I’m working with a franchisee at the moment who hasn’t got a Scooby doo about franchising and what it means to be a franchisee.
Don’t get me wrong; he’s a good guy and will be a good businessman when he can get his backside into gear.
No, the problem comes when we talk about what it means to be a franchisee in a network. Let me give you a couple of examples about what I mean.
Like many, if not most, franchise businesses franchisee’s marketing is defined by a geographical territory and, again like many, this one is based on post codes. The long and short of it is this: if someone calls from outside your territory and it’s in someone else’s you must pass that lead on to the other franchisee.
My client received a lead from within some else’s territory and, instead of immediately passing the lead over he decided that he was going to take it… until I pointed out the error of his ways.
And even then it was pretty grudging.
Then we started talking about some other fundamental issues. Like: ‘I’m not getting the sales figures they told me I would get.’
Okay, let’s look at the two aspects of that particular statement. The first is this:
He wrote his own business plan and then asked for feedback from the franchisee. When he developed the plan he asked a number of people from his previous corporate life to get involved and then he submitted the plan to the franchisor… who, naturally had feedback, that was generally ignored.
The other side of the coin is that he’s quite correct; he isn’t getting the sales results ‘they said I’d get’. But, by the same token, he’s not doing the marketing ‘they’ said he should do.
He can’t have it all ways and, as I’ve always said (if the system is right) franchisees will be successful to the extent they follow the system. And this guy just isn’t following the system.
Now, ordinarily I would say that the franchisor has a responsibility to ensure that their franchisees know what they’re getting into and they understand what’s expected of them as a franchisee and that they must have failed in this essential duty.
…only this time I know they haven’t failed ‘cos, I’ve been telling the guy the same thing many times over.
He’s just not suited to franchising and, unless he changes his ways, he’s going to find the whole experience very frustrating… and so is the franchisor.
So it is their fault after all.
I knew it would be.