk about because, 113 00:08:35.279 --> 00:08:37.799 you everyone is, you know, calling and looking at the top franchise's 114 00:08:37.879 --> 00:08:41.350 to kind of replicate what they're doing. The problem is is we make a 115 00:08:41.389 --> 00:08:45.509 lot of assumptions about them or ask, you know, the wrong questions and 116 00:08:45.750 --> 00:08:50.549 honestly, a lot of wealthy franchisees themselves don't know why they're successful. You 117 00:08:50.950 --> 00:08:52.669 know, if you talking them off in the conversations are disappointing. I you 118 00:08:52.669 --> 00:08:58.100 know, I was hosting a awards banquet for a franchise system they have fied 119 00:08:58.179 --> 00:09:01.460 from brands and their best franchise. These run stage and I asked each one, 120 00:09:01.500 --> 00:09:03.580 Hey, what did you do the last year that nable to succeed, 121 00:09:03.700 --> 00:09:07.220 and they said things like well, we do a lot of marketing, we 122 00:09:07.539 --> 00:09:09.250 treat our employees well, we go out in the community. I mean, 123 00:09:09.289 --> 00:09:13.730 who isn't doing those things? That's not the secret to success, that's the 124 00:09:13.809 --> 00:09:18.850 prerequisite. They themselves didn't know why they were successful, but I could tell 125 00:09:18.889 --> 00:09:22.809 from talking to them it was something much more rooted in the human element that 126 00:09:22.889 --> 00:09:24.639 they bring their business well, because we don't look at those things, we 127 00:09:24.720 --> 00:09:28.679 make assumptions about why they successful and often we're wrong and so we don't replicate 128 00:09:28.720 --> 00:09:33.360 the right thing. So the most common incorrect assumptions. The first one is 129 00:09:33.639 --> 00:09:35.840 location. We look at a great franchise and say, well, they just 130 00:09:35.919 --> 00:09:41.429 have a terrific location. People would sometimes say that about my first edible arrangements. 131 00:09:41.470 --> 00:09:45.789 It was just outside of Beverly Hills. So the what people envisioned was 132 00:09:45.870 --> 00:09:48.029 that we'd all these, you know, millionaires who are lined up outside with 133 00:09:48.190 --> 00:09:52.629 stacks of Benjamin's to, you know, blow their money and fruit arrangements. 134 00:09:52.899 --> 00:09:56.019 That wasn't our customer base. And and those people didn't get wealthy by, 135 00:09:56.100 --> 00:09:58.940 you know, blowing all their money. They didn't look at our customer service 136 00:10:00.019 --> 00:10:03.580 or other things that we were doing. What I learned from many and interviewing 137 00:10:03.659 --> 00:10:07.809 some of these great franchise's as most of them have adequate locations, but they 138 00:10:07.889 --> 00:10:11.570 make them great through higher levels of service and providing a great experience. And 139 00:10:11.649 --> 00:10:15.529 I met, you know, in every franchise brand has stories of people who 140 00:10:15.529 --> 00:10:20.570 took over struggle locations and turn them around. So wellthy Franchisees and they expand. 141 00:10:20.610 --> 00:10:24.440 Very often they buy very mediocre locations, but they make them great. 142 00:10:24.679 --> 00:10:28.159 So look at it. So if you have a great location, it certainly 143 00:10:28.200 --> 00:10:30.279 it can help. You want to fish with a fish are right. You 144 00:10:30.360 --> 00:10:33.639 want to be closed to the right demographic and have exposure, but sometimes those 145 00:10:33.679 --> 00:10:39.429 locations aren't available or they're not affordable. So a good enough location is good 146 00:10:39.470 --> 00:10:43.309 enough, and wealthy franchisees prove this every day. That's the first myth. 147 00:10:43.429 --> 00:10:48.470 Second Myth is that their slaves their business, that they just live there, 148 00:10:48.950 --> 00:10:52.860 they have you know, that they are just work day and night at two 149 00:10:52.059 --> 00:10:56.299 seven that's just not true. These great franchise's why you interviewed in right about 150 00:10:56.700 --> 00:11:01.379 they take vacations and they go to their daughters, you know, Volleyball Games 151 00:11:01.700 --> 00:11:05.129 and their home for dinner and they have time to run multiple locations. The 152 00:11:05.210 --> 00:11:09.169 people who I meet who have sixty businesses, they don't have any more hours 153 00:11:09.210 --> 00:11:13.889 in the day than someone who just has one. So they don't work hard 154 00:11:13.889 --> 00:11:16.809 as much as they work smart. So that is a myth that they have 155 00:11:16.929 --> 00:11:22.879 to be slaves their business. Many franchise think franchisees think the top people they 156 00:11:22.159 --> 00:11:26.440 will they have a lot of business experience or a lot of formal education. 