(FS10) Franchise Impressions Set By Non-Products In Your Business

When customers walk into your franchise, it’s clear that they’re thinking of a specific product or service that they can find at your brand. They come for the burger, the vacuum, and the reliable brand name products—but there are other things that make the experience more so than your inventory.  As a franchise owner, you should be aware of what all is making an impact on who you are and the experience that your customer is having. The equipment, cleanliness, décor, and employee appearances are just some of the things that can create a positive or negative experience with your customers.

Taking Inventory in Your Franchise

As you walk through your store every day, you should ask yourself most of these questions:

• Are problems resolved quickly?
• Are products stocked?
• Are you available to answer questions or problems customers might have?
• Are you meeting the physical needs of all customers?
• Are you offering all the products your customers expect?
• Are your employees friendly, helpful, and well-trained?
• Are your employees groomed and presentable to your standards?
• Can your customers see the quality of your service when they drive by?
• Do customers or employees have concerns about safety and security?
• Does your decoration look fresh and clean or faded and dirty?
• Is equipment upgraded?
• Is service prompt, dependable, and consistent?
• What does the outside of your store look like?

The answer to all of these questions can be yes with the help of your team. If you think it will help, create a physical list to post in your break room and encourage your staff to help achieve everything on the list on a daily basis by helping each other out and even make a reward for outstanding service if the goal is met. A great way to start new habits is to lead by example. If you expect your employees to do all of the above, it’s got to start with you so get your hands dirty by approaching your business with rolled up sleeves, prepared to serve the customers with honesty and integrity.

People Will Always Be Kind of Shallow

You may think that people judging your franchise based on appearance is pretty shallow, but the truth of the matter is that appearance really does matter, especially for a location. A well taken care of store is going to give the appearance that the workers care more about their customers and their jobs. A place that looks run down or dirty may appear frightening to some on top of having them question your services. That’s not to say that every franchise that looks great is going to have great service or that dirty-looking franchises have terrible service, but assumptions will always be based off of a first glance and this is very commonly an evolutionary defense in some way. Don’t take it personally, but do take it as a great study on how to improve our business, reputation, and community reception.

Continue Reading More From the Franchise Series 10:

• Creating an Effective Marketing Plan for Your Franchises
• Methods to Keep Your Franchises in Front of Your Audience
• Evaluating National and Local Franchise Advertising Strategies
• If Your Franchise Doesn’t Have National Advertising
• Franchise Advertisements Will Effect Your Public Relations
• Respecting the Customer Base of Your Franchise Company
• Maintaining Good Relationships as a Part of Franchise Business