In the dynamic world of franchising, staying ahead of the curve is crucial for sustainable growth. Jordan Wilson, Chief Development Officer at Authority Brands, is no stranger to strategies that drive success in this competitive landscape. With over 15 years of experience in franchising and business development, Jordan has been instrumental in Authority Brands' expansion to more than 1,700 franchise locations across the United States, Canada, and Latin America.
From leveraging data analytics to fostering a growth mindset, Jordan shares invaluable insights that can help the path to success and key strategies that have propelled Authority Brands to the forefront of the home services industry.
Prioritizing Data and Analytics in Franchise Growth
Jordan emphasizes the critical role of data in driving decisions. He believes that understanding the numbers is the foundation of growth, providing insights into what's working, what's not, and where pivots are needed. At Authority Brands, this data-driven approach has become a cornerstone of the culture, with analytics serving not just as a measurement tool but as a guide for future direction.
"Data is the lifeblood of our decision-making process," Jordan states. "It's not just about collecting numbers; it's about interpreting them to drive meaningful growth. We've built a culture where every decision is backed by solid analytics."
A great example of the data-driven decision-making within Jordan’s team is the management of the sales pipeline. Initially, they utilize comprehensive data analytics to identify suitable candidates in target markets. As prospects advance, the approach becomes more tailored.
“By leveraging data in the right way, we’re able to make smarter decisions, refine our strategies, and ultimately, help drive better results,” Jordan says. “Using these insights helps us lay the strongest possible foundation for every franchise deal.”
Leveraging Technology for Franchise Success
In today's digital age, embracing technology is non-negotiable for franchise growth. Jordan shares how Authority Brands utilizes artificial intelligence to enhance its sales process. Every single sales team member employs an AI-powered tool that provides comprehensive profiles of prospective franchise owners, allowing for personalized outreach and deeper connections before the first conversation.
“It’s a simple yet powerful way to make candidates feel seen, understood, and valued – not just like another sale,” Jordan said.
This innovative approach has streamlined processes and driven stronger results. Jordan's philosophy is simple: work smarter, not harder. By strategically implementing AI, they've been able to enhance efficiency and achieve better outcomes.
Creating a Process-Oriented Structure for Scalable Growth
Jordan stresses the importance of having a strong foundation and standardized processes for effective scaling. He believes that a well-structured process can eliminate guesswork and maintain consistency. This approach not only ensures uniformity across franchise locations but also empowers franchise owners to perform at their best.
"A solid process is the backbone of scalable growth," Jordan explains. "When you have a clear, repeatable system in place, it becomes much easier to replicate success across multiple locations and markets."
By providing a clear roadmap for success, Authority Brands enables its franchisees to focus on growth and customer service.
Fostering a Growth Mindset Within the Organization
Creating a culture that encourages growth and innovation is crucial for long-term success in franchising. Jordan believes that leadership starts at the top, and by setting clear expectations and fostering a supportive, purpose-driven culture, teams feel valued and motivated to grow. This approach not only aids in retention but also attracts top talent.
Jordan emphasizes the importance of clear communication, transparency, recognition and goal-setting in driving performance and long-term commitment. He advocates for regularly praising team members, celebrating wins, and creating an environment where high standards and appreciation go hand in hand.
Balancing Short-Term Revenue with Long-Term Brand Building
When it comes to franchise sales, Jordan advocates for a long-term perspective. At Authority Brands, the focus isn't on short-term revenue but on playing the long game. This approach involves prioritizing upfront investments to attract the right candidates and position them for growth.
Jordan explains that they allocate resources early on to attract the right candidates, knowing this strategy can yield significant long-term returns. Their leadership and sales teams are seasoned professionals who excel at finding and connecting with the right prospects in meaningful ways. This strategy has paid off, with Authority Brands securing five times the number of deals, demonstrating that investing with intention can lead to substantial results.
Adapting to Market Changes and Emerging Trends
In a rapidly evolving market, staying ahead of trends is crucial for growth. Jordan emphasizes the importance of continuous learning and adaptation. He makes it a priority to stay informed of industry news and trends by constantly attending webinars, networking events, and industry conferences.
"In this industry, standing still is moving backward," Jordan asserts. "We're always looking ahead, anticipating changes, and positioning our franchises to capitalize on emerging opportunities. It's about being proactive, not reactive."
In franchise development sales, Jordan notes it's especially important to understand where the audience is shifting and what new opportunities are emerging. This proactive approach allows Authority Brands to position its franchises as viable investment opportunities, even as market conditions change.
Being Transparent and Others-Focused
Jordan's approach to leadership and growth is deeply rooted in transparency and a focus on others. He believes that open communication and a genuine interest in the success of franchisees and team members are key drivers of sustainable growth in the franchising industry.
"In franchising, success is a collaborative effort," Jordan explains. "By being transparent about our goals, challenges, and strategies, we build trust with our franchisees. This trust is the foundation of our growth."
As part of his others-focused approach, Jordan has fostered a culture of genuinely wanting what’s best for franchise owners and their families, even if that means recognizing when Authority Brands may not be the perfect fit for them. “We set these expectations on day one, and by overcommunicating, we leave people feeling supported regardless of where they end up,” Jordan says.
Jordan’s insights provide a roadmap for success in the franchising world. By prioritizing data-driven decision-making, embracing technology, fostering a growth mindset, and focusing on long-term brand building, franchise businesses can position themselves for sustainable growth.
As the franchising landscape continues to evolve, these strategies will be crucial for staying competitive and driving success. Applying these principles can help navigate the path to growth and success.
