Stop Telling Your Franchisees What to Do

Most franchisors default to telling franchisees what to do. Jennifer Brandon explains why that approach fails — and what to do instead.In this episode of Walking with Walfinch, we're joined by Jennifer Brandon, Chief Growth Officer at AC Inc. (Angela Coté Incorporated), who has spent 30+ years in franchising as a franchisee, franchise developer, and coach. Jennifer breaks down the real difference between consulting and coaching in a franchise system — and why the shift from telling to asking is the single biggest unlock for franchisee performance.We dig into why great franchisees don't automatically make great coaches, why most franchise field support teams lack formal coaching training, and how tapping into a franchisee's intrinsic motivation produces results that compliance checklists never will. Jennifer also shares AC Inc.'s mission to professionalise the franchise coaching role through the only dedicated field coach certification programme in the industry.