Article featured in Franchising Magazine USA
Practically every business claims to put its customers first, but some mean it differently than others.
Take the biohazard remediation industry, which provides cleanup services for homeowners following accidents and other tragedies. Professionals in this field come alongside individuals and families during particularly challenging seasons, and they do the kind of work that most people would not be willing to do.
This is just one example of what a truly people-first business mentality really looks like.
Of course, having a mindset that prioritizes people isn’t limited to cleanup crews, nor even to home services. Any company can adopt a people-first mentality, and in doing so, they may position themselves for even greater long-term success.
One of the best ways to internalize this mindset, and to reap all the related benefits, is by joining a franchise system, where centralized training and other resources can help cultivate trust and goodwill.
Centering customers and community
First things first: What does it really mean to be a people-first business?
The simplest way to define it is by saying that these businesses exist primarily to help people—to listen to their needs, to figure out solutions to their problems and to provide both practical and emotional support as needed. At my company, we summarize this idea with a simple tagline: Help first, business second.
This business mentality doesn’t only prioritize going to market in an effective way, though it is important to be financially and operationally sound. Having a people-centered mentality balances these concerns with the desire to connect with the surrounding community, and to earn a reputation for trustworthiness, empathy and respect.
How franchise systems can prioritize people
While any business owner can commit to customer-centric principles, franchises offer some particular advantages, supporting local owners in their desire to help members of their community as they navigate particular challenges.
One reason for the franchise advantage is that franchise systems are communities in and of themselves. Indeed, one of the primary draws to the franchising model is the chance to connect with other owners who are working within the same business structures, enjoying mutual support.
Our company saw this firsthand in the wake of Hurricane Helene, where many of our North Carolina locations were significantly damaged by severe storms. Other franchise owners from throughout the area rose to the occasion, sending trucks, clean water and other supplies to help their peers get back on their feet.
This is what the people-first spirit is all about—showing selfless empathy and care for community members.
There are other ways in which franchise systems cultivate leaders who prioritize people. For example, system-wide training can equip new owners not only with technical skills but also the interpersonal skills they need to succeed. While owners should already have some sense of empathy hardwired, training can help direct that empathy, providing the correct protocols for extending sympathy and understanding to clients facing difficult times.
Creating a culture where community comes first
People- and community-centered business mentalities don’t just happen; they require intentionality and strategy. There are a couple of practical solutions to consider here.
One way for franchise owners to embody a “help first, business second” mindset is to consider employee screening and recruitment protocols. New hires should be considered not only on the basis of their technical acumen, but also their desire to provide help and to extend emotional support to clients enduring difficulty. Empathy should be considered a prerequisite. For franchises, this should be the expectation systemwide.
Another practical way to embody people-centered principles is simply to be an active and visible participant in the community—showing up to local events not just for business development but out of a real desire for connection with neighbors and with other local business owners. This means volunteering to flip burgers at the local policemen’s or firemen’s picnic, or doing whatever else it takes to show a sense of neighborliness.
Franchises can enter into this community spirit in a unique way. On the one hand, national recognition and a clear brand identity helps franchises convey a sense of professionalism and expertise; these brands are known quantities with proven track records. At the same time, local owners can bring firsthand knowledge of the community their serve—and that knowledge can be a guiding light for franchises seeking to put people-first principles into place.
Claire Benge is VP of Operations for Bio-One®, the most trusted crime and trauma scene cleaning franchise in the United States and part of the Five Star Franchising platform of brands.