The phrase usually refers to the rush of activity squarely focused on presenting everything in the best possible light for visiting VIPs.
But what if we shifted our focus from merely looking betterto actually being better?
Market visits are a golden opportunity to gain fresh perspectives and identify new opportunities. However, oftentimes the energy is spent on grooming locations so things look perfect on the surface. The real value, though, lies in understanding the realities on the ground.
We learn so much more when we have the courage to see things as they truly are, not just as we hope them to be.
More meaningful learning happens in environments where people feel comfortable being honest with their feedback.
Here’s how to make market visits more impactful by focusing on honest, open and transparent dialogue that encourages collaboration.
Build relationships: Focus on people first
Take a genuine interest in getting to know the people who drive the business forward. This includes franchisee partners, management, front-line teams, and the Head Office support team. When people feel they can share candidly without fear of negative consequences. Building relationships with psychological safety at the foundation, creates the trust needed for meaningful communication.
A dose of reality: Try an unannounced visit
Want to truly understand your brand’s impact? Try an unannounced visit where you focus on having a true customer experience. Skip the planned tour and experience your brand authentically. It’s a powerful way to uncover insights that polished or rehearsed presentations may miss. Helping you spot real opportunities for improvement and ensuring your brand’s standards are met when it matters most.
Connect to the community: Understand the local market
A franchise’s success is deeply tied to its local community. During market visits, take the time to explore the brand’s presence in the area. Look into strategic partnerships, assess the competitive landscape, and evaluate local store marketing initiatives. Understanding the community’s dynamics can reveal opportunities for growth and innovation that might otherwise go unnoticed.
Know the numbers: Financial performance data
A thorough understanding of financial performance is crucial. This means looking beyond top-line sales to examine costs, unit economics, sales trends, and profitability. Knowing the numbers allows you to have informed conversations about what’s working and where there might be room for improvement.
What happens after – Matters
Market visits are more than just a chance to take photos and share updates on social platforms. They are an opportunity to drive real change. The power is in – what we do afterwards: the actions we take and the impact we create. Turning observations and feedback into meaningful improvements that benefit the people we serve should be a priority. Honesty, openness & transparency should be valued & recognized, not just expected.
Help your franchise go from LOOKING better to BEING better.
By focusing on the realities and giving grace through the learning, we can turn these visits into opportunities for real growth and improvement.
Next time you’re planning a market visit, challenge yourself to go beyond the surface. Be present, be curious, and most importantly, be committed to fostering environments where everyone feels safe to share their truth.
