When you invest in a franchise, one of the most valuable assets you gain access to is a business development or field manager. This support significantly differentiates a franchise from an individual business where there is no back-up or guidance to hand.

But what does this field manager role actually entail, and how does it help you succeed?

Essentially, a great field manager, or BDM, has three roles:

• Relationship architect: building a strong, supportive bridge between you and the head office.
• Brand guardian: ensuring every location remains aligned with the brand’s standards and reputation.
• Business coach: analysing your finances and developing strategies to boost your bottom line.

In today’s data-driven world it is crucial to use the measurements at hand to stress-test the business, to look for opportunities to reduce operating costs and boost revenue.

However, the best BDMs will also bring emotional engagement to the task of supporting their franchisees.

Commercial acumen should be matched with transparency, positivity and a genuine interest in a franchisee’s wellbeing to deliver the best support.

How to spot a good franchise field manager

Buying into a franchise is all about branding, training, systems and support. A good one-on-one relationship with a BDM can prove a real boon to any new business owner.

But how can you spot if a franchise network has high-quality support? The best way to find out is to talk to existing franchisees to get a clear picture of the support culture.

You’ll want to know how current franchisees view the overall culture of the business, and some specifics about how BDMs interact with their franchisees.

For instance, how often does the BDM visit a franchisee, and how dependable are they in responding to concerns? What happens in challenging situations or disagreements – does the BDM handle things calmly and help find a solution?

Does the BDM actively share best practice tips from other successful franchisees? Do franchisees have confidence in their BDM’s business acumen?

It might be useful to ask a franchisee to point to a specific improvement a BDM has made to their business.

What is the day-to-day working relationship like? Do they show genuine concern for a franchisee’s wellbeing?

It is vital to feel confident that the team is ready to stand by you. You want a field manager who can provide invaluable guidance, particularly if you are new to business ownership.