Success Secrets for Women in Franchising

If you live in or do business in the United States, you’ve been personally affected in some form or other by franchising. According to the International Franchise Association, the franchising industry comprises more than 800,000 businesses, employs 18 million workers, and generates more than $2 trillion in economic activity. Many of the decision makers and drivers behind this vital industry are women. We spoke to three franchise executives, Nikki Gahr Sells of Tasti D-Lite, Christine Specht of Cousins Subs, and Deb Evans of Computer Explorers, about how to succeed as a woman in this powerful industry.

Nikki Gahr Sells is a former franchisee, an active member of the IFA, and current vice president of Franchise Development for Tasti D-Lite:

• Trust Your Instincts. “Have absolute confidence in your instincts. I have always had self-confidence, but sometimes when I was younger, I would question my instincts about situations or people. We are always told that women have that ‘instinct’ that is almost a ‘sixth sense’. Trust it! We become our own worst enemy when we think that every decision needs to be made from an analytical point of view.”
  
• Be or Become a Leader. “It doesn’t matter if you are in a management position, a franchise owner, or aspire to be one or the other. Whatever your position in your company, you are in a position to influence others and lead them. Take the time to learn to communicate effectively with different personality types.”
  
• Find a Mentor. “I was very lucky as a young professional to work for my mentor. She took great interest in me and my career; she encouraged me, taught me, and gave me ‘tough love’. Nothing is more important for a young professional woman than to have a strong role model and to listen and learn from that individual.”
  
• Find Your Voice. “Do not be afraid to speak up with your opinion or expertise. Too often, women in business sit back and bite their tongue when they have significant knowledge or information to contribute to a meeting or conversation.”

Since the age of 15, Christine Specht has been a hands-on helper in her father’s franchise business, Cousins Subs, working the cash register and making sandwiches. Now, she has taken over for her father and currently serves as the company’s president and COO:

• Get Over Yourself. “Don’t make the fact that you are a woman the first thing in your life. To be successful in business, think like a businessperson. Think like an entrepreneur. Don’t automatically think because you are a woman you are disadvantaged. It never occurred to me that I couldn’t do something because I was a woman.”
  
• Don’t Be Afraid to Ask for Help. “Women probably are faced with more work/life balance issues because we are the ones who bear children. Some women would say they indeed can do it all. I’d say, be realistic about the pressures and demands on your time and ask for help when needed. I don’t even have kids, yet my husband is invaluable on the domestic side of our lives. His support allows me to do more professionally.”
  
• Recognize – and Take Advantage of – Your Differences: “Women have different skill sets, abilities and characteristics. Leverage those to make yourself successful. Use your strengths. Don’t try to become a man. Women are smart, intuitive, can multitask, and are often excellent with people. Play up your strengths and acknowledge your weaknesses. Get someone else to fulfill the areas that you’re weak in or seek additional training.”
  
• Get Involved. “Get out there – in the community, on boards, at networking events, or within your system. The more noticeable you are, the more people will pay attention to what you’re saying – particularly if you have the brains to make a positive difference in not only your franchise but others as well.”
  
• Hold Yourself Accountable. “You are the master of your domain. Franchising is hard work – really hard work. Long hours, sleepless nights and worries are [part of life] of any entrepreneur. Set standards for yourself and work to meet them. No excuses.”

Deb Evans’ history with Computer Explorers dates back to 1996 when she became an instructor. She went on to become a franchisee. Now, she is president and CEO of the franchise:

• Network. “When I was a franