THE BUILDING BLOCKS OF FIELD MANAGEMENT
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Franchize Consultants explain how to get a return on your investment
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At Franchize Consultants we specialise in helping new & established franchisors put together the building blocks of practical & effective field management
Field managers play an integral role in the development and management of a franchise system. What they do can help make or break a franchise system, and individual franchisees. That’s why their role is recognised in the Westpac New Zealand Franchise Awards every year (see page 6).
‘Our research shows that the true cost of a field visit can range from $500 to $2,500 per visit,’ says Dr Callum Floyd of Franchize Consultants. ‘Given this cost, and the potential impact on franchisee and franchisor results, it’s clear that franchisors should make every effort to build an effective field management programme that delivers positive results.
‘Yet, all too often, we see companies assuming that their field managers will magically help develop franchisees and relationships without the training and tools needed to do so. To be fair, many field managers do work wonders despite this but, given help, they could achieve so much more: solid improvements to important metrics like franchisee sales; market share; profitability; brand alignment; customer satisfaction; and change implementation, among others. Such improvements would represent a very real return on that $500-$2,500 investment for all concerned.’
An effective Field Management Programme has two key stages:
• Preparing the franchisor business for providing an effective programme
• Preparing new field managers for being effective field managers
Callum says there are many important aspects to preparing for better field management. ‘First, you need to formalise objectives, roles and processes, including the field visit focus, position descriptions, role KPIs and processes. Key standards for processes from preparation to follow-up should be formalised within a Field Management Programme Manual, particularly for organisations with more than one field manager.
‘The franchisor business should also prepare tools for field managers including the fundamental franchisee manual/s and training systems, business plans, financial and business reports (including benchmarking), and so on. Franchisees should also know what to expect from field visits and receive a common service level.’
Field managers also benefit from considerable preparation prior to visiting franchisees. To be credible in the eyes of franchisees and achieve positive outcomes, Field managers need to be properly trained in the specific business. They need to understand the product or service offer, operations, structure, strategy and history. They also need to understand franchising, including the franchise’s history and business model, field management roles and objectives and relationship management.
‘Finally, they need to learn how to work with franchisees effectively,’ Callum points out. ‘This means an intimate understanding of what drives the franchisee business model, as well as how to use all of the tools they have at their disposal for working with franchisees and individual franchisee development to date.’
‘Field visits play an incredibly important role in developing franchisee and franchisor performance and relationships,’ Callum says. ‘At Franchize Consultants, we specialise in helping new and established franchisors put together the building blocks of practical and effective field management programmes and get a real return on their investment. Contact us for more details.’
See this advertorial on page 66 of Franchise New Zealand magazine Year 26 Issue 4
Contact details for Franchize Consultants
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This material is copyright © Franchise NZ Marketing Limited, Franchise New Zealand ™ magazine and Franchise New Zealand On Line . While it may be downloaded for personal use, no part may be reproduced in any form whatsoever without the specific written permission of the publisher.