Nigel Toplis explains why it is the responsibility of the franchisor to keep network morale high.
The importance of franchisee morale cannot be understated. And it is the responsibility of the franchisor to keep his or her business partner’s motivation levels high at all times. Why? Because it’s a core tenet of franchising and without wanting to sound like a worn out old record, ‘a franchisee is in business for themselves, but not by themselves.’
If you start your own business, you are responsible for every aspect of it. In a franchise, the franchisor provides the complete package. These include experience, proven operational methods, marketing tools, collateral, sales training, technical guidelines and help with procurement, along with a corporate identity, trademarks and the brand itself.
When a franchisee follows the system and uses the tools at their disposal, they are significantly more likely to see their business grow and flourish. And there is no greater morale booster than watching your business become successful. This applies to both franchisor and franchisee. Positive vibes are important for all businesses.
But if things don’t go well, some franchisors may be tempted to apply a ‘short term fix,’ in an effort to raise morale. However, in reality, it is more effective to have a strong and consistent set of core values because there are no short cuts in business.
Franchisees need leadership and strength of conviction from the franchisor. They require guidance on best practice and, sometimes, even an injection of discipline. Franchisees feel more confident when they know that the franchisor fully understands the pulse of the market and possesses a strong business strategy. These are two key attributes that are critical to the morale of the entire network.
Knowledge, experience and certainty are the cornerstones of creating a positive morale, backed up by the availability of tools, collateral and processes which all help to ensure that franchisees feel individually supported. By the same token, franchisees need to understand that by following best practice procedures, this is the clearest route to success.
Franchising is a crazy mixture of conformity (business systems) and individuality. It’s all about merging the best of big business practice and smaller operations, with a common objective of achieving business success.
As franchisors, we expect franchisees to work hard and implement the system, using whatever core skills they already have. By doing this, they are well placed to build and drive a successful business. As a member of a franchise, they may also be called upon to assist other franchisees within the network.
We are always on the lookout for people with the ambition, drive and desire to run their own business. These are people with good communication skills and the ability to build relationships. We try to recruit passionate people who share our values of honesty and integrity. If a franchisor selects their franchisees wisely and provides them with guidance, discipline and vision, then morale for all parties should remain high.
