Franchisee Training - Development or Interference

The world of franchising faces a unique challenge when it comes to developing motivating and ultimately increasing the success of its brand and the individuals that create it.

The continuous battle is between providing the support that franchise's need, allowing the individuals the space to express themselves and having the consistency in approach and delivery that protects and enhances the franchises brand and market position.

So with a difficult challenge facing each relationship within a franchise how do you make the most of the huge resource and potential that is just waiting to be released?

The answer lies in playing to the strengths of the people involved in the franchise and knowing when you need help.

The Franchisor
What is it that you know best? Where do your strengths lie and what do the franchisees look to you to provide? Corporate Jedi's experience suggests that franchisees want some direction and support in building a business structure. They want to know that their money is well spent and that their return on investment will be worth the effort. They want the tools that allow them to succeed and a platform to build from.

As franchisors, you are the best people to provide this basis for success. You have developed systems, process and structure that you know work, because you have tried them and carved a niche that is successful in your field.

It is often said that you can't wrap your experience around other people but as a franchisor that is exactly what you are doing. A large portion of the value that you can add is to share your experience.

Your franchisees don't want to reinvent your systems or have to make the same mistakes that you made in creating your business. You need to find a way to take away the pain of being a ground breaking pioneer but leave in the excitement and sense of achievement that comes with a new adventure.

How do you achieve this?
Concentrate your training on your area of expertise. Your franchisees want to know how to do what you do. In short they need to know what they don't know they don't know. A detailed induction program should provide all the information and practical support to ensure that the franchisee has all the tools to be successful in their new venture.

An ongoing support structure should provide follow up to the induction process and provide a helping hand to walk the franchisee through the practical application of the business, as issues arise in a live situation.

From this point on the franchisor should maintain regular contact to update the franchisee on changes in systems, innovations in the chosen field and share stories of success and failure within the wider group to promote best practice and development of a successful business.

What Else is Needed ?

The nature of a franchisee is such that they are looking for a challenge and a way to express themselves and create something that they influence and control.

It is this individual expression, desire to succeed and ownership of the business that contribute so strongly to the success of franchises.

The combination of good, proven systems and processes and passionate committed people is a potent recipe for continued success.

The missing ingredient is often providing the individual tailored support needed to drive the franchisee to reach their true potential and exceed beyond their natural ability.

A franchiser will be hard pushed to achieve this. How can they?

The individual nature of those attracted to a franchise makes it very difficult if not impossible to cater for everybody's needs.

How can you account for the past experience and acquired skills of a diverse group of individuals who join a business for different reasons with different objectives and aspirations of success.

Add to that the inevitable variations that geographical issues place on any business and you begin to see the size of the problem.

Building training costs into the franchise package will inevitably lead some to think they are paying for things they don't really need, while others may leave feeling they haven't got the answers they came for and so feel they haven't got value.

A compromise at best, at worst a poor reflection on an otherwise great franchise with people feeling poorly supported, patronised or ripped off.

The Solution Play to your strengths!
Getting the best out of individuals and supplying the skills to make the best use of the tools is a specialist job. Recognising this and enlisting the help and support of the experts is the key to getting the most out of a franchise.

Jack of all trades and a master on none is never so true as in this situation. Franchisors are the experts in their given field. No one is better placed to supply the information and tools to excel in that area. But know your limitations. Pass the baton to those who are better to placed to add the value you know franchisees deserve.

Again one size doesn't fit all. Providing access to a network of franchise approved coaches, consultants, trainers and mentors will provide the option for franchisees to select the people they feel most comfortable working with in the area of business that they need help with.

The franchisor can ensure that approved panel understand the franchise and its market place and so are well placed to provide the additional support the franchisees need.

The franchisee should foot the bill for the additional support they require. This will achieve two things :

1. No one is paying for something they don't need
2. The individual can make a value decision and has an interest and commitment to making sure they get a good return on investment.

The franchise business model is so powerful because it brings together two of the strongest ingredients to success, passion and experience.

Whatever you do make sure that you engage each other and communicate.

Communication is the transfer of energy. Make that positive energy work hard and enjoy.