Social Media is about transparency and sharing of information. As today’s franchise candidates are more educated, sophisticated and technologically advanced than ever before, certainly they are spending more time online researching opportunities……………… [comments abbreviated]

I’ve seen too many earnings claims made via social media posts and discussions. It’s almost as if the franchisor’s representative, be that company exec or broker, feels / thinks that social media is an informal platform where rules don’t apply. Most claim the claim was inadvertent or even an innocent comment. Yes, actions speak louder than words because I’m sure the same type of justification would be used in an in-person setting as well.

In closing, I’m of the old school where sales are based upon need (desire), value and trust. Through discussion, need (desire) should be established. Through disclosure, value should be defined. Trust should be a result of the first two steps… and NEVER implied!