How can franchisors build all-important credibility with franchisees?

Franchisor executives need to quickly establish credibility with their franchisees. This is particularly important if you are a field manager who has just joined a brand. But it’s equally relevant for field managers taking on a new territory within their existing brand.

How to establish credibility

You can gain credibility when you are perceived as trustworthy, caring and an expert in your field. Franchisees will subconsciously evaluate whether you are genuine and whether you know what you are talking about, right from their first contact with you.

You can build trust by telling them a little about yourself and your interests. Remember it’s not all about you, though, so don’t overdo this. Just share a little about your background; mention anything you have done that will be relevant or of interest to them.

It will be useful if you have previous experience running a small business or operating a successful company owned unit. However operational expertise is only part of a field manager’s role.

The best field managers are first and foremost business coaches. These field managers assist franchisees understand their metrics, set relevant business goals and commit to action plans. The best coaches are often not the best players.

Find out about your franchisees

You can ask two questions that put the focus firmly on the franchisee. Ask “What’s been on your mind?” and “What would you love to see happening in your business?”

Ask franchisees about their history with the business, and listen with humility, curiosity and empathy. This is especially imporrtant with longer tenure franchisees. Established franchisees want to feel understood and convinced that you are focused on helping them.

Don’t be drawn too far into past issues that you may not be able to do anything about. It’s okay to say “I can’t really comment on that as I wasn’t involved” or “I can’t change the past but I can work with you from now on to improve things.”

Ask “What do you think needs to happen now?” if things are getting bogged down.

Avoid these credibility killers

You won’t win credibility overnight, it takes time. But it can be quickly lost. Avoid these credibility killers :

• Failing to establish a connection with the person. Listen carefully, ask questions and try to understand their perspective. If you are empathetic it doesn’t mean you have to agree with them.
• Not adapting your communication style to theirs. Quiet, reserved franchisees will close down if you are too loud and extroverted, for instance. Match your energy level and tone of voice to theirs to build rapport.
• Pretending to know more than you do. Franchisees are generally perceptive, down to earth people who can spot a phoney approach.  You will come across as untrustworthy if you tryg to be something you are not.
• Making promises you won’t be able to deliver on. While it feels good to say ‘Yes’, if you can’t deliver the goods, you’ll quickly be seen as unreliable.
• Trying to solve too much too soon. Better to start off moderately, especially if there have been problems in the past.

Establish your credibility from the start.  Use the initial meeting to build the foundations for a great working partnership. Set yourself up for success. Structure the first meeting so it starts and ends well, and remember, how this meeting ends is how the next meeting will start.

• You can learn more practical strategies and tips for effectively supporting franchisees at a Field Manager Bootcamp run by Greg Nathan, author of The Franchisor’s Guide to Improving Field Visits.