How to build trust with franchisees

Greg Nathan is recognized as a global thought leader on the psychology of franchising. Known as the international thought-leader and expert on franchise relationships. No one understands the unique challenges and rewards inherent in the franchisee-franchisor relationship like Greg.

During his participation at the 2018 IFA Convention, Greg Nathan shared the following tips for building trust with franchisees

  • Listen to their concerns.
    Start conversations by asking questions and encourage a philosophy of “listening to learn”.
  • Get to know people at a personal level and understand their goals.
    Bring conversations back to their goals and what’s important to them. Paraphrase what is important to them and focus on trying to help them achieve this.
  • Have processes for gaining feedback such as surveys and focus groups with senior executives.
    Close the loop by giving feedback on the feedback! Give them evidence you have listened and are taking action on the feedback.
  • Show that you care
    Demonstrate to franchisees that you care about their success and that you have factored their needs into your decisions.
  • Focus on the things that connect you such as a passion for your brand, a desire to do the right thing by customers and a will to beat the competition.
  • Reassure them that you are making decisions based on good information, seeking advice from reputable advisers, and that you have competent people on the leadership team.
  • Be honest and direct when sharing information.
    Do not leave gaps for people to fill with their imagination.
  • Give evidence that you are being fair and consistent and that you are not doing deals with favourite franchisees.


Greg Nathan is the founder of the Franchise Relationships Institute (FRI) and recognized as a global thought leader on the psychology of franchising. Being a psychologist with 35+ years of experience, he is regularly invited to deliver keynote addresses at franchise sector conferences around the world.

Greg’s books, such as Profitable Partnerships and the Franchisor’s Guide to Improving Field Visits, are regarded as essential reading for anyone who works in the franchising sector.

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