The Franchisor / Franchisee Relationship


Anyone will tell you that relationships only survive if you nurture them. The franchising model only works if both parties are successful, and to be successful you need to work together. Franchising is, ultimately, a partnership which relies on the same values as any other relationship; communication, commitment and consistency.

Communication

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  • Communication skills start for the franchisor when recruiting franchisees. The franchisor must be open and honest about the franchise package, including; the level of support given, the opportunity potential, and clarity on what is expected of the franchisee community.
  • In the same way, franchisees completing research need to be open & honest from the start, about their needs, their abilities and expectations. Lack of clarity or dishonesty at the start will undoubtedly taint the long-term relationship.
  • Throughout the franchise agreement, the need for effective communication continues. The franchisor must give effective feedback – good or bad – and be clear on what is expected. On the reverse side, the franchisee needs to be willing to listen, accept the feedback and, ultimately, act on it.
  • There may be tough times for the relationship, even disagreements, and it is at these times when open communication is crucial in maintaining a successful working relationship. Both parties must be willing to listen to each other and to continue being open and honest about their expectations.

Commitment

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  • As with all relationships, commitment is needed on both sides. Both parties must be sure that each are committed to the others’ success – franchising only works when both are successful.
  • If expectations have been communicated early on, each party will know what success looks like to the other. Working together to achieve success is essential.
  • The franchisor has an ongoing commitment to support the franchisee, this means providing continuous advice, listening to ideas, celebrating success and ensuring that franchisees are fully part of the business team.
  • For the franchisee, commitment means following the proven model, engaging with both the brand and team, and supporting improvements by offering solutions not just problems.

Consistency

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  • A relationship is not built on showing up once, it’s built on each party consistently being there and each party remaining consistent in their approach.
  • Consistency also means following a pattern, remaining steady and being in conformity – all these definitions apply to the franchise relationship. It’s well known that inconsistency fosters confusion, and confusion within the franchise relationship is dangerous.
  • In terms of the franchisor, it means being consistent with the type of franchisee they recruit. The brand will be easily damaged if franchisees are recruited who don’t fit the profile.
  • It also means being consistent with support; regular communication and reviews to measure performance and always being there.
  • Lastly, it means being consistent in all communications, never promising something which can’t be delivered, keeping communication lines open and remaining honest about expectations.
  • For the franchisee it primarily means consistently delivering the proven model, there is no need to change the process or reinvent the wheel, although giving suggestions and solutions to improve is always welcome. And, of course, always show up – consistently engaging with the brand is a must.

If the three C’s of Bracey’s Franchisor / Franchisee relationship appeals to your work ethic, then speak to our Franchise team today


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