global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

How to Stay Ahead of the Game

How to Stay Ahead of the Game

“Showcasing brand awareness and concept longevity will attract a new generation of franchisees,” says John Covilli

For most mature franchises resale is a common feature of the system. In fact, it’s part of the circle of life in this business – both literally and figuratively.

Very few franchise concepts have truly earned their stripes in terms of being consistently relevant and recession-proof. However, for concepts that have achieved such a milestone, it’s critical to leverage that established brand awareness and longevity as a driving force for franchise development efforts.

Here are a few tips for maximizing established brand awareness and longevity to drive fresh franchise growth initiatives and resale efforts in a new era of business:

Launch a proactive resale initiative

With franchise systems full of the baby-boomer generation, it’s not only important to be cognizant of retirement and resale timelines, but get ahead of it.

As a franchisor, proactive resale initiatives provide a chance to reinvigorate the system by attracting a new profile of franchisee to carry on the legacy and pursue aggressive growth goals in their territories across the entire franchise system.

A strategic rather than passive approach to resale will ultimately benefit not only the growth goals of the franchisor, but the financial objectives of both buying and selling franchisees as well.

Market existing assets

When it comes to established brand awareness and longevity, use it as a unique selling point to prospective investors. In other words – if you’ve got it, flaunt it.

In addition to showcasing the traditional benefits of the franchise business model to prospective investors, be sure to market the added benefits that come along with the resale opportunity, such as an existing client base, brand presence in the market and in many cases, existing staff and equipment.

With an established business in place, new franchisees are better able to focus on expansion. New owners can then push the edges of possibility in a territory and grow the profile and awareness of the franchisor itself – helping to drive franchise development for the long term.

Include succession into the business plan

By paying close attention to resales on the horizon in the system, franchisors can be involved early on to make sure a franchisee is able to take advantage of the franchisor’s support and involvement in the launching process.

By working closely with franchisees early on to map out potential resales ahead of time, franchisors can not only help boost the ROI of the sale, but also maintain more control over the type of investor who ultimately takes on the location and joins the system.

Exit strategy support is another added incentive to prospective franchisees that may strengthen the overall value proposition of the franchise investment.

In conclusion, showcasing brand awareness and concept longevity will certainly help attract a new generation of franchisees. By taking the process one step further to solidify a strategic sales approach for resale territories, franchisors can grow their systems faster and more effectively within new and existing markets.

In his current role as senior vice president of franchising, John Covilli CFE oversees the franchise program for North and Latin America for Dale Carnegie Training, including all aspects of franchise sales and re-sales. His insights and experience allows him to provide the Dale Carnegie Training franchise system the resources and tools to drive growth.

Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: