Building Community and Strong Business Relationships – The Key to Establish Presence in the Market
The success of the franchise concepts frequently depends on the skill and competency of their system. A lot of franchisors underestimate the community networking’s impact and fail to recognize how powerful it could be in improving the bottom line of the company. Not only determining longevity and networking in the marketplace, but also it can attract new business prospects, which will embed the franchise in the community and turn this into a neighborhood landmark.
Select the Right Franchisees
It’s essential to pick franchisees who can network in their communities and serve as the ambassadors to potential franchisees must be evaluated carefully on their brand. These include checking networking capabilities and character through filling out the personality profiles, looking at the current affiliations with different organizations, and conducting in-depth interviews. Choosing candidates who have a detailed knowledge and history of the community and positive references area proven to be able to establish solid business relationships. Candidates with personable and positive character can be a networking machine, particular if given with the right tools. The franchise systems communicate early on to the franchisees that most of their effort and time as a franchise owner will be spent maintaining and creating such relationships, and that this activity is important to their success.
Motivation and Training
Franchisee trainings are a good opportunity for the franchisors to teach the new members of the system on how to market their business on the grassroots level as well as coach on maintaining and building relationships. The new members must be trained to experts not just in the industry, yet to position themselves as the experts in the community. Encourage the new franchisees to join the chambers of commerce and join in some community organizations.
The franchise systems can survey their existing franchisees on a regular basis on their ROIs from networking, different philanthropic activities and business partnerships. Surveys give helpful information on the effective marketing activities in the current markets that can be used in educating new franchisees and create recommendations to be involved with particular groups in the community. For instance, the partnership with Girls Scout organization in local area might be more effective and cold yield high ROI than the same kind of partnership.
Set Goals, Benchmarks, and Requirements
Franchise companies may further emphasize the significance of community involvement through making it mandatory. It’s particularly helpful for the new franchisees who might not have networking experience. Requiring a charity partnership yearly can get a ball rolling for the franchisees, enabling them to see the advantages of such activity as well as motivating them to explore some partnerships on their own. As the franchisees grow and be successful in their markets, the franchise systems can help them keep their community relationships and make new ones through setting annual goals and benchmarks. Regular communication in franchisees on the results of the partnerships and success reporting from different campaigns is another way a home office can gain knowledge on what’s most effective for their brands.