Understanding Zorico Profiles

Lance Hood (FranPro) 0:09

Welcome everyone . Today we have Rebecca Monet from Zorakle Profiles . Rebecca , welcome to the call .

Rebecca Monet (Zorakle Profiles) 0:16

I'm excited to be here with you , Lance .

Lance Hood (FranPro) 0:19

It's always fun talking to you , Rebecca . Can you share a little ?

Rebecca Monet (Zorakle Profiles) 0:24

bit .

Lance Hood (FranPro) 0:26

Yes , I think we have at times . So can you share a little bit for anybody who's not familiar with Zorakle Profiles ? I just want everybody to take a chance . This is . I think this is a very valuable resource and people don't truly understand what it can bring , and if you just throw it out there you're not going to make the most of it . So we're going to do a couple calls and show people how to make the most of it . So can you explain to everybody first of all what Zorico Profiles are ?

Rebecca Monet (Zorakle Profiles) 0:58

Absolutely so . Zorakle Profiles is a profiling tool based on seven statistically validated tools used in the franchise space to help facilitate a right fit between a prospective franchisee and a franchise concept . The goal is that a franchisee finds the right business that is a right fit , where they can also perform well , and these sciences help both the broker and the franchisor , and ultimately the prospective franchisee , to determine what business is a good fit for them .

Lance Hood (FranPro) 1:41

Right , and so I know I have used these profiles . I've taken them myself personally and I've had clients work with them and I've seen lots of brands work with them . I think they're very valuable . Is there any other insights that you want to share with why you have found that these profiles are so helpful for people ? I mean not just that , but internally , like staff can understand each other , you can figure out how to hire the right people , you can track your lead sources and see what kinds of people are coming out of lead sources and know how to interact with them and work with them . But I'll leave it to you .

Rebecca Monet (Zorakle Profiles) 2:20

So there are a lot of great tools out there . As you know , lance , you and I were talking about it earlier . In fact , the biggest difference with the Zorakle tool is that we use something called a meta analysis approach , which , instead of just like a personality task , which would give you some information about how to communicate with someone , how to build team , even how to avoid conflict Right , it's just not enough to understand just someone's personality , because there's less than a 3% correlation to someone's personality and , ultimately , how well they're going to do in business . So this meta analysis approach gives us a deeper , more meaningful understanding . We still look at personality , but we also look at what are the drivers , what are the motivators , what are the values of that individual , what's the ideal culture that they're going to fit in ? What's the perfect stage of growth for that perspective ?

Rebecca Monet (Zorakle Profiles) 3:28

Franchisee , what are some of their competencies , their skills ? Do they have sales skills ? Are they better managers ? Are they strong operators ? What do they have in terms of skill sets ? And then , of course , some of the softer things , like the emotional and social intelligence . So it's a meta analysis approach that involves seven different sciences in a very short assessment . It takes 15 minutes to get through this assessment so it just gives a deeper , more meaningful look into our current franchisees , our key employees , as well as our perspective franchisee , to really make sure we're making good decisions about what business is right for that individual .

Lance Hood (FranPro) 4:17

Right and in even like you said , how to communicate with these people , because you know communication strategies and all that stuff are dialed into that .

Rebecca Monet (Zorakle Profiles) 4:30

It really is . It's so interesting because we can blow a deal right by not understanding how someone prefers to be communicated with or , to me , even more importantly is how their minds process information and then come to conclusions and ultimately make decisions . If we don't understand how that person takes in information in their preferred way and ultimately we don't understand how they make decisions , it's like throwing darts , you know , at a board blindfolded . We really don't know how to get someone across the finish line . So the communication component is important in that whole franchise development , franchise sales process . But , as you pointed out , it's also super important when building a team , whether it's at the franchise or corporate level or franchisee , that's choosing key players for his or her team . So we don't have much of a team if we can't communicate and understand each other .

Lance Hood (FranPro) 5:41

And I put it directly on a website and just allowed people to use it , because people love free tools and there's a reason why magazines never don't have a quiz in them , because people like to learn something , and it was a great way to qualify potential leads and see what they're thinking before even jumping on the phone with them . Yeah , it's a very useful tool . Do you have any of the things you want to share where companies have taken on Zorakle and it's made a difference for them ?

Rebecca Monet (Zorakle Profiles) 6:14

Yeah . So I got like a gazillion of those fabulous stories you know , especially with emerging franchisors who are still getting clear on their value package and their product mixes , and you know the next big step , of course , is who's the right franchisee . So I can tell you a story sometime back where I was working with a health and nutrition business and they were attracting a certain type of person . When you think of health and nutrition , you think beauty , you think muscles , you think macho , you think all of those things and all of their marketing went in that particular direction . Yet when we assessed all of their franchisees , separated them based on performance . It wasn't someone that was all about fitness and physique and muscles and you know big old challenges and climbing Mount Everest . That wasn't the person that was doing well . It was an individual who knew how to relate to the consumer . That came in , someone that had empathy and compassion and great influence skills , that knew how to build long term relationships , because these are products that we're going to be used again and again . If somebody was able to build that relationship , so it was a more of a heart person than a muscle person . Right , that was succeeding in the business .

