Interview

Interview

Diana Capirano on franchise consulting

Why did you choose to become a franchise consultant?

Interestingly, I was presented this awesome opportunity through another franchise consultant. After my decision to leave corporate life, I was looking for a senior-care franchise as I wanted a rewarding business and had a burning desire to help others. After my franchise consultant got to know me better, she suggested what she believed to be a great fit—becoming a franchise consultant myself. I did my due diligence and vetted this business like other franchise opportunities. As it turned out, becoming a certified franchise consultant was a business that I would have never found without her. I am grateful because in many ways, it fulfills my need to help people of all ages become independent business owners. I also get to help the franchise brands I represent, my affiliate (FranServe), and the overall economy.

What skills and qualities should someone look for in a franchise consultant?

Trust: Developing trust is first and foremost. My clients are trusting me with personal information and putting faith in me to guide and counsel them for possibly one of the biggest milestones in their lives. They are trusting me with their financial well-being and their futures. My clients appreciate my genuine concern, total honesty, and continual value-added counsel. Every client’s situation is unique. You cannot approach this business in a generic way.

Active Listening: You have to be a good listener to help clients find the right business. My personal experience is a great example: My consultant heard that I had a burning desire to help people on a bigger level. As consultants, we cannot make assumptions, we have to ask detailed questions and listen to answers with intent. A caring consultant asks probing questions to help their clients discover their desires, interests, and even help paint a picture of the future.

Resourcefulness: There are varying degrees of knowledge regarding franchising. Many people listen to others—friends, a risk-adverse spouse, other family members. My job is to be an unbiased educator as well as an adviser. I teach clients about the industry, tell them what to expect from the process, explain things in as much detail as they need. I like to send great links— like Franchise Dictionary Magazine—and even books about franchising, so that they can self-educate. I have developed a great network of franchisors, franchisees, lenders, attorneys, CPAs, and professionals who can help clarify and assist. Like any great quarterback, a consultant can call the plays but she still needs the entire team to execute and score the touchdown!

Accessibility and Responsiveness: Work with a consultant that is communicative, keeps you informed, and checks in at key points. Let’s face it: Many people starting out on this venture have no idea what to expect. All of us communicate differently, but the key is to communicate often and have a purposeful interaction.

What would clients say about working with you?

I’m genuinely interested and honest. I build relationships, not “close deals.” I treat clients like family. I’m often told by clients and franchisors that I’m a nurturer. If something isn’t right, I will tell clients to move on or walk away.

My style is to stay connected even after the placement with a franchise is made. I attend Discovery Days with my clients, and I’ve even helped them pick out furniture for their offices. Also, I love to help my clients network with other clients. For example, my Lash Studio placement in Pittsburgh will need an exterior sign from my sign franchisee; and my food franchisee in Detroit will need his windows cleaned by the B2B window cleaning franchisee in the same area. Developing these collaborative relationships begins with an introduction and having worked with me as their common denominator.

Diana Capirano's expansive career includes corporate franchise sales and development, marketing and operations, merger and acquisitions, structuring and negotiations, as well as business ownership. Diana helps prospective business owners decide on the franchise investments that best suit their goals. Contact her at diana@focusfranchise.com