157 00:11:26.279 --> 00:11:31.919 If you have business experience where you've learned about marketing or motivating employees or book 158 00:11:31.919 --> 00:11:35.990 keeping, these are transferable skills. But I mean a lot of Franchisees who 159 00:11:35.990 --> 00:11:39.750 don't have that. And some franchise ors told me they don't like people who 160 00:11:39.750 --> 00:11:43.590 have a whole lot of business experience because those people have a harder time letting 161 00:11:43.590 --> 00:11:48.980 go of what they know and embracing the system. So there really isn't a 162 00:11:48.980 --> 00:11:52.779 lot of correlation between someone who has a lot of experience doing something else and 163 00:11:52.940 --> 00:11:56.220 succeeding in Franchising. And the same thing with the formal education. I recently 164 00:11:56.259 --> 00:12:00.299 went on a college visit with my son and we met with a professor and 165 00:12:00.340 --> 00:12:03.490 their business department and she showed us a list of all the classes he would 166 00:12:03.490 --> 00:12:05.690 take if he majored in business, and the first thing was like statistics, 167 00:12:07.289 --> 00:12:11.809 and there's a lot of other things that were very academic, very theoretical, 168 00:12:11.889 --> 00:12:16.039 and those classes have value, they're just not going to prepare you for running 169 00:12:16.039 --> 00:12:20.960 a franchise business. And so so I thought plenty of people have, you 170 00:12:22.039 --> 00:12:24.960 know, maybe they're just high school graduates or maybe the first thing they've ever 171 00:12:26.080 --> 00:12:28.480 did, you know, the college, was they were a manager of a, 172 00:12:28.240 --> 00:12:31.269 you know, a franchise and eventually bought one themselves. So you don't 173 00:12:31.309 --> 00:12:35.389 necessarily have to have a ton of experience a lot of education to succeed in 174 00:12:35.509 --> 00:12:39.070 Franchising. The final meth I like to discuss is that you have to have 175 00:12:39.110 --> 00:12:43.470 a passion for the business. I ran to edible arrangements franchises. We did 176 00:12:43.549 --> 00:12:46.940 very well, but Pamela at to make a confession. I'm not especially excited 177 00:12:46.940 --> 00:12:50.779 by fruit. I wouldn't say I jumped out of bed in the morning thinking 178 00:12:50.820 --> 00:12:56.059 about apples and strawberries. It's fine now. What I did like, though, 179 00:12:56.179 --> 00:13:00.649 is this was the celebration aspect, helping people celebrate important occasions. That 180 00:13:00.809 --> 00:13:05.169 I thought was cool. I think you have to appreciate and love something about 181 00:13:05.289 --> 00:13:07.889 the business, but it doesn't mean you have to be passionate about frozen yogurt 182 00:13:09.210 --> 00:13:13.799 or senior inhome care or test control in order to be successful at those businesses. 183 00:13:15.200 --> 00:13:18.480 So so, anyway, there's a lot of myths that are out there 184 00:13:18.600 --> 00:13:22.240 and I think it's important we look beyond them so we can replicate the right 185 00:13:22.360 --> 00:13:26.480 things so we can get the same results. Wow, well set on a 186 00:13:26.519 --> 00:13:28.950 lot of different fronts and I really like what you said about, I guess, 187 00:13:30.070 --> 00:13:33.830 myth number one. A good location is good enough, and that's why 188 00:13:33.909 --> 00:13:39.909 we see so many situations, and you purse experience this, where there might 189 00:13:39.950 --> 00:13:43.460 be a distressed location but then a new operator, a franchise Z, comes 190 00:13:43.500 --> 00:13:48.940 in and is able to turn it around. If it happens all the time. 191 00:13:48.059 --> 00:13:52.220 There was a franchise Z who from the UPS store massive franchise system. 192 00:13:52.259 --> 00:13:58.409 He's had five locations. Twice he bought struggle locations that were very their geography 193 00:13:58.529 --> 00:14:01.409 is very mediocre. One of them was two doors down from ESTHETEX office store. 194 00:14:01.929 --> 00:14:07.250 So the biggest competition was right there on both in separate occasions, both 195 00:14:07.330 --> 00:14:11.799 locations. He made them the number one store in the entire UPS store system. 