Training Programs: Make or Break Opportunities in the Classroom and On-the-Job

by Laura Liss

As those attending school head back this fall, I was reminded of our own franchise education! Evaluation of a franchisor’s training program is one of the most important parts of considering any franchise opportunity.

Many new franchisees do not have experience running their own business and most have not worked in the same field as their franchise will operate. Successful training programs increase the odds of that franchisee’s success both financially and in fulfilling the “brand’s promise” to its customers.

How can a franchisee evaluate a training program?

Within every Franchise Disclosure Document (FDD) in Item 11, there will be a chart explaining what topics are covered in the “classroom” (either in-person or virtually) and what is covered “on the job.” Study this! Then:

Consider the length of the Program.

Most initial franchise training programs last between 1 – 4 weeks. Can you learn what you need during this time? Can you be away from your home or existing job for this length of time?

(Financial and familial strains matter.)

Are you comfortable with virtual learning?

Since the start of the COVID-19 pandemic, a lot of the classroom training and some “on-the-job” training has shifted to the virtual space, whether through pre-recorded classes or live on Zoom or a similar platform. Make sure you are comfortable learning virtually if your franchisor intends to teach you this way.

What kind of topics will you practice “on the job”?

While on-the-job topics can vary, successfully learning marketing and sales techniques that the franchisor knows are effective in this business are some of the most important lessons for a franchise owner. Especially if you do not have a background in sales! Having the opportunity to practice these marketing and sales strategies on the job is a critical learning opportunity.

Who will the franchisor train?

If you will have a small operation or will be an owner-operator working in your location, it might just be you as the owner and your spouse. For larger operations, there will often be requirements for the owner and all managers to attend training. Consider these requirements because they impact the timing of your hiring and what range of expenses you need to project for your staff wages, travel, lodging, meals and more while attending training in person.

If you will be responsible for a team of employees when you open, also consider what kind of leadership training you will want to receive so you can have a strong team. Also, consider if you will be responsible to replicate any training you received for your future employees if the franchisor is training you to become a trainer for your team. Being able to do a task is one part of learning, but teaching others requires greater mastery.

Will the franchisor be present at your location for your grand opening?

For franchises with a retail storefront, a strong grand opening is critical to the ongoing success of the business! Having experienced team members from the franchisor at your side to ensure everything goes smoothly can make a big difference.

Being able to do a task is one part of learning, but teaching others requires greater mastery.

Call other existing franchisees and ask how effective the initial training program was to them!

The contact information for all the other franchisees is available in your FDD. Do not limit yourself to only speaking with those that the franchisor has suggested or explicitly makes available on a conference call. Instead, call as many franchisees as you can! Ask and really listen to their responses about the training program and other topics. They have already traveled the road you are about to walk down, so you should take advantage of their knowledge.

Initial training is only the beginning, but a strong start is important. Find a franchisor that takes their training program seriously and you will increase your odds of a successful investment!