You’ve built a successful business, and now you’re seriously considering replicating your model and success through franchising. It’s a big step, and one that could see your brand grow exponentially.
But before you launch your franchise brand, it’s crucial to understand that not all franchisees will perform at the same level. Despite your best intentions, you’ll inevitably find a range of abilities, ambitions, and outcomes across your network. Among them, a few will shine brighter than the rest – planning to support these exceptional franchisees is vitally important.
Franchising is often celebrated as a model that allows businesses to scale rapidly. The appeal is so easy to see: by leveraging your proven system, franchisees can replicate your success in new locations. However, once your network starts to grow, you’ll quickly notice that while some franchisees excel, others will struggle to keep up. It’s not uncommon for franchisors to focus their attention on underperforming or average franchisees, working to bring them up to standard. But what about your top performers – those star franchisees who seem to have made success their middle name? Very often, they can be overlooked because they are doing so well. There is a false notion that these franchisees don’t need support, that they are OK to be left alone.
The danger of overlooking high performers
Think about those highest-performing franchisees for a moment. They will consistently exceed expectations, generate impressive revenues, and embody your brand values. They’re the ones you will proudly showcase at franchise events, asking them to share their success stories with the rest of the network. In many ways, they will be your ideal franchisees – a model for others to aspire to.
But while they’re driving growth for your brand and contributing significantly to your bottom line, there is a danger that you will not be investing back in them to help them accelerate their growth even further? High-performing franchisees are often left to their own devices, with the assumption that they’re already doing well enough and don’t need the same level of support as others. However, this mindset can be a ticking time bomb. If these top performers feel they’ve hit a ceiling or become stagnant, or feeling unheard and unsupported, the likelihood of them looking to exit your brand increases.
Some franchisees exit the network because they feel they’ve reached the end of the road. They’ve outgrown the level of support provided by the franchisor, and with no clear path for further growth, they start to lose motivation. Worse still, if the focus remains solely on helping underperforming franchisees, high performers may feel taken for granted, underappreciated, or even bored. This can lead to disengagement and, ultimately, their departure – a costly loss for both parties.
A different approach to franchisee support
The problem often lies in a one-size-fits-all approach to franchisee support. Every franchisee is different, and while some will thrive with the basics of your franchise model, others will require more tailored support to continue growing. Your high performers, in particular, will very likely need advanced strategies and resources to take their businesses to the next level.
So before you even launch your franchise brand, think carefully about what your support will look like when those top 5% of franchisees begin to show signs of significant business growth – sometimes greater growth than your original model achieved. While it’s essential to have systems in place to help underperformers and new franchisees get up to speed, your top-tier operators deserve just as much attention. They’ve already proven they have what it takes to succeed, but without ongoing investment in their business development, their growth may stall. So, what can you do to keep them engaged and thriving?
Creating space for peer-to-peer growth
One of the most powerful ways to support your high performers is by facilitating opportunities for peer-to-peer collaboration. When like-minded, high-achieving individuals come together, something magical happens. They share ideas, challenge each other, and push the boundaries of what’s possible. By creating a space for these top franchisees to connect, you can help them reimagine their potential and drive even greater success.
This kind of collaboration doesn’t happen by accident, though. It requires intentional effort from your franchise support team. You’ll need someone who can match the skill level of your high performers, ask the right questions, and foster intelligent business conversations. This may mean bringing in a specialist who understands how to help high achievers reach new heights.
The investment pays off
Investing in your top performers is an investment in the future of your brand. It’s not just about keeping those franchisees happy – although that’s certainly a benefit. When your top franchisees are supported and empowered to grow, the financial rewards for both them and you can be significant. As their businesses expand, so too does your revenue.
By actively investing in your top franchisees, you send a strong message that their contributions are valued. This, in turn, promotes greater loyalty and reduces the risk of them leaving the network. It’s a win-win situation: they get the support they need to continue growing, and you get to retain your top talent.
Franchisee satisfaction matters
As a franchisor, one of your core goals is to ensure your franchisees are running successful, sustainable businesses. Happy franchisees are more engaged, more motivated, and more likely to stay in the network long-term. It’s why awards like the Franchisee Satisfaction Awards, by Work Buzz exist – to recognise the importance of franchisee happiness.
But satisfaction isn’t just about meeting the needs of your average franchisee. It’s about understanding the unique needs of your high performers and investing in their continued growth. By doing so, you can create a network where every franchisee – from the newest recruit to the top performer – feels supported, valued, and empowered to achieve their full potential.
As you plan to grow your business model through franchising, remember this: your highest-performing franchisees are your greatest asset. Don’t hold them back by neglecting their need for ongoing support. Instead, invest in their growth, and watch them, and your brand, grow further.
