Edited by Ann Dugan, Published by Association of Small Business Development Centers (ASBDC)

Cooked up by CPA's, Attorneys and Insurance Brokers, with a dash of disgruntled franchisee and a pinch of fatherly advice from a franchisor, this utilitarian dish is nothing if not healthy. With a steady diet of this recipe, potential franchisees will leave table full and satisfied and yearning for a VERY rich desert to make up for all pragmatic, reasonable and intelligent ingredients used to prepare this three course meal.

Course 1: "Choosing Your Franchise" opens with a light salad of franchising history explaining how Singer Sewing Centers were first franchisor in 1858. There are tales of early automobile dealership franchises, oil company and service station franchises, and motel chain successes that lead to explosion of franchise phenomenon in 1950's and 60's. The bulk of color is made up of tart slices of Ray Croc's establishment of Franchise staple, McDonald's. With some dressing made up of a bit of "Good News Future" discussing establishment in 1992 of American Association of Franchisees and Dealers or AAFD, (the equivalent of a Franchisees union) to tilt flavor toward sweet.

There are croutons here to add texture and variety, warning that you must be very clear that there is a large difference between an entrepreneur and a franchisee. It is simply stated that if you spend more time thinking about how things "could or should be" then it is likely you are an entrepreneur and that franchising is definitely not for you. Predefined trade dress, business practices and required equipment, signage, etc., are each carefully chosen and non-negotiable by franchisee. Once again, AAFD proudly spices this ingredient defining newly negotiable items of contracts and leases while clearly stating that Franchisor maintains upper hand in all cases.

THREE MODES In recent years, much has been learned about way human brain processes information. The memories we have, way we perceive experiences, are controlled by our visual, auditory and kinesthetic abilities. Everything in our minds is there primarily due to what we see, hear and feel. Remember these three modalities, they are VERY important. Again, they are VISUAL, AUDITORY, KINESTHETIC.

These three modes combine in any learning or communication process. We use all of them to a degree. However, research indicates that with majority of us, one of those modes is more dominant than others. Do you like to learn by watching, looking at diagrams or training videos? Probably you are more visually oriented. Do you prefer to be told through spoken word? Or are you kind that likes to get his hands on subject and starting doing, learning through a process of experimentation? Then you are probably more of an auditory or kinesthetic.

If this is true of us, it is true of other person. What if you knew which kind of mode is dominant in person you are talking or writing to? Could that help build rapport or in some way make communication more effective? YOU BET! Companies have spent thousands of dollars educating their salesmen to utilize this knowledge. The results? Dramatic!

How can you apply this very valuable insight? By taking special note of words and phrases your prospect uses. People often uses expressions that indicate which modality they are thinking in at that moment. For example, "I see what you mean", "I hear you", "I've got a feeling about this". When you hear these expressions, sit up, take note. They are sign posts pointing to that person's modality.

So you have sign posts, what do you do now? You respond in same manner. Start using expressions in that person's dominant modality. Why should this work? Because words convey ideas to other person's mind. You start communicating on other person's wavelength. Just like to modems making an internet connection, your two brains start 'hand shaking'. The effect is amazing. Skeptical? That's understandable. Just start and try it and you won't be any longer.