Rebecca Monet (Zorakle Profiles) 7:54

And yet when we looked at all of the marketing that they were currently doing , it was really obvious why they were attracting this other person . I call them a wannabe , right ? They want to be macho and tough and , you know , successful and and prestigious and all of those things . So they're there folks that ultimately don't build relationships there , folks that don't make great consultants and advisors and educators , which is what they were Needing . So it was interesting to watch the performance once we shifted gears , showed them who the ideal franchisee was , and the marketing team came in not our marketing , but their marketing team came in and reposition things . All of a sudden , we saw , over the next two or three years , a 34% increase in revenue , and that was simply by attracting a different franchisee and then , of course , helping those franchisees that were currently there think about things differently , what the real job was . So and we hear story after story after story Of greater satisfaction of that franchisee , longer retention they stay longer and , of course , that steady year over year growth .

Lance Hood (FranPro) 9:24

And so what would be the process if somebody really want to take advantage of the profiles ? There's a process of you know , we do have a button that people can go to and check it out , and we're actually going to gather that stuff and I'd like to send them to actually Test out the Zorakle and get and see their own results today , and so we'll do that and we might even find a way to insert in here like a just a preview of what one looks like . But but anyway , so what is the process of getting started , because one they have to understand ever to give you a process of dialing in for a company and having them actually send it out and use it ?

Rebecca Monet (Zorakle Profiles) 10:04

Right . So I love the idea of having folks take the assessment when you can kind of have your own experience as a potential franchisee what that process looks like . So when you take the assessment you'll get a report back as if you're a prospective franchisee . And then there are two additional reports behind the scenes that a franchise or might get or a franchise broker might get that gives additional information about that individual . So that's a great place to start .

Data-Driven Approach for Franchise Recommendations

Rebecca Monet (Zorakle Profiles) 10:39

If it's a franchise or , we always recommend what we call a spot on blueprint , which is research of their current system . So it's a four step process . Step one is getting together with the leadership of that franchise organization and setting some standards and benchmarks that let us know this individual is performing well and they're a good fit . So that could be things like revenue , it could be things like year over year growth or profitability , it could be they pay their royalties on time or they mentor other franchisees . But first step is always to set those standards of what the ideal is and any other markers are using . And then the next step is to assess the current franchisees and once they're assessed , the franchise or helps us separate them into categories top , mid and low performers and also determining fit . Once that's completed , all kinds of data is exported from our software and we generate a spot on blueprint . This is a 64 page report that quantifies and delineates hundreds of markers , psychographic markers of how the A players , b players and C players , what they might have that's in common . So that would give us a lot of information about the culture and the value package and the skills necessary , for example , to run that business . But it also shows us where they're different , where the A player may score differently , either higher or lower , just differently than our B and our C players . Then we look at the correlations . What is causing them to perform better ? Is this marker actually affecting performance ? Once we review that data with the ZOR , then we implement algorithms into the software .

Rebecca Monet (Zorakle Profiles) 12:43

The franchise or receives a link that they share with their prospective franchisee . Prospective franchisee takes the assessment and the franchise or receives back A eclipse reports which does a side by side comparison of that prospect to the franchise high performing franchisees With the brokers . They also can get a branded tool that they can use as a way to market to prospective franchisees . Do you have what it takes to be a franchisee ? What's an ideal business for you ? But it also helps them communicate , connect , build , report , engage and move the prospective franchisee through the process . The system also if a franchise or is participating . The system also provides to the broker matches , spot on matches of here's my ideal candidate . They took the assessment . Here's a list of franchise or's wherein our candidate looks a lot like the high performers and of course that offers the broker a means to make some introductions and choose to have that prospective franchisee learn more about that particular franchise system .

Lance Hood (FranPro) 14:06

Right , so they can basically have the Zorakle almost point out where that client would potentially be the most successful , and then they could do territory checks there and just see if there's availability to make an introduction to that company . Great idea .

Rebecca Monet (Zorakle Profiles) 14:24

Well , you know , it's so interesting because the idea came from brokers , because when I first got in this business 30 years ago , franchise brokers represented 65 to 75 companies , so you could get to know those companies pretty well as a broker . Right Today , many of our franchise brokers are representing 500 , 600 , 700 franchise systems and they want to do right by their perspective franchisee , they want to do right by the Zor , they want to do the deal , of course , and it's impossible to know 500 , 700 companies intimately so you can make a proper introduction . So the goal , of course , is to help them sift through these franchise concepts that flat out would not be a good fit and narrow it down a bit . So when they make introductions , it's making good use of the perspective franchisee's time and the franchisee Zor can more easily say yes , this is somebody that we want on board . So it increases the closing ratio , but it also saves a ton of time .