196 00:14:11.799 --> 00:14:16.600 Yep, through great through great customer service. Every franchise brand has these 197 00:14:16.639 --> 00:14:20.120 stories like that and and I'm I that kind of makes me think of the 198 00:14:20.159 --> 00:14:22.679 next question. But I do want to just point out the passion piece. 199 00:14:24.120 --> 00:14:26.909 You're Dune Debunk that fourth myth we were just talking about. There are a 200 00:14:26.950 --> 00:14:33.029 lot of business products are services that, like you said, really is the 201 00:14:33.389 --> 00:14:37.070 not maybe what you exactly get excited about. Right, martial cleaning, painting, 202 00:14:37.350 --> 00:14:41.580 I mean these things aren't exactly what you might get excited about. Maybe 203 00:14:41.620 --> 00:14:45.379 it's not the product for service, but there's an element we within that business 204 00:14:45.539 --> 00:14:50.220 model that you can get passionate about, whether it is, like you said, 205 00:14:50.259 --> 00:14:56.929 the celebration of what you're offering or the creation of jobs. So there 206 00:14:56.970 --> 00:15:01.929 are different elements with in a business that you can really get passionate about. 207 00:15:01.970 --> 00:15:05.289 So I just I just had to point that out because I really like that 208 00:15:05.450 --> 00:15:09.879 point that you've made. Did I catch that accurately? Go ahead and Oh, 209 00:15:09.960 --> 00:15:13.600 I just said did I capture that accurately? Yeah, yeah, it's 210 00:15:13.720 --> 00:15:18.879 really true, and you're expecific examples or we're right on as well. I 211 00:15:18.000 --> 00:15:22.750 met some Franchisees who they really like the idea of taking an employee who is 212 00:15:22.789 --> 00:15:26.830 otherwise struggling in life and giving the place to learn and grow. Nothing to 213 00:15:26.870 --> 00:15:30.110 do with a product, service or solution, they so it's more about the 214 00:15:30.230 --> 00:15:33.149 idea of managing people and that was something, especially as a, you know, 215 00:15:33.429 --> 00:15:37.539 motivational speaker, that's something I really loved, as well as really bringing 216 00:15:37.620 --> 00:15:39.860 out the best in a team. That got me excited. We both gets 217 00:15:41.059 --> 00:15:45.220 okay, but helping people perform at a higher level that's my jam. So 218 00:15:45.460 --> 00:15:48.740 I was able to get that for my business. So I mean, so 219 00:15:48.940 --> 00:15:52.850 based upon this, you know what you think I mean. You know there 220 00:15:52.929 --> 00:15:58.490 are certain operators they are taking distress situations turning around, making them top performing 221 00:15:58.570 --> 00:16:02.450 locations, and then you have the opposite. So what what are the biggest 222 00:16:02.490 --> 00:16:08.919 struggles you're seeing holding franchise's back? Again? It's such an important question and 223 00:16:10.440 --> 00:16:12.879 I now worked with so many brands and I meant so many franchise these and 224 00:16:12.919 --> 00:16:17.840 I see these patterns and what I've narrowed it down to we have these three 225 00:16:18.120 --> 00:16:22.350 main factors that impact how our business is performed. The first is everything circumstantial. 226 00:16:22.549 --> 00:16:26.750 That's the economy, it's the competition, it's the pandemic, things we 227 00:16:26.789 --> 00:16:30.389 don't control, but we love to blame them because if it's circumstantial, hey, 228 00:16:30.429 --> 00:16:33.539 it's not my fault, right. So so there's that. And and 229 00:16:33.659 --> 00:16:37.179 circumstances are real, but they usually don't tell the whole story because there's other 230 00:16:37.299 --> 00:16:41.740 franchise these in the same circumstances who are still doing okay. So what most 231 00:16:41.740 --> 00:16:45.820 people focus on is the second factor, which is everything operational. That's our 232 00:16:45.940 --> 00:16:51.889 policies and our procedures and our recipes, and this all the things we pay 233 00:16:51.970 --> 00:16:56.009 our franchise or to show us, and that's tangible. People like it because 234 00:16:56.049 --> 00:17:00.440 they can stay busy, because they don't didn't realize it's sometimes busy isn't productive 235 00:17:00.720 --> 00:17:07.039 activity. Isn't productivity? Now, operations a matter a lot, but what's 236 00:17:07.240 --> 00:17:11.000 interesting about a franchise is you can a lot of people working equally hard doing 237 00:17:11.079 --> 00:17:15.359 the same thing, but still there's that performance gap, and the reason is 238 00:17:15.400 --> 