By Steve Roulstone
I have spent the last few weeks seeing many prospective Franchisees as a result of the National Franchise Exhibition at the Birmingham NEC held last October. This is a very busy time of year and of course very concentrated when it comes to discussing Franchising in general and the issues that affect people when they are considering joining the growing numbers of Franchisees in this country. As I said, concentrated, because I am being asked several questions on a daily basis and one of the major issues seems to be one of cross Territory trading.
Whose customer are you?
Boundaries are of course easier to define in some industries than in others. For example, we cannot insist that a Landlord only buys his property in the Territory that we ‘own’ as part of our Franchise agreement. This is easier for example if we were delivering produce, or providing a specific service at any particular address, rather than a centralised style of Management Business, especially one that the general public are associated with as Tenants, not because we are a Franchise, but rather because as a Franchised industry, we provide a service they want, such as housing.
Whose choice is it anyway?
The question that gets asked so often is how do we cope with property that falls in a different Franchised area, but where the Landlord wants to use the services of a different Franchise than the Franchisee who ‘owns’ the area where the property is situated. This will also be a problem for some service providing Indistries, especially where Family are concerned as they are bound to want to favour their own, and indeed may not even use the Company at all if it was not for this specific relationship.
Let the customer decide!
The answer is of course common sense, well it is for us, I cannot confirm for others. At Castle Estates we offer larger areas than most from the start, this means that our boundaries are always further from the central point (Office location) than others that operate within our (Management) Industry. This greatly reduces the chances of cross border problems, especially as we try to link areas that are both socially as well as geographically linked. But at the end of the day, by allowing the customer to decide and by accepting that it is the relationship with the preferred Franchisee that has given the opportunity for the business to be enjoyed by the brand in the first place, we ensure the customer (which for us means the Landlord) makes the decision.
Consequences
All we ask is the courtesy of advising your neighbour of what is happening, which again, because of the size of territory we offer, usually means co-operation in marketing anyway! Of course the other result of larger Territories is that we do not encourage cross border trading, as most of the Franchisees activity is bound to be close to the centre of operation and when borders are correctly positioned, for example, wherever possible, NOT through the centre of Towns and Cities, the risk is greatly reduced.
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