Field Support in Franchising

Field staff are the eyes and ears for feedback

to the franchisor

They also represent the system standards,

requirements, and culture to franchisees and their teams

2Michael H. Seid & Associates, LLC

There may be multiple objectives met by unit visits: New store launch

assistance Consulting and

coaching Monitoring franchisee

compliance

What is the Purpose of Unit Visits?

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For new stores, an expert operator or a team goes to the franchisee’s site for a period of time to: Help with store set-up, ensure approved

displays, layout, etc. Train new personnel Act as role models for customer service Infuse the company culture

What is Included in New

Store Launch Assistance?

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First year intensive help: marketing, business planning, customer service, technical

Ensuring compliance

Ongoing help: analysis of struggling locations, sharing of best practices

Typical Franchise Consulting/Coaching Functions

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How Often Should Field

Visits Be Conducted?

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After successful business launch, track unit performance

Take a tiered approach; franchisees needing more help may need more frequent visits

Se-ries1

0

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4

6

VolumeRepeatTicket Price

Systematize compliance visits with checklists and action plan templates

Avoid adversarial attitudes

Encourage franchisee compliance by highlighting the benefits of standards and requirements

The Compliance Monitor Role

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Provide timelines for corrections, and monitor their accomplishment

Collaborate with franchisee on steps to achieve goals

Co-Create Written Action Plans

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Each franchise system must assess its needs: Some technical trainers may be needed Some business consultants may be needed In some systems these roles can be combined As system grows, field staff may be based in

regions vs. sent from corporate location

There is No One-Size-Fits-All

Role for Every Franchise

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Keep Field Team Well Informed

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Announce system updates to field team before franchisees

Provide field staff with rationale and benefits for new programs or system changes

Conduct regularly scheduled phone meetings with field staff to provide updates and get feedback on program execution

Modify Programs Based On

Field Visit Feedback

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Study field visit reports that may reveal system-wide performance issues requiring new training or communications

Training Program

s

Field Visits

Field Reports

Identify Themes

Modify Training

Contact:Marla RosnerSenior Training Consultantmrosner@msaworldwide.com415-499-3533

12Michael H. Seid & Associates, LLC

Does Your CompanyNeed Field Staff

Training or Programs?