00:17:19.109 because of this third factor. In this is where I see most struggles take 239 00:17:19.190 --> 00:17:23.990 places under the third umbrella, and that's everything human. So it's the franchise 240 00:17:25.029 --> 00:17:29.990 these mindset, it's their ability to inspire other people, their social skills, 241 00:17:30.259 --> 00:17:34.619 their ability to delight customers, their ability to create a harmonious relationship with the 242 00:17:34.660 --> 00:17:41.339 franchise or so all that human stuff that directly impacts how we execute operations, 243 00:17:41.579 --> 00:17:48.210 because marketing isn't just about advertising, it's about patients, and managing employees isn't 244 00:17:48.250 --> 00:17:53.369 just about directing work, it's about inspiring and developing people. And customer service 245 00:17:53.490 --> 00:17:57.009 can't just be about a transaction. It's got to be that a connection and 246 00:17:57.369 --> 00:18:02.079 knowing how to make people feel good, because they remember what they feel more 247 00:18:02.160 --> 00:18:07.039 than what they got. Those are all human factors. So when franchise ors 248 00:18:07.079 --> 00:18:10.279 called me to speak at their conventions and I ask them what he's struggling with? 249 00:18:10.359 --> 00:18:14.269 How do you want to help your franchise's, their concerns are almost always 250 00:18:14.349 --> 00:18:18.390 rooted in something human. It might be a resistant resistance to change, or 251 00:18:18.430 --> 00:18:23.710 there might be trust issues, or they're very busy but they're not necessarily productive 252 00:18:23.869 --> 00:18:29.819 because there's fear. It's all that kind of stuff and when I coach franchise's 253 00:18:29.859 --> 00:18:33.779 it's the same thing. Usually it's not. It's less what they it less 254 00:18:33.779 --> 00:18:37.660 an issue about what they know and it's more about how they feel. So 255 00:18:37.299 --> 00:18:41.339 what I try to focus on, or these three areas where I see most 256 00:18:41.339 --> 00:18:45.450 problems, it's how the franchise thinks, how the franchise leads and how the 257 00:18:45.569 --> 00:18:49.690 franchise serves. And Franchise ors don't always get into that. There too basic 258 00:18:49.769 --> 00:18:53.769 teaching them how to make frozen yogurt and how to sell senior you know, 259 00:18:53.970 --> 00:19:00.119 in home care hours and focusing on the products and the services in the solutions. 260 00:19:00.400 --> 00:19:03.279 They don't focus as much on the human side, and that's where a 261 00:19:03.319 --> 00:19:08.039 franchise struggle, particularly when it comes to managing employees. Every franchise or is 262 00:19:08.039 --> 00:19:12.509 afraid of being called a joint employers usually pretty hands off when it comes to 263 00:19:14.029 --> 00:19:18.910 helping franchise these lead people better. So usually most of them don't really know 264 00:19:18.990 --> 00:19:21.390 how to do it. So that's a narrow where I see them struggle as 265 00:19:21.430 --> 00:19:25.339 well. Yeah, that Tad that element. Think Ley serves and you know 266 00:19:25.420 --> 00:19:27.380 what's you're makes me think of two thousand and twenty. You know this. 267 00:19:27.539 --> 00:19:33.339 That was a very interesting time and a very pipe bipolar environment and a lot 268 00:19:33.380 --> 00:19:37.619 of fear crept in and I really found that everyone responded to it differently, 269 00:19:37.980 --> 00:19:44.369 franchise words and Franchisees. Some figured out ways to pivot and thrive and manage 270 00:19:44.450 --> 00:19:49.730 to it and others just froze. So it's so true. PAMMA was interesting. 271 00:19:49.769 --> 00:19:55.759 If you know, I was actually interviewed on somewhere else and the before 272 00:19:55.799 --> 00:19:59.200 the interview the person said to me, I'm going to be asking you you 273 00:19:59.599 --> 00:20:03.200 know what brands are pivoting the most, what brands are doing better, and 274 00:20:03.519 --> 00:20:06.160 we have the conversation. I said, honestly, I would think more interesting 275 00:20:06.279 --> 00:20:11.349 is within brands, what's the difference between franchise's were struggling and those who are 276 00:20:11.470 --> 00:20:14.710 thriving? And all the virtual presentations that I've done, and I've done a 277 00:20:14.710 --> 00:20:18.029 few live presentations to see if you can believe it, but especially the virtual 278 00:20:18.069 --> 00:20:21.430 ones, what the franchise ords are telling me is we had an initial drop 279 00:20:21.539 --> 00:20:25.740 in business, but then we made some changes and some franchise these are embracing 280 00:20:25.779 --> 00:20:30.140 them and now we're doing better than ever, and others are still paralyzed and 281 00:20:30.339 --> 00:20:33.980 they aren't doing it. And so it gets back to those human are things 282 00:20:33.259 --> 00:20:37.769 where we really do have control but again, that's where so many people struggle. 