Franchise on the brink? Top tips to fight back
But suppose that your commercial marriage does not run to plan. Suppose you flounder and begin regretting investing in the $130 billion industry. Don't get stressed: here are 10 top fighting tips.
Seek top-tier support. If you're worried that your franchise is failing, enlist in-house oversight, says business coach and franchising expert Tracey Leak. Franchisers and head office teams honestly want to help their franchisees succeed but may well fail to see that you are struggling, she says.
Cool it. You can't make a logical decision when your emotions are running high, says Leak. To turn your franchise around, you need to step back and weigh it up coolly. Your franchiser or a business coach may help.
Soul searching. Ask yourself some tough questions about why your franchise is failing. A key challenge is the tendency to believe your franchise offers "a ticket to success".
It's true, Leak says, that a franchise will fast-track your ability to run your business because of its supportive structure.
But the chief barriers to success are often the actions conducted by you: the franchisee. "Are you following the system or have you started your own version of the system?" Leak says.
Pinpoint particular weak points. Sometimes it seems that everything about your business is wrong, Leak says. Stop and analyse. You might only need to tackle one or two problems.
Perhaps you have plenty of leads but are not sinking sales. Or you have the wrong employees and it is time to train them up or hire new staff. Or maybe it is you who needs training.
Reread the manual. Go back to basics, recommends franchising strategist Brian Keen.
Run through your franchising training. Leaf through your operations-and-procedures handbook. Also check that your team is sticking to its script.
Smarten up your act. Ensure everyone is in uniform, Keen says. Everyone should look smart, be courteous and follow up leads.
But when franchisees get desperate, Keen warns, they do the hard sell, making customers suspicious.
Look local. Many franchisees neglect local marketing. So make an effort to bump up neighbourhood trade. Keen suggests seeking promotion in newspapers and on radio. Also, hand out flyers and free samples outside your shop.
Get webby. According to Keen, 80 per cent of businesses are still not internet-savvy, which means they are missing lots of inquiries. So, without busting the budget, get a website rigged up as soon as possible.
Fix every blemish. Take a thorough, multi-step approach to fixing your franchise. "It's not one thing: you've got to do lots and lots and lots of little things," Keen suggests.
"It may be flags outside the shop. It may be a couple of splashes on the windows. It may be A-frames - it can be all manner of things."
Stay hungry. Too many franchise owners fall into the trap of "cruising". At all costs, avoid becoming complacent.
Frequently Asked Questions about this Article…
Start by taking a calm, structured approach. The article recommends seeking top-tier support from your franchiser or head office and getting outside help like a business coach. Take time to cool down, step back from emotional reactions, and then analyse the business to identify one or two specific problems to tackle first.
Franchisers and head-office teams often want franchisees to succeed and can provide in-house oversight, additional training or operational guidance. Enlisting their help early can uncover support options you may not know about and provide practical ways to improve performance without going it alone.
When emotions are high you can’t make clear, logical decisions. Cooling off lets you objectively assess what’s going wrong, weigh options, and work with your franchiser or a coach to implement changes rather than making rash fixes that might worsen the problem.
Do some soul-searching and pinpoint weak points rather than assuming everything is broken. Ask tough questions like whether you’re following the franchising system or have drifted into your own version of it. Look at where leads drop off, staff capability, sales processes, and whether you or your team need extra training.
Yes. The article advises going back to basics: reread your operations-and-procedures handbook, revisit your initial franchising training, and check that your team is sticking to the script. Consistent systems and training often fix operational gaps that hurt sales and customer experience.
Boost neighbourhood trade with local initiatives like newspaper or radio promotions, flyers, free samples and signage outside the shop. At the same time, get a simple website up — the article notes many businesses aren’t internet-savvy, so a basic online presence can capture missed enquiries without breaking the budget.
Very important. The franchising strategist in the article recommends fixing every blemish — from flags and window splashes to A-frames — and ensuring staff look smart, wear uniforms, are courteous and follow up leads. Lots of small improvements can add up to a noticeably better customer experience and higher sales.
Avoid complacency and the hard-sell desperation trap. Don’t ‘cruise’ or drift from the system; stay hungry, keep improving, and resist aggressive hard-selling that makes customers suspicious. Focus on consistent systems, local marketing, staff training and fixing many small issues rather than chasing one big fix.
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