13 mistakes that undermine credibility

A vital part of every field manager’s role is to quickly build credibility so franchisees engage with them and listen to their advice.

In our Field Manager Bootcamps, we ask participants to reflect on behaviours they have seen, or have unwittingly practised, that damage credibility.

As you read the list below*, you may feel a little embarrassed, as we have all fallen for one or more of these.

#1: Talking too much about yourself. Franchisees are seldom interested in hearing how smart and experienced you are. They’ll make up their own minds from your actions.

#2: Not understanding what’s important to them. Because we are so caught up in our own heads and priorities, we may fail to listen carefully to what’s on others' minds, and miss important opportunities to connect.

#3: Not keeping them informed. Maybe we thought they didn’t need to know, or we just felt too busy to keep them in the loop. When franchisees feel in the dark, they get dark.

#4: Being condescending or patronising. Ironically, this often comes from feelings of insecurity. Because we don’t want to answer someone’s questions, we shut them down.

#5: Not being available. Franchisees need us when they need us, not when it’s convenient. Sometimes all that’s needed is a “Sorry, just tied up. I’ll call you back shortly.”

#6: Jumping to conclusions. While we may think we know what’s going on, things are not always what they seem. It pays to be patient and gather all the facts before giving advice.

#7: Trying to cover up mistakes. Things often don't go as planned, and it’s always best to just fess up, apologise, and fix it.

#8: Getting too chummy. Franchisees don’t need a friend; they need a coach. And beware, alcohol consumption at social events can sometimes loosen the lips a little too much.

#9: Trivialising concerns. A fear of failure often makes franchisees feel deeply anxious about things you may not think are important. You’d feel the same if you had your life savings on the line.

#10: Beating around the bush. Franchisees have a lot to do, and so do you - so get to the point. Be brief, be businesslike, and be gone.

#11: Trying to manipulate them. Most franchisees will know if you’re being disingenuous. The best way to influence them is to listen with empathy, be honest, well-informed, and make direct requests.

#12: Not being prepared. Turning up to meetings unprepared or without relevant information is not just inefficient; it is disrespectful.

#13: Being unreliable. Whatever the reason, when we fail to follow through on our commitments or are sloppy with timelines, we undermine trust and credibility.

*Thanks to the field managers from our two most recent Advanced Field Manager Bootcamps, including the team at Jollibee, for contributing to this list.