Being a successful franchisee is all about following the franchisor’s model. Unfortunately, many fail to do just that
All reputable franchises, certainly all members of the bfa, are well-structured, properly organised and have successful track records. These franchisors have devised a replicable formula that can enable franchisees to succeed if they follow the model. But the operative word here is 'if'.
It never ceases to amaze me why someone would invest their hard-earned savings in a franchise and then ignore much of the training and advice provided by the franchisor. Sadly this often happens and it leads to under-performance, dissatisfaction and loss of opportunity.
The parts of business in which this most frequently occurs are unquestionably sales and marketing. The technical skills needed to make signs, clean chimneys, unblock drains or fit car tyres are relatively easy to learn and franchisees usually have no difficulty with this. They enthusiastically accept the training, follow the system and are soon competent technicians.
However, when it comes to selling and marketing their businesses it is all too often a different matter. They ignore the system and fail to learn the right skills.
For some reason the word 'sales' strikes terror into many franchisees. Those who succumb to this fear end up hiding behind the technical side of their business and don't master the skills needed to generate growth. They spend their days working hard in their business rather than on their business. They become busy chimney sweeps or plumbers rather than following the franchise system and generating all-important growth.
That is why it is important to ask yourself if you are the type of person who can embrace someone else’s system, follow their lead and accept their advice. If this doesn’t sound like you then it is unlikely you will flourish in a franchise situation.
You don’t need to reinvent the wheel if you choose a franchise that works. Your hard labour and focus can go into driving forward to win more business and boost your profits, not trying to find a new direction to move in.
Crucially, a good franchisor is not looking for sheep as in franchisees who are happy to plod along with the rest of the flock. Instead they will welcome vitality, initiative and a sense of belonging to a team. All of these qualities will foster an ethical culture to ensure everyone shares in the success of the brand.