5 Tips for Franchisees

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Find the Right Staff

Every franchisee has to, as former CEO Doug Ducey of Scottsdale, Arizona-based Coldstone Creamery puts it, find his or her ‘X-Factor,’ which he describes as the magic employees can create with their customers to turn an ordinary business into a destination. In the case of Coldstone’s franchises, every store’s goal is to become a go-to place on Friday nights. Finding the right staff is integral to this process. “It’s proven that franchisees with exceptional employee-customer interaction do better than those who are just adequate,” Ducey says. “The fact is, you can have a great product, keep a clean store, even have a great location -- but if your crew members don’t leave an extraordinary impression on your customers, you’ll limit your business."