Indepedent Business Consultant Freelance
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Why Franchise Consistency Can Make Or Break Your Business

8th Dec 2015
Indepedent Business Consultant Freelance
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As a franchise owner, providing consistent customer service is one of your central responsibilities. It’s not enough for a franchise to offer great service at one or two locations – what makes the franchise system work is consumer trust in consistency. Consumers need to know they can trust your brand to deliver the same level of service no matter where they are.

The Value of Consistency

“Throughout my career, I've strived to stay consistent about consistency. Even the best business plans will fail without a dedication to consistency,” says serial entrepreneur Eric Holtzclaw. “If I say I'm going to do something, I do it. If I say I'm going to be somewhere, I'm there. If I initiate a new business process or initiative, I follow through. In my experience, consistency is a must as you build and grow your business.”

While Holtzclaw is talking about consistency in the broader sense of business, consistency in a franchise model is also incredibly important. In fact, it’s probably more important than consistency in any other business model. The reason is that franchises wholeheartedly depend on consistency.

Without uniformity between franchises, each individual branch is essentially pursuing its own goals. These goals could contradict one another and compromise the integrity of the larger brand. However, when consistency is a priority, the brand benefits from the power of numbers. If you want to beat out the competition, pay attention to how consistent your franchises are.

5 Tips for Maintaining Franchise Consistency

Without further ado, let’s review some of the top tips that have allowed the best franchise brands in the world to maintain consistency over many years.

Create clear procedures. You must give franchisees a model to follow. Without framework, you can’t blame them for failing to do things according to your ideology. This means literally writing out procedures and reviewing them with franchisees on a regular basis.

Collaborate and communicate. Collaboration is a big part of consistency. You need to regularly communicate with your franchisees and let them know that it’s okay for them to contact you with questions and concerns. It’s when communication channels are shut down that consistency is diminished.

Be willing to listen. While it may sound contrary to the pursuit of consistency, you must be willing to listen to your franchisees and give them some freedoms to pursue unique strategies. While you should never let an individual franchise deviate from the brand’s core values, it doesn’t hurt to allow for small tweaks here and there. It gives franchisees an opportunity to feel respected and heard.

Hold franchises accountable. If a franchise steps out of line, there needs to be a consequence. Accountability is the only way that a franchise will adhere to the rules laid about by corporate. Everyone needs to know that consistency is important and that you won’t stand for anything less.

Gather together regularly. Depending on where your franchise locations are situated, it may not be possible to get everyone together in a single place. However, it’s important that you make an attempt to gather your franchisees from time to time. Whether it’s an annual conference or weekly regional meeting, getting people in the same room allows them to feel that they’re part of something bigger than themselves.

Your Goal: Sell Consistency

As a franchisor, your goal is to sell consistency. Without consistency, your brand falls apart and your core customers lose trust in what you’re selling them. While it’s not always possible or productive to micromanage every single franchise you have, it’s imperative that you stay on top of things and provide structure so that consistency is not compromised. 

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