This presentation addresses the role of field staff in franchising, coaching and consulting functions of the franchisor, the purpose and importance of field visits, and monitoring compliance to brand standards.

1. Field Support in Franchising

2. 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
Michael H. Seid & Associates, LLC
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3. What is the Purpose
of Unit Visits?

There may be multiple
objectives met by unit
visits:



New store launch
assistance
Consulting and
coaching
Monitoring franchisee
compliance
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4. What is Included in New
Store Launch Assistance?
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
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5. Typical Franchise
Consulting/Coaching Functions



First year intensive
help: marketing,
business planning,
customer service,
technical
Ensuring compliance
Ongoing help:
analysis of struggling
locations, sharing of
best practices
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6. How Often Should Field
Visits Be Conducted?


After successful business launch,
track unit performance
Take a tiered approach; franchisees needing
more help may need more frequent visits
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4
Volume
2
Repeat
0
Ticket Price
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7. The Compliance Monitor Role



Systematize
compliance visits with
checklists and action
plan templates
Avoid adversarial
attitudes
Encourage franchisee
compliance by
highlighting the
benefits of standards
and requirements
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8. Co-Create Written Action Plans


Provide timelines
for corrections,
and monitor their
accomplishment
Collaborate with
franchisee on
steps to achieve
goals
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9. There is No One-Size-Fits-All
Role for Every Franchise
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
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10. Keep Field Team Well Informed



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
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11. Modify Programs Based On
Field Visit Feedback
Modify
Training
Training
Programs
Identify
Themes
Field
Visits

Study field visit
reports that may
reveal system-wide
performance issues
requiring new
training or
communications
Field
Reports
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12. Does Your Company
Need Field Staff
Training or
Programs?
Contact:
Marla Rosner
Senior Training Consultant
mrosner@msaworldwide.com
415-499-3533
Michael H. Seid & Associates, LLC
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