Investing in franchisee training is the key to franchise success
The moment a new franchisee signs on the dotted line heralds the beginning of what will hopefully be an exciting and rewarding working relationship for both franchisee and franchisor. It also marks the beginning of the franchisee’s learning journey as they should now receive all the training, guidance and support to get their new venture off the ground and run it successfully and profitably.
How it happens, when it happens, and in what form franchisee training takes place varies significantly from franchise to franchise. Most franchise training programs will cover operational standards and procedures, business administration and financial management, customer service standards, sales and marketing, supplier processes, and the recruitment, training and management of employees. Some can be face-to-face and in class, some can be online. In some industries, franchisee training also includes on-site training. Whatever the business or industry, what should be the common thread is that the franchisee training program is considered an absolute priority by the franchisor. If you do it right, the franchisee will have an edge on the road to success. But if a franchisee is not properly trained and supported from the outset, problems are likely to arise fairly quickly, resulting in frustration on both sides, difficult working relationships, and possible damage to the reputation of the overall brand.
The main purpose of a franchisee training program is to ensure that franchisees have the knowledge, support and know-how to properly duplicate the franchise business model, as well as to ensure consistent and quality delivery across the network. It is generally one of the main reasons a franchisee will have joined the franchise in the first place – to be able to take advantage of the franchisor’s knowledge, experience and established model with a track record of success, and to get the model up and running quickly and monetizing their new venture. New franchisees can come to the business from a variety of backgrounds and experience and skills, but regardless of their background, the franchisee training program must cover every aspect of starting and running the business and all franchisees must complete the full training. Even if a franchisee comes to the brand with, say, sales and marketing experience, they will still need training on how to effectively market the franchise brand and business, identify and reach the right audience, and how to get the right message across and stay on-brand.
Franchisee training is an aspect of the business that should be regularly reviewed by the franchisor and operations team. Asking franchisees for feedback as they complete initial training is a helpful tool for evaluating any gaps in the program. Regularly evaluating the performance of the existing network and identifying common problems or difficulties, particularly in the first year of a franchisee’s journey, will also help identify where additional training and support may be needed in the beginning. future new recruits. It also goes without saying that the franchisee training program and associated resources should be reviewed and adapted whenever there are material changes to the business or brand.
Franchisees learning should not stop after initial training is completed and the franchisee has launched the new business. A good franchise brand recognizes the value and importance of ongoing support and refresher and development training across their franchise network to ensure standards are maintained, franchisees remain motivated and eager to move their business forward and up to date. to keep up with changes in practice or developments in the industry.
For some new franchisors, developing and delivering a franchise training program can be a daunting task. It can be difficult to take that step back and put yourself in the shoes of someone new to the brand and company. In such circumstances, enlisting outside help to put together – and sometimes deliver – effective training can be a worthwhile investment.
Delivering a comprehensive, quality and supported training program will give new recruits the skills and confidence to embark on the path to success. This in turn will undoubtedly improve the franchisor’s business in the long run, making training investment invaluable and even crucial.
