How to Pick a Diamond in the Rough: 3 Qualities of a Successful Franchisee

By Georgina Scott

A franchisee can make or break your business. This has become even more applicable in the aftermath of the COVID-19 pandemic. It is the franchisee who will be pivotal in your business’s recovery and long-term success. So what qualities should you look for in a franchisee?

1. Leadership

Leadership is without a doubt hard to define, but we all know it when we see it. Leadership is a crucial characteristic of any successful franchisee. A leader’s personality and leadership style allow them to develop a productive and supportive culture within their business. They can mentor those around them, including fellow franchisees, to reach new heights. As we emerge from this pandemic, leadership is undoubtedly needed to set an example of determination and resilience. This can inspire their teams to overcome tough times and propel the business forward on the road to recovery.

It should be noted, however, that everyone has different leadership styles! This is dependent on a variety of factors including personality, past experiences, and background. As there is no set mould for what makes a great leader, this is a quality that can be developed, taught, and refined over time. Some franchisors even invest in the learning and developing of this skill for their franchisees given its importance to the business’s ultimate success.

2. Work Ethic

This quality almost goes without saying. A franchisee must understand that positive results are highly dependent on the amount of effort that is put in. Work ethic can be evidenced in prospective franchisees through impressive work experience. However, it may also be evident in the way a franchisee feels about the business. If they are passionate about the brand, and truly subscribe to the values and aims of the business, then they are highly likely to not only put in the work, but to demonstrate a high level of discipline in pursuit of the business’s goals.

3. Communication Skills

The franchise structure requires clear communication, across the board, for success. For a franchisee this means the ability to both actively listen, and proactively disseminate written and verbal information. The franchisee must communicate their vision for the business clearly with staff to ensure they “buy in” on the process. They must also understand that communication is a two-way street. Franchisees must be able to take on board feedback from their staff. It is oftentimes these personnel who are working on the frontline of the business, engaging with customers, and therefore developing an understanding of what is and is not working. This information is crucial for the business’s long term success. Moreover, the franchisee must be able to take on board constructive criticism from their franchisor. This will allow them to continuously improve and develop.

Conclusion

To sum up, it is important that your franchisee demonstrates leadership, work ethic and communication skills. These three qualities can have a significant impact on the ultimate success of the business. However, there are many more qualities that may prove helpful, and thus should be considered, when selecting a franchisee.

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KASS

Communications at KASS International Sdn Bhd

KASS International is an established Intellectual Property Firm which offers a one-stop solution for IP matters in Malaysia, South East Asia, and worldwide.