283 00:20:38.450 --> 00:20:44.609 So what are some other main things that the wealthy franchise? He does 284 00:20:44.890 --> 00:20:51.599 that enables them to succeed. So I there identified three categories, three main 285 00:20:51.640 --> 00:20:55.960 areas that are just make all the difference in the world. So the first 286 00:20:56.000 --> 00:21:00.480 thing that they do is they're really good at keeping a clear head. They 287 00:21:00.599 --> 00:21:03.920 have the same emotions and the same crazy thoughts as the rest of us. 288 00:21:04.069 --> 00:21:07.349 You know, they can catastrophize and they can be fearful and they or human 289 00:21:07.430 --> 00:21:12.430 beings, they're going to react. But they're really good at catching themselves having 290 00:21:12.509 --> 00:21:18.109 some thoughts that aren't clear or catching themselves seeming emotional, and so they stop, 291 00:21:18.390 --> 00:21:22.019 they breathe, they meditate, they take a walk. They're good at 292 00:21:22.099 --> 00:21:26.500 centering themselves to make sure that their decisions are made based on data and information 293 00:21:27.180 --> 00:21:32.059 and on a clear perspective rather than emotion. And so what that means is 294 00:21:32.619 --> 00:21:36.170 not only did not give in to negativity and fear, they also don't give 295 00:21:36.210 --> 00:21:41.809 in too much to hope and optimism and, you know, rose colored lenses, 296 00:21:41.849 --> 00:21:45.930 because we can make some pretty bad decisions just based on positivity. So 297 00:21:45.210 --> 00:21:48.759 the way I look at the wealthy franchise doesn't see the glasses half full or 298 00:21:48.839 --> 00:21:52.440 half empty. They see the glasses having four ounces of liquid, you know, 299 00:21:52.519 --> 00:21:56.319 if they approach it objectively, and they make their decisions from that point 300 00:21:56.359 --> 00:22:02.269 of clarity. So that's the first thing. The second thing that I've noticed, 301 00:22:02.349 --> 00:22:06.670 and this is hard to talk about with franchise's, but wealthy franchise's really 302 00:22:06.910 --> 00:22:10.670 do stick to the system and that's what I encourage franchise's to do. And 303 00:22:11.150 --> 00:22:14.789 Franchise these have an independent spirit. They don't like being held, you know, 304 00:22:14.910 --> 00:22:17.339 to you know, be compliant, be held the standards. But the 305 00:22:17.420 --> 00:22:22.740 reality is we've outsourced the innovation, the creativity, the research and development the 306 00:22:22.819 --> 00:22:26.140 franchise or our job as franchise's is to execute. So if you have a 307 00:22:26.220 --> 00:22:30.369 franchise or that has a proven model and they've replicated it, you you're going 308 00:22:30.410 --> 00:22:33.690 to mitigate risk by just sticking to that system. Soon as you deviate, 309 00:22:33.849 --> 00:22:38.410 your exposing yourself that risk you paid to mitigate. So you know, edible 310 00:22:38.410 --> 00:22:41.529 arrangements. I occasionally would disagree. I disagreed with them when I came out 311 00:22:41.569 --> 00:22:44.920 with a perfect pair. I knew that would be a disaster, and it 312 00:22:45.119 --> 00:22:48.359 was. I disagreed when they came out with chocolate cover bananas, it was 313 00:22:48.400 --> 00:22:52.759 a huge hit. When I disagreed with them, I was right about twenty 314 00:22:52.880 --> 00:22:56.759 percent of the time and I realized if I'm willing to sail with them twenty 315 00:22:56.799 --> 00:23:00.470 percent of the time, I could succeed with them eighty percent of the time, 316 00:23:00.950 --> 00:23:03.670 and that was pretty good batting average. Yeah, so I'd so really. 