HOW TO WORK WITH YOUR FIELD MANAGER

Just like any good boss or mentor, a field manager’s (or area manager’s) job is, put simply, to help their franchisees achieve success. It’s literally that simple.

Imagine starting your own business and having someone on hand that you can turn to at every step of the way for support, advice and encouragement. That is exactly what a field manager is there for. But surprisingly, very few franchisees actually take full advantage of the wealth of knowledge available to them.

Having worked in Operations for a couple of years and as an area manager for four years, I have come to the conclusion that an effective working relationship comes down to both the franchisee and field manager working equally hard, as well as something I call “constant and deep communication”. This type of communication can involve a few difficult conversations, however when it’s done well and in the right spirit, it can ensure franchisees receive quality support and an opportunity to make the most informed decisions.

The ideal field manager and franchisee relationship should be built on the idea of working together toward a common goal – usually the success of the franchisee’s business – with every decision a field manager makes being based on this. Field managers are strongly motivated by the courage, determination and work ethic of their franchisees and nothing makes them happier than seeing their franchisees achieve success.

To begin building a successful working relationship, one of the best things a franchisee can do is establish open communication with their field manager. Be open and honest and notify them of everything you are doing, particularly anything you feel you are not doing well. Knowing the strengths and weaknesses of a franchisee allows the field manager to identify opportunities for improvement, develop practical solutions and effectively work with the franchisee and their team to execute them.

As a franchisee, it is important to accept that whatever happens in your business is your responsibility. While it is important for both franchisees and field managers to take responsibility for their actions, field managers should not be blamed whenever the business is performing negatively. It is human nature to want to place blame on others when times are tough, but lashing out and pointing the finger in anger achieves very little … other than damaging the relationship, of course! In fact, I would argue that it is during the difficult times that franchisees need their field managers more than ever. If the relationship is strong, it is during these times that a good field manager can assess the situation and use their expertise to create a strategic solution.

It can be very frustrating to field managers when franchisees don’t come to them when they need support. If there is one thing field managers hate more than anything, it is silence. With access to a range of communication methods now readily available on our computers and mobiles, there has never been a better time to easily communicate. Despite this, communication between franchisee and field manager can still be a large issue. Far too many times I have seen situations escalate out of control when they could have been resolved quickly and easily just by speaking up early. Whether it is a lack of communication or misinterpretation, poor communication can be detrimental to all parties.

Arguably, the most important thing a franchisee and field manager should do early on in the relationship is establish a strong framework around communication, ensuring each party understands the other’s preferred communication style and method. Developing open lines of communication is crucial to ensuring success for not only the relationship between field manager and franchisee, but also the wider business.

When done well, communication presents the largest opportunities for franchise businesses to succeed and cannot be encouraged

enough. I also like to encourage franchisees to ask their field managers as many questions as possible. Throughout my career, I have noticed this to be the most underutilised support method.

The role of a field manager is designed specifically to support and guide franchisees, so it is vital that franchisees utilise them.

Hired for their expertise and knowledge of the franchise system, field managers carry a wealth of knowledge that they are eager to share. In the case of Bakers Delight, for example, many of our field managers come to the business with extensive baking experience, which gives them the scope to provide both practical business and product-focused advice. A few years ago I completed a formal bakery apprenticeship in order to understand our business better and I have to say, the knowledge I gained has really taken my franchisee relationships to a new level.

For a franchisee, I would encourage curiosity and advise against being afraid to ask too many questions. As the old saying goes, no question is a stupid question. Besides experience, asking questions is the best way to learn and advance your career as a franchisee.

Speaking of experience, when it comes to utilising a field manager well, I highly recommend spending less time in meetings and more time working together. There can be so much time wasted pondering and attempting to construct the perfect plan instead of tackling issues head on. Although I encourage planning, over-thinking instead of quality action can also hinder progress.

Overall, the single most important priority of any field manager is to increase the sales and profitability of their franchisee’s business. That being said, the most important note I hope readers take away is that franchisees have an incredible resource in a field manager and the more this resource is utilised, the higher the chance of success. At the end of the day, a field manager’s success is determined by the success of their franchisees.

PRACTICAL TIPS

• Understand each other – establish open lines of communication early on in the relationship and understand what works for both parties. • Maintain constant and deep communication – ensure you are making the most informed decisions by talking honestly and frequently.

• Ask questions – don’t be afraid to speak up early … especially when things aren’t going well!

• Team work – work on a plan with your field manager and then work together to achieve the common goal.

While it is important for both franchisees and field managers to take responsibility for their actions, field managers should not be blamed whenever the business is performing negatively.