The role of mentoring to improve franchise relationships.

Today franchise systems are looking more and more at the role of mentoring and its affect on their overall system. Mentoring is not just for those individuals seeking to improve in their careers and personal lives. It has found its way into the franchising sector as an effective franchisee-support tool. Just one of the positive results of implementing this type of program is to have improved relationships between the franchisor and franchisees within their system.

Positive Reinforcement

How is it that a mentoring program can affect the relationships that a franchise company has with its franchisees in such a positive manner? Based on conversations with both franchisees and franchisors that have mentorship programs in place, they state it is about communication.

There is never-ending talk about communication and the need to improve one's skills in communicating. Franchise systems continuously look for new and alternative ways to improve the effectiveness of their communication with franchisees. The reason for this focus on communication with franchisees is because it is a known fact that communication between each other is critical to creating positive relationships. If one were to reflect back on his personal relationships, he would see that those they have the best communications skills with are the same people he has positive personal relationships with. In order to have effective, positive relationships there needs to be effective communication. A mentorship program can be one of the tools a franchise organization has to use in delivering communications effectively.

Beginning the process

What are franchisees first impressions when they begin their journey in a franchise system? Many times when new franchisees come into a franchise system they know virtually no one and have no idea to whom they can turn to other than the franchise company for advice, confirmation and empathy. They want and need to build relationships within the franchise system with their peers and eventually they will develop those relationships, be they positive or negative. This is where having a structured mentorship program in place offers help to new franchisees in guiding them to positive relationships with their peers. A mentorship program helps generate positive interaction between franchisees that can mature and build into positive peer relationship that offer support.

A mentorship program will increase communication, as well as build a team-oriented franchisor-franchisee relationship that will help to solidify the foundation of the franchise system and strengthen the brands. With this in mind, the franchise organization needs to be willing to facilitate the development of the relationships with fellow franchisees. By doing so the franchisee not only has additional support tools that enhance the relationships that they build with their peers, but as Rissy Sutherland, vice president of operations for Moran Industries has stated, "When franchisees find that experienced franchisees work hand-in-hand with the franchisor it shows how strong the camaraderie is within the system." The value added in the support of the franchise system is not only shown through a mentorship program but also in its effects on the open communication it creates.

Mentorship Program Benefits

The key benefits of a mentorship program include:

* Creating open communication.

* Generating positive interaction among franchisees.

* Establishing camaraderie within the franchise system.

When looking to create a mentorship program within a system, franchisee involvement is imperative to its success. Therefore, including the system's franchise advisory council in the development process is imperative. In addition to the inclusion of the FAC, a successful mentorship program will focus not only on mentoring new franchisees coming into a system, but all franchisees in need within a system. Linda and Bob Kaplan, franchisees of Money Mailer and participants in the establishment of the Money Mailer Mentoring Second program have said, "In order to have an effective mentorship program the franchisor must not only sanction the program, but also encourage it. Having an established mentorship program in place reflects positively on the franchisor and leads to open communication within the system and that's a win-win for everyone."

Mentorship Program Structure

The basic structure of the program must include criteria that establish those franchisees that have the ability to act as mentors. The manner in which a potential mentor operates within the franchise system needs to be examined and become the basis to the criteria that is set to be a mentor. Those mentors need to have continuous communication with the franchise organization, not only from the perspective of the protege, but also with what the franchisor system's objectives and goals are for the system. As the mentor begins the relationship with the franchisor at this level, the mentor feels a level of involvement and accountability within the system. The mentor has an opportunity to share in the same concerns that the franchise system has for a franchisee. Mentors begin to see that developing and supporting a franchisee is more involved than once thought. The mentor shares in the belief of the system and the programs that the franchisor has developed for the franchisee. In all reality, the mentor becomes a conduit in positive communication of the beliefs and culture of the franchisor.

Overall the benefits to a mentoring program established within a franchise system enhance the relationship between the participants. It allows for proteges in a system to have additional resources to tap into without feeling as though they are in it alone. Franchisees realize that the franchise system genuinely cares about their success and is providing the most effective support tools possible.

Barbara Moran is president of Moran Industries, Inc. She can be reached at 708389-5922 or [e-mail].