Leading by example
All the top executives of the company are expected to achieve their CFE designation.  The company not only recognizes their achievement, but also pays all expenses incurred.  “It’s very important for everyone to understand everything about franchising,” says Angie Lawton, executive development coordinator for human resources and internal training.  “Franchising is a different world, a unique industry.”  A franchisee as well as a corporate staff member, Lawton believes so strongly in the benefits of the program that she plans to send her store manager to the program.  “You get to step outside of what you do everyday, see how others do things and bring back new ideas for the future,” says Lawton.
Lawton recently participated in an Emerging Leaders Program offered by Nova Southeastern University, one of the many course providers sanctioned by the ICFE.  She particularly enjoyed the interactive approach to learning.  “You learn how to deal with others more diplomatically, to gain credibility and ultimately motivate them to action.”

Cheryl Babcock, CFE, director of Nova’s International Institute for Franchise Education, noted that “Leadership requires collaboration, creating a sense of urgency and energy.  The program builds leaders with the skills to foster continuous innovation.” Improved leadership skills and creativity are clearly perceived as a company benefit by Planet Beach President Stephen Smith, CFE.  When asked to quantify the CFE program value for this rapidly growing franchisor, Smith responded, “The value that Planet Beach receives from sponsoring our employees in the CFE program is immeasurable.  How do you quantify the importance of a program that inspires the imagination of an already great staff?  The CFE program is a tool that we use to that end.  It is immediately noticeable in each candidate in terms of new knowledge that results in new ideas—ideas that improve our company on a daily basis—ideas that take our organization to new levels of professionalism.”

The program has provided not only conceptual benefits, but best practices as well, Smith notes.  “Our strategic planning process has been substantially improved by the knowledge gleaned from the CFE program.  The SWOT (strengths, weaknesses, opportunities and threats) analysis approach that we use is straight from the CFE curriculum.  The approach we take to reinvent our brand is straight from the CFE program.  We are an aggressive organization and the CFE gives us the tools we need to continually graduate to the next level of business management.”

A relatively young franchise, Planet Beach has aggressive growth plans that create a need for qualified staff that the CFE program is helping fill.  The tanning salon franchise currently has 300 units with 325 more under contract.  Many of their staff are also young, but thanks to their CFE training, they are confident in managing their growth and dealing with franchisees.
Nancy Price, CFE, vice president of sales, credits the CFE program for improving corporate credibility with their franchisees.  “We have a lot of young executives on our corporate staff involved in franchisee training.  The first perception when franchisees walk in the door is that we have a lot of young kids here.  They initially question what they might learn from them.  But when our CFE grads speak they immediately gain credibility with the franchisees.  We get comments every month about how confident, knowledgeable and effective they are.  The CFE program turns them into professionals.”

Growth in the CFE Program
The franchise is catching the wave of growth that the CFE program is itself experiencing.  Fifty-six franchise executives graduated in 2005, up from 49 in 2004.  Currently there are 365 candidates enrolled, 15 of whom have already completed requirements to receive their own recognition at the next IFA convention.  Like the management team at Planet Beach, more franchisors and franchisees are discovering that if you invest in your people, they will help grow your company in the future.  Based on their current success, the franchise may need to add another wall.

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