Franchise Update Magazine Issue III, 2011 | Page 29

CMO roundtable
them and use their knowledge and wisdom to develop initiatives for the entire
system. By engaging with franchisees at
every step, you make them part of the
decision-making process. The initiative
(whether it’s a new product launch, a
marketing campaign, or a new service)
will be more successful as a result.
Throughout the collaborative decision-making process, it is important for the franchisor to understand
what motivates the franchisees. If you
don’t feel like you have their support,
ask them why. Talking to franchisees
about their concerns (actually picking
up the phone and talking to them, not
just sending email) and then listening
to them is powerful.
Ma