Not Satisfied as a Franchisor - Roomba Vaccuum's Problem is yours!

I know I chose a very unusual title for this article, but I was hoping to gain the attention of franchisors that are growing but are stressed by the unexpected strain of their relationships with their franchisees.

Building a successful franchise system is about more than just financial success. It’s about creating a business that reflects the pride and passion you had when you first grew it.  Without it long term financial success will be difficult and even so, the strain of the bad relationship between you and the franchisees will take it toll.   

Just as customers were not the brightest in thinking a Roomba could pickup anything (unlike a traditional vaccuum) it was Roomba's problem that had to be solved. With franchisees you may be right about an issues but it is still your problem!

The foundation of your success was the love customers had for your product or service. Now, as a franchisor, your product has shifted: it’s the franchise system itself. And your customers are no longer the end consumers—they are your franchisees.

If you don’t understand this shift, you’re thinking backwards. Just as you once worked tirelessly to ensure your end customers loved your product, you now need to channel that same energy into making sure your franchisees are satisfied. Without this mindset, your chances of building a thriving franchise network diminish significantly. Let’s explore why this perspective is crucial.

Ensuring Happiness Through Franchisee Satisfaction

Just think ahead. Your paradigm is all wrong. You know you would never be happy if you sold burgers and your customers complained. Why do you think you would be happy if you sold a system to someone who is unhappy?

Market Forces don't Lie - Rooba Vaccuums Problem is yours!

We all understand market forces very well. You make a product, you get good reviews, and you know you are on track. You make a product, you get bad reviews, and you know you are done with. If you were selling a product on Amazon and you only had 3.0 starts you know you have a problem that needs to be solved.  Even if you are sure your product works properly, if your customers cannoot figure it out, you will will realize that you need some warning labels, better instructions, or maybe some videos online.

Sure, I will agree and say the customer is stupid.  When Roomba released its Robotic Vacuum Cleaner customers expected it to pick up heavy debris like screws, coins, or large chunks of food. When the vacuum couldn't handle such items, they left negative reviews, claiming it was "useless."  For whatever reason customers had developed a different expectation of this vacuum.

Roomba had a choice, blame the customer and get bad reviews or solve the problem with redesigning the product an clarifying realistic expectations (Read more about Roomba in my sister article).

So all of a sudden, you are selling a franchise system to franchisees, and you are getting dissatisfaction. All of a sudden, it is their fault.

This is completely backward. It might be their fault at most, but it is your problem.

Regardless, you need to solve that problem. If you have unhappy employees, you will have unhappy customers (we know that). So if you have unhappy franchisees (those who can’t leave easily and have a much deeper connection with you), your customers will know!

You need to ask yourself: how can I deal with them and make them buy in?

ROLLING OUT AN INITIATIVE

When rolling out a new initiative, ask yourself:

• Did you try it first? Can you prove that it works for yourself, or are franchisees being treated as guinea pigs?

• Act as if it were your business. If they haven’t bought in, it won’t work. You might be correct (it is not your fault), but if they don’t buy in, it is your problem.

Why Franchisees Are Your Real Customers

1. Franchisees Drive Your Business Growth

Your franchisees are the ones investing in your brand, expanding its footprint, and taking on the day-to-day operations of the business. Their success is directly tied to your ability to provide them with a system that works. If you focus solely on the end consumer and neglect your franchisees, their performance will falter, leading to dissatisfied customers and poor growth.

By viewing franchisees as your primary customers, you’ll prioritize building systems, tools, and support that empower them to succeed. Happy, profitable franchisees will not only renew their agreements but also advocate for your brand—a win-win for everyone involved.

2. You’re Selling More Than a Product—You’re Selling a System

When someone becomes a franchisee, they’re not just buying your product; they’re buying into your operational system, training, support, and brand reputation. A franchisor’s job is to create a system that minimizes guesswork, reduces risks, and maximizes profitability for franchisees.

If you fail to deliver a turnkey solution that franchisees can easily replicate, you’re setting them up for failure. And when franchisees fail, your brand’s reputation takes a hit, making it harder to attract new franchisees and customers alike.

3. Franchisee Satisfaction Impacts Customer Experience

Franchisees are the gatekeepers of your brand’s customer experience. Their ability to deliver quality service and maintain consistency across locations is what builds trust with the end consumer. However, franchisees can only achieve this if they have access to the right training, resources, and ongoing support.

Neglecting your franchisees leads to disorganization, inconsistency, and ultimately, a poor customer experience. On the other hand, satisfied franchisees who feel supported are more likely to go above and beyond for their customers, creating positive ripple effects for your entire brand.

4. Your Reputation as a Franchisor Is on the Line

Franchisees talk. If you fail to meet their needs, word will spread, and it will become increasingly difficult to attract new franchisees. A strong reputation as a franchisor—one who values and supports their franchisees—is critical to expanding your network.

When franchisees are treated as valued customers, they’re more likely to speak positively about their experience, helping you build credibility in the marketplace. This goodwill becomes a powerful recruitment tool for new franchisees and strengthens your overall brand.

Shifting Your Mindset for Success

To succeed as a franchisor, you must embrace the mindset that your franchisee is your customer. This means investing in:

• Comprehensive Training: Ensure your franchisees understand every aspect of running the business.

• Operational Support: Provide tools and systems that simplify daily operations.

• Marketing Assistance: Help franchisees attract and retain customers through proven strategies.

• Open Communication: Create channels for feedback and ensure franchisees feel heard and valued.

• Quality Assurance: Regularly audit and refine your processes to maintain consistency and excellence.

By prioritizing your franchisees’ needs, you create a foundation for mutual success. Franchisees who feel supported are more likely to succeed, which in turn enhances your brand’s reputation and attracts even more opportunities for growth.

Conclusion

You are the  in charge.  You are the decision maker and the head of this partnership. As a franchisor, your job is to provide franchisees with the tools, systems, and support they need to succeed. When you treat franchisees as your primary customers, you build a thriving ecosystem where everyone—from the franchisor to the franchisee to the end consumer—benefits.

The secret to franchising success isn’t just about great products or services; it’s about recognizing that your true customer is the franchisee. Embrace this mindset, and you’ll set yourself up for long-term success in the competitive world of franchising.