317 00:23:03.710 --> 00:23:07.509 I just what I've noticed is I've never met a great franchise who said, 318 00:23:07.549 --> 00:23:11.069 yeah, I got rich by deviating from the system. They partner well 319 00:23:11.150 --> 00:23:14.539 to franchise or they're engage and they stay with them the model. Very good 320 00:23:14.619 --> 00:23:19.339 point. The third thing is that they use their business to improve the lives 321 00:23:19.380 --> 00:23:25.140 of everyone it touches. They generally want to use their products and services and 322 00:23:25.259 --> 00:23:29.210 solutions to enhance the lives of everyone, whether it's, you know, taking 323 00:23:29.250 --> 00:23:33.130 their employees really trying to improve their lives and developing them, developing their skills 324 00:23:33.170 --> 00:23:37.130 and making them leaders, whether it's not just selling a product, service or 325 00:23:37.250 --> 00:23:41.680 solution to a customer but really trying to enhance their emotional state to make them 326 00:23:41.880 --> 00:23:44.920 feel good. And they don't just serve their community, they don't just, 327 00:23:45.000 --> 00:23:48.359 you know, sell their products to their communities. They really serve their communities. 328 00:23:48.400 --> 00:23:52.160 They're active, they donate time, they donate stuff, they they market 329 00:23:52.240 --> 00:23:56.150 via cause marketing. They really see themselves as members of the community making it 330 00:23:56.309 --> 00:24:00.630 better. And when you put all that value out in the world, there's 331 00:24:00.630 --> 00:24:04.549 a boomerang effect, whether it's more loyal employees, more loyal and repeat customers 332 00:24:04.630 --> 00:24:08.670 who do your marketing for you, or a community that's always there for you 333 00:24:08.869 --> 00:24:12.460 and sending customers your way. There's a there's a boomerang effect there. So 334 00:24:14.099 --> 00:24:17.220 it's one of the things that I observed from all these great franchisees or a 335 00:24:17.299 --> 00:24:19.380 profile in the book. All of them are active in their communities via their 336 00:24:19.420 --> 00:24:22.859 businesses. So they keep a clear head. They stick the system and the 337 00:24:22.980 --> 00:24:26.690 user businesses to improve the lives of others. That truly is the winning formula. 338 00:24:27.450 --> 00:24:30.490 I like all that it. Yeah, it's kind of goes back to 339 00:24:30.650 --> 00:24:33.289 that human element, that third one you had, the thinks, leads and 340 00:24:33.289 --> 00:24:37.970 as well serves. Right, that kind of falls or integrates with that as 341 00:24:37.049 --> 00:24:41.680 well. Yeah, and the average, typical franchise they just stay busy. 342 00:24:41.039 --> 00:24:45.119 Yeah, they just there the transaction business. They work hard, they work 343 00:24:45.240 --> 00:24:48.279 long, they they're busy. So they think that they're doing all the right 344 00:24:48.319 --> 00:24:52.430 things and really they're just they're busy and they're active. They're not proactive, 345 00:24:52.549 --> 00:24:56.990 they're not, you know, growing their business. So how how did you 346 00:24:57.470 --> 00:25:03.309 approach and go about writing your book? Well, you know, the book 347 00:25:03.549 --> 00:25:06.670 was result of, you know, many years of studying these things, applying 348 00:25:06.750 --> 00:25:10.220 in my own businesses and giving all these presentations and, you know, for 349 00:25:10.339 --> 00:25:11.420 years people kept saying, Hey, do you have a book? When is 350 00:25:11.460 --> 00:25:15.380 your book coming out? And so it was nice that there was a demand 351 00:25:15.420 --> 00:25:18.420 for it that was already there. So a lot of it were based on 352 00:25:18.539 --> 00:25:21.099 things I already knew, but it didn't just want it to be from my 353 00:25:21.220 --> 00:25:26.730 perspective. So I over the years I've made notes of some really amazing top 354 00:25:26.809 --> 00:25:30.890 ranked franchise's. So I've met and then when the book came then I contacted 355 00:25:30.930 --> 00:25:34.170 a bunch of people the franchise world and asked them to introduce me to their 356 00:25:34.250 --> 00:25:38.599 top franchise's, all of whom meet the criteria, all most almost all of 357 00:25:38.640 --> 00:25:41.440 them ranked number one. That have hour many franchise these. They have their 358 00:25:41.480 --> 00:25:45.759 system based on sales, but also their people who have that quality of lies 359 00:25:45.799 --> 00:25:49.390 there in control of their time so I interviewed them. I also spent the 360 00:25:49.430 --> 00:25:52.309 first three months of the year. I got the book deal in mid January 361 00:25:52.950 --> 00:25:56.950 and didn't realize that I would only have about three months to fly around and 362 00:25:57.750 --> 00:26:03.950 interview franchise ors because the pandemic would make that impossible. So unfortunately I got 363 00:26:03.990 --> 00:26:08.460 those done. So I also met with some great franchise Ors, some of 364 00:26:08.460 --> 00:26:11.819 them I already knew, some of them whom I met through this process. 