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Manzoor Ishani on the benefits of conferences for both franchisee and franchisor
One of the prime advantages of franchising, according to popular belief, is that it enables a
In fact, this responsibility – of improving on the franchise system, and of investing in research,
However, franchisors cannot work in isolation. Although they may to an extent be at the coalface themselves through their own company-owned operations, few have the geographical spread of such operations that would enable them to assess the market as a whole.
Any research and development policy of a franchisor, therefore, usually includes an element of franchisee involvement. Most franchisors will take one or two trusted franchisees into their confidence, using them as a sounding board for their intentions. Franchisors also select certain franchisees to test an innovation in the marketplace to gauge the results before extending it to the rest of the network.
This aspect of a franchisor’s obligations
Although the franchise agreement may give the franchisor rights to insist that franchisees adopt any change wholesale, common sense dictates that greater cooperation, and therefore success, will be forthcoming if franchisees are persuaded to buy into the change. To do so means getting
Franchisee conferences serve a useful purpose. Some are designed to be morale-boosting sessions in order to enthuse franchisees into increasing their turnovers or to facilitate bonding amongst franchisees and the franchisors’ staff, some are a means by which franchisors explain their future policies and intentions.
Others are a platform for the franchisor to introduce and sell to their
Also frequently well received and recognised within franchising is pro-active franchisees making suggestions on how products,
This sort of input is taken seriously by many franchisors and indeed, is increasingly lauded as a means by which franchisees can make a valuable contribution for the benefit of the network as a whole.
On the whole and almost without exception, it has been my experience that
Franchisee conferences can be a very important tool in managing a franchised network and, as with everything else, if they are well planned and executed, can benefit all concerned.