When it comes to franchise brands, why do some franchisors seem to work so well with their franchisees while others don’t? It’s a subject we’re happy to take on during this week’s Proven Match blog edition. We’re going to take a closer look at some of the keys of successful franchisors and how they contribute to creating a winning combination.
The most successful franchise systems thrive on being a consistent brand for their franchisees. Their business model, core values, operations and support systems are applied equally to all who are vested in the brand. There are no favorites or “teacher’s pets” within the mix of franchisees and all work together to support one another without fail. And that’s the best validation that money can’t buy.
The Management of Expectations
Franchise brands that enjoy a healthy relationship with their franchisee counterparts almost always provide a clear set of managed expectations that are established from the very beginning of the business relationship. The franchise investigative process, where contracts are drawn up and executed, is transparent, straightforward and collaborative. With managed expectations, franchise brands never promise what they can’t deliver.
A Two-Way Street
We’re talking about communication and accessibility. Strong franchise brands are designed to provide feedback and support to its legion of franchisees. This is such a simple task, yet you’d likely be surprised at how many franchisors do a poor job at it. Though you’ve probably heard this before—you do have two ears and one mouth for a reason. Successful franchise brands keep a line of communication open at all times—and it usually includes access to the entire senior leadership team.
Top franchise brands are smart enough to realize that flexibility in their system is synonymous with keeping franchisees happy. If there is one constant in the business world, it is change. And if franchisors aren’t suited to adapt to a changing marketplace, they can quickly fall behind. Operating procedures, policies and other proprietary systems should be given routine maintenance, often on the suggestion of franchisees within the system who work the day-to-day operations. Business operating systems can and do change with the times. Corporate culture shouldn’t.
Strong franchise brands have a steady hand at the helm of their operations. In most cases, they act, rather than react. The business of building a successful franchise brand operation involves protecting that brand and making sound business decisions that affect the lives of the independently owned franchisees. A strong franchise brand should be focused on long-term growth, as well as monthly sales goals. Continually finding ways to gain a competitive edge in a narrowly defined business category is what separates franchises that last and those that don’t.
A well-established and successful franchisor is interested in providing feedback in all aspects of the franchisee relationship. It’s up to them to provide direction and commentary on what franchisees are doing right, as well as what they’re doing wrong. Some achieve this level of feedback through regular and anonymous surveys. Some take a more direct path. But choosing to be involved in how individual franchisees conduct business on their behalf shows a level of care and concern necessary for shared success.
Sometimes franchise brands make the all-too-common mistake of treating their loyal franchisees as customers, rather than valued partners. Those who avoid this mistake will always share the common goal of growing brand loyalty with a satisfied relationship between franchisor and franchisee.
As a franchisor, the best way to ensure superior franchisee relationships is to know which existing and potential candidates best fit your business concept. Proven Match is the proven solution in determining those factors. Through our proven behavioral assessment techniques, predictive analysis becomes predictive success for your franchise concept. If you’re ready to show your leadership by getting started, give us a call and we’ll put you on the path to a more productive year in 2016.