Lance Hood (FranPro) 15:41

Right , and thinking about that , how long does it typically take for someone to get up to speed and be using it effectively ?

Rebecca Monet (Zorakle Profiles) 15:51

You know it's so funny because I believe you know , within 90 days you can be well trained in all of the sciences and know how to present the profile and present various franchise concepts . Some people learn faster , you know , they just sort of dig in immediately . And of course we do ongoing training to kind of help through that process . But I got to tell you I've had franchise brokers with me 30 years and they still attend webinars . They still attend training because each time they will notice something else that maybe they missed A metaprogram , as an example , lance right where oh , I didn't notice that on this candidate that might have explained why that deal went south . So you know , we're always learning about human behavior . But I think people can ramp up pretty quickly and of course , as you know , we offer the 90 day trial just so our brokers can learn during that time and try it on their wives and husbands and family members and friends . So you can learn pretty quick .

Lance Hood (FranPro) 17:04

And it does give a tool for people to . It's a , it is a credibility element because it does show that you're on top of it and that you're looking and it's great to offer this . You know potentially . And again I've used as a way to bring leads into the system because I've had people organically come in and fill it out , take it and I'm like , oh my gosh , here I have a new client .

Rebecca Monet (Zorakle Profiles) 17:29

Yeah , yeah , this point that you made is so valid in that you're using a science based , data driven . You know way to look at someone . You're not using your gut reaction , using data , and folks have become better and better at looking at data . So it really does give you a clear insight into your perspective franchisee . But it builds credibility , it builds authority that you're not just going to show any franchise concept . You're going to show concepts that are right and best for that perspective franchisee . So it shows a commitment level . It builds credibility through the science itself right .

Rebecca Monet (Zorakle Profiles) 18:19

And it increases the engagement because there's all kinds of information in there , including things like that prospects , pain points , what's making them come to this idea that they want to own a business , right . So it gives you all kinds of insight and depth . So the engagement isn't superficial . It's a much stronger relationship that you can build in a faster relationship and , of course , you're going to close more deals just because you're making sure it's a good fit . People know when it's a good fit . It's kind of a visceral feel , and if we're showing them businesses that aren't a good fit , they're going to feel that too . They're going to say something's wrong . I don't know exactly , but the tool helps us kind of get beyond that .

Lance Hood (FranPro) 19:05

Right , and we were talking and you were gonna actually . So we're gonna send people over to you . They're gonna actually take this Oracle and you've agreed that anybody that ends up wanting to get started , we're gonna get them a copy of the marketing blueprint and the trigger words , because the trigger words would be important for anybody . Can you explain those two things ?

Rebecca Monet (Zorakle Profiles) 19:27

Oh yeah , I love this topic .

Marketing Blueprint for Franchising With Trigger Words

Rebecca Monet (Zorakle Profiles) 19:29

So the marketing blueprint and the trigger words come from having done a ton of research on a consumer buying behavior . A lot of that logic comes out of Stanford Research Institute and the idea here is we are attracted to certain words , we're attracted to certain messaging , certain fonts , certain colors , and it will stimulate . So I mean I actually love this story of how I worked with Stanford Research on a project I did through Deloitte . I was called in as a franchise expert and then Stanford was called in to do some consumer research and I learned that why someone bought cereal in a yellow box more than they bought in a blue box , as an example .

Rebecca Monet (Zorakle Profiles) 20:20

I also learned when we did this research and worked for Red Robin in this case , I learned that if you served burgers on a wooden table , they would eat more burgers .

Rebecca Monet (Zorakle Profiles) 20:35

I also learned that if you raised the table by so many inches , people would drink more . Whether that's alcohol or milkshakes , they would drink more . I learned that certain music piped in would stimulate the brain to purchase certain things and to either linger or leave right . And we're looking at table turns when we're talking about Red Robin or any food concept . So it was a fascinating science to me of how the brain was attracted to things and how we ultimately spent our money . So I wanted to learn everything about this science and then apply it to franchising to help individuals understand how to attract certain people , most importantly people that are gonna be a good fit , and so this , the marketing blueprint , addresses that , and it also gives you hundreds and hundreds of trigger words that can be used , Simply go here on your ideal franchisee , to get folks to ask more questions . So we're delighted to provide both the trigger words and the marketing blueprints .

Lance Hood (FranPro) 21:59

Well , for everybody who's listening , go here https://Franpro . vip/GoZorakle . You can click on that and start that process and learn . I mean , everything they're gonna do is gonna teach you more and better ways on how to communicate with people . I think it's a great opportunity . Thank you for joining us , Rebecca .

Rebecca Monet (Zorakle Profiles) 22:20

My pleasure , thank you .