365 00:26:11.900 --> 00:26:15.619 So you know, I had a great breakfast with Peter Cancrow, the CEO 366 00:26:15.700 --> 00:26:22.329 and founder of Jersey Mike's. I spent time with Gordon Logan, the chairman 367 00:26:22.529 --> 00:26:30.569 and see former CEO founder of sport clips haircuts. The last person I interviewed 368 00:26:30.450 --> 00:26:36.279 was Catherine Monson, the current if a share and the CEO of fast signs. 369 00:26:36.640 --> 00:26:40.039 She was the first person to not shake my hand because the pandemic. 370 00:26:40.480 --> 00:26:42.799 So we bubbed elbows and it was a week later we are all stuck at 371 00:26:42.839 --> 00:26:48.309 home. So I really spent a lot of time interviewing people, making sure 372 00:26:48.390 --> 00:26:51.509 that what I believe was true, that they agreed with and so the book 373 00:26:51.589 --> 00:26:56.029 is not just my perspective and includes interviews the number of franchise ors and profiles 374 00:26:56.190 --> 00:27:00.150 of some of the top franchise's out there. See what they all have in 375 00:27:00.230 --> 00:27:03.380 common. When you read the book, it's pretty clear the characteristics and behaviors 376 00:27:03.500 --> 00:27:07.740 all these people share. Yeah, kind of gets back to guess what'll we 377 00:27:07.900 --> 00:27:11.779 kicked off the interview. You really identified those patterns. Yeah, and and 378 00:27:11.980 --> 00:27:17.130 honestly, when you meet enough of these people, it's kind of obvious what 379 00:27:17.329 --> 00:27:19.490 it is. And you know most people the franchise world, they're really deep 380 00:27:19.609 --> 00:27:23.009 within their own business or their own brand. I have the experience of that, 381 00:27:23.130 --> 00:27:26.690 of arrangements, but because of the speaking I was I've been exposed to 382 00:27:26.730 --> 00:27:30.519 a lot of people in a variety of industries across a variety of brands, 383 00:27:30.799 --> 00:27:34.680 and that's when you start to see what doesn't matter what they're selling. You 384 00:27:34.759 --> 00:27:38.319 see the things about them that are consistent and that's where the magic is. 385 00:27:40.359 --> 00:27:45.670 So, Scott, what what are some of the things that you offer to 386 00:27:45.950 --> 00:27:52.349 help franchise's perform at a higher level? So everything I do is about helping 387 00:27:52.630 --> 00:27:57.069 franchise's think, lead and serve more effectively. So the obvious one there is 388 00:27:57.109 --> 00:28:02.099 the book and I appreciate you asking the questions. The book is there wherever 389 00:28:02.180 --> 00:28:06.619 books are sold. But I also offer presentations, both live and virtually, 390 00:28:06.700 --> 00:28:11.660 whether it's Keynes or workshops. I moderate and facilitate. So that's that's really 391 00:28:11.700 --> 00:28:15.609 the main thing that I've been doing for a number of years. I also 392 00:28:15.650 --> 00:28:18.009 do one on one coaching with franchise business owners. Really want to go deep 393 00:28:18.130 --> 00:28:23.130 and I'm in the process of developing the wealthy franchise business breakthrough program which is 394 00:28:23.210 --> 00:28:26.920 going to be it's sort of a course, so will be video and discussion 395 00:28:27.759 --> 00:28:33.559 exercises, reflection and, most importantly, action to help franchise's take their business 396 00:28:33.599 --> 00:28:36.240 to the next level. So that hopefully will be available by the end of 397 00:28:36.279 --> 00:28:41.319 January. So look for some promotion about that. But I'm really excited because 398 00:28:41.319 --> 00:28:45.829 that's really designed to help franchise's take their business the next level. I really 399 00:28:45.910 --> 00:28:49.710 focusing the things that matter most. Makes Sense. Yeah, and you know 400 00:28:49.829 --> 00:28:53.589 what that it's an endlessternly, just that constant sharpening of the salt, that 401 00:28:55.150 --> 00:29:00.660 the mindset, keeping Ano the right place, development, the you know, 402 00:29:00.740 --> 00:29:02.980 you have to work on it, you have to make the efforts in those 403 00:29:03.019 --> 00:29:07.460 areas. It's one of the it's part of the wealthy franchise way. All 404 00:29:07.539 --> 00:29:11.890 these people are constantly focused on personal professional growth and, as you say, 405 00:29:11.890 --> 00:29:17.009 they're constantly sharpening their sawce. HMM. Well, if someone wanted to reach 406 00:29:17.049 --> 00:29:18.529 out to you and get in touch with you, how would they go about 407 00:29:18.609 --> 00:29:26.039 doing that? So my website is Scott Greenbergcom, the arg the ORG, 408 00:29:26.480 --> 00:29:32.519 also the wealthy Franch Chai Zcom, which right now point the same website that 409 00:29:32.599 --> 00:29:37.960 will eventually be the home of the wealthy franchise business breakthrough program the wealthy Franchisecom, 410 00:29:37.359 --> 00:29:40.910 so you can go there now. I'm on all the main social media 411 00:29:40.910 --> 00:29:45.509 channels and on my website you'll see my links to that as well. Thank 412 00:29:45.549 --> 00:29:52.509 you so much and just include in closing any lastminute thoughts additional advice that you 413 00:29:52.549 --> 00:29:56.940 would like to give to our listeners. I believe that the best ideas, 414 00:29:56.059 --> 00:30:00.099 the best solutions are found in the mirror, and that means being humble enough 415 00:30:00.140 --> 00:30:04.619 to to want to grow, to want to improve, to be open to 416 00:30:04.660 --> 00:30:08.250 the idea that maybe some days you're not an asset to your business in your 417 00:30:08.369 --> 00:30:12.809 liability. The willingness to be humble enough to look for answers in your own 418 00:30:12.809 --> 00:30:17.250 behavior, own perspective. That's going to open so many doors for you and 419 00:30:17.329 --> 00:30:19.650 that's what's going to help you be wealthy. So running a franchise does not 420 00:30:19.769 --> 00:30:22.759 have to be as difficult as you might think. Usually what it's going to 421 00:30:22.799 --> 00:30:26.440 take to get to the next level it starts with what you do on the 422 00:30:26.480 --> 00:30:30.039 inside. That will get you much better results on the outside. Thank you 423 00:30:30.359 --> 00:30:34.559 great the great last comment. They are appreciate that. And I just want 424 00:30:34.559 --> 00:30:37.869 to say thank you to Scott Greenberg for being on the show. Scott, 425 00:30:37.950 --> 00:30:42.430 very much appreciate all your insight and you're sharing on you know how to become 426 00:30:42.470 --> 00:30:48.670 that wealthy franchise Z. Wonderful to have you. Thank you. It's been 427 00:30:48.710 --> 00:30:52.059 such a pleasure. Absolutely and I also want to give a shout out and 428 00:30:52.299 --> 00:30:56.980 and thanks to our listeners for tuning in, along with our sponsors for franchise 429 00:30:57.059 --> 00:31:02.220 dot city. A better way to buy a franchise frand serve the world's largest 430 00:31:02.299 --> 00:31:08.250 franchise consulting an expansion organization and franchise intellect knowledgeable advisors to help you with your 431 00:31:08.329 --> 00:31:14.930 franchise selection and obviously that's what I do. So if you're thinking about becoming 432 00:31:14.970 --> 00:31:18.799 a franchise Z, let me know. I would love to be able to 433 00:31:18.839 --> 00:31:22.000 help you on the front end. Identify what would be a good business for 434 00:31:22.160 --> 00:31:26.200 you and then we'll get you in touch with Scott and he'll know how to 435 00:31:26.319 --> 00:31:30.000 help you go to the next level and become that wealthy franchise Z that you're 436 00:31:30.000 --> 00:31:33.390 dreaming of being. Thanks again. This is Pamela Curry, host of the 437 00:31:33.470 --> 00:31:41.029 Franchise Business Radio Show, again platform to bring together franchise professionals to connect, 438 00:31:41.230 --> 00:31:51.019 educate and collaborate to serve the franchise community and those considering franchise ownership. Thank 439 00:31:51.019 --> 00:31:53.380 you again for joining Pamela Curry and her guest for the Franchise Business Radio Show, 440 00:31:53.500 --> 00:31:59.019 sponsored by franchise intellect. Knowledge of the franchise community for franchise selection. 441 00:31:59.339 --> 00:32:04.690 More Info at franchise intellectcom, also made possible in part by franchise dot city, 442 00:32:04.730 --> 00:32:07.289 a better way to buy a franchise. More Info at franchise dot city 443 00:32:07.450 --> 00:32:13.089 and frand serve, the world's largest franchise consulting and expansion organization. More Info 444 00:32:13.170 --> 00:32:16.400 at Frand servecom. Use the social media links here to share today's show and 445 00:32:16.480 --> 00:32:20.880 check out more episodes at Franchise Business Radiocom

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