Advisory Oct, 23 2009

Sound franchise relationship

Franchisees are the driving force to run the franchise system. A healthy relationship between the franchisor and the franchisees is essential for a successful franchise business. The article is a key to maintain successful franchising relationships.

By Ramanjit Kaur
Feature Writer
Sound franchise relationship

Your franchise business cannot succeed unless you do not know the art of building and keeping a strong relationship with your franchisees. It is an imperative part of a franchise system. As a franchisor, it becomes utmost important to you to understand the needs and necessities of your franchisees and help them whenever they need you. Let us discuss in detail the method for keeping your franchisees happy and stable under your brand umbrella.

At the most fundamental level, franchisor provides his franchisees with his intellectual property that includes the brand name, business know-how, infrastructure designing. As Shahnaz Husain, Founder, Chairperson & Managing Director, The Shahnaz Husain Group says, “If the brand is well established and well positioned in the market, the franchisee can also be sure of the franchisor’s business, like infrastructure, manufacturing units, R & D, and distribution network.”

Organised methodology for setting up a franchise

Before selecting franchisees, it is your duty as a franchisor to do a complete homework regarding what you are exactly looking for in your franchisees. And what kind of support and guidance you will be providing to your franchisees. It is always advisable to the franchisor to develop a proper strategy for developing and setting up a franchise from selecting the franchisee to making it a success. The orgainsed way of developing a franchise will itself speak about the success of the franchisor. You have to invest in methodical, regular and specialised selection process followed up by good training and induction system to assure the success of your franchisees.

Provide essential support

As a franchisor, you have to take care of your franchisees’ goodwill by offering them every possible support and back-up that they require not only during the initial phases of their business establishment but even after that. So, as a franchisor you should not be ignorant about certain attributes that can undermine your franchisees’ success. At times when franchisee is vulnerable and need franchisor’s hand, then your willingness to make all the necessary guidance and support available to him/her is the key of building a healthy relationship.

Brand value

Well-established franchisor or brand speaks for itself. It is an excellent source of market information for the franchisees, which is an intangible benefit to them that would not be available to an independent owner.

Provide fair and honest deals

As a franchisor, it is crucial for you to enable your franchisees to fulfill their personal and financial aspirations. You have to become an expert by treating all your franchisees as individual with unique interest, needs and goals. So, if you want to earn the loyalty of your franchisees, then they must be able to see you as a fair and honest individual. Your level of interest and consistency in dealing with your franchisees make them think that you genuinely take care for their success.

Regular training schedules

Technical excellence and produced novelty may help you in getting started but it is certainly not enough to sustain long-term growth and success for you and your franchisees. You have to assure standard co-operation and regular back-up to your franchisees. This is possible only when you will stay in touch with all your franchisees and keep a track of information that gives a complete idea about your franchisees’ business performance and direct them from time-to-time to enhance their performance.

Updated technologies and techniques

In order to keep the franchisees interest intact, it is advisable for the franchisor to be innovating and try and adopt some latest technologies in your franchise systems.

Give your best by concentrating and focusing your efforts on building long term franchise relationships. The franchisees not only help you expand your business across territories but are the most cost-effective way of advertising your franchise business. By delighting your franchisees, you are laying a foundation for a truly marvellous franchise system that will stand up in the stressful times of your franchise life.

Related: Test ride to success via pilot franchising

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