{"id":2247,"date":"2023-11-16T16:33:44","date_gmt":"2023-11-16T16:33:44","guid":{"rendered":"https:\/\/franchisors.com\/franchisespringboard\/?p=2247"},"modified":"2023-11-16T16:34:53","modified_gmt":"2023-11-16T16:34:53","slug":"how-to-start-field-coaching-your-franchisees","status":"publish","type":"post","link":"https:\/\/franchisors.com\/franchisespringboard\/how-to-start-field-coaching-your-franchisees\/","title":{"rendered":"How to Start Field Coaching Your Franchisees"},"content":{"rendered":"

By: Angela Cote, CEO + Founder, AC Inc<\/strong><\/em><\/p>\n

There is hidden profitability in every franchise system that is found when you start field coaching your franchisees.\u00a0<\/span><\/p>\n

When you coach franchisees to be strategic business owners instead of operators, you generate more royalties, healthier franchisee lifecycles, and improved franchisee validation in your franchise development.\u00a0<\/span><\/p>\n

The steps below are part of our team\u2019s proven process to help franchise brands begin field coaching with their franchisees and unlock that hidden profitability found in every system.\u00a0<\/span><\/p>\n

Let\u2019s start with the basics: What is field coaching?<\/span><\/p>\n

What is Field Coaching<\/b><\/h2>\n

Field coaching is the process of proactively coaching your franchisees to become better business owners and improve their profitability. Field Coaches are the roles within a franchise system that coach franchisees, both in the field and\/or virtually.<\/span><\/p>\n

Field coaching is different than initial training or reactive support. Initial training gets your franchisees all the information they need to run their business, and reactive support like template libraries or hotlines is for franchisees to get help when a question or challenge arises.<\/span><\/p>\n

Field coaching helps franchisees work ON their business instead of just in it. Examples of field coaching include 1:1 coaching calls, group coaching programs, financial analysis support, goal setting, SWOT analysis, accountability, and action planning \u2014 just to name a few.<\/span><\/p>\n

Now let\u2019s get into the steps for implementing\u2026<\/span><\/p>\n

Step One: Assess Your Current Franchisee Support<\/b><\/h2>\n

To start field coaching your franchisees, we must first look at how you are currently supporting your owners. Often, there is initial training and reactive support in place. Perhaps you even already have some form of ongoing coaching in place.<\/span><\/p>\n

To assess your current forms of support, use the Who, What, Why, When, and How structure to analyze the effectiveness of your current support strategies.<\/span><\/p>\n

Answer when, how, why, etc. you are providing coaching and ongoing development for your franchisees, and the financials of franchisees who are leveraging the support.<\/span><\/p>\n

It\u2019s key to understand both your franchisees\u2019 financials and their satisfaction levels (surveys and 1:1 conversations are good for this step) to get a holistic view of the effectiveness of your franchisee support.<\/span><\/p>\n

If you <\/span>only<\/span><\/i> look at your franchisee\u2019s financials, you may miss out on identifying disgruntled franchisees. But if you only analyze your franchisee\u2019s satisfaction, you may miss out on identifying happy franchisees who still need support with their financials.<\/span><\/p>\n

Step Two: Create Franchisee Buy In on Field Coaching<\/b><\/h2>\n

Once you have identified how your franchisees are well-supported and where there are still gaps to fill with coaching\u2026 The next step is to create buy-in with your franchisees.<\/span><\/p>\n

Like introducing anything new to franchisees, it\u2019s imperative to explain the WHY behind the new strategy or initiative.\u00a0<\/span><\/p>\n

By explaining to your franchisees (and home office team members) what is currently in place, where you\u2019d like to improve, and how putting field coaching in place will improve each owner\u2019s business success, you will better align everyone on the goals and vision.<\/span><\/p>\n

This may seem like a simple step, but it\u2019s also one that can be easily skipped over which can cause confusion and make the implementation less successful. All of that is to say \u2014 don\u2019t skip this simple but important step!<\/span><\/p>\n

Step Three: Hiring & Training a Field Coach<\/b><\/h2>\n

If you are a brand with 5-30 units with no field coaches yet in place, a common implementation strategy is to have someone on your home office team who is strong operationally and has the <\/span>right traits and experiences<\/span><\/a> take a step into the Field Coach role.\u00a0<\/span><\/p>\n

This is a good strategy at this stage because a field coach in a more emerging brand will likely also take on other operational or training duties in their role.<\/span><\/p>\n

If you have more than 30 units, it is a good idea to hire someone specifically to start field coaching your franchisees in a more full-time capacity. Perhaps even more than one if you\u2019re a more established brand.<\/span><\/p>\n

When you look at hiring your first Field Coach, beware of <\/span>just<\/span><\/i> seeking someone with past Field Coach experience. Instead, work on finding someone who has the right traits and background \u2013 look at the example list below!<\/span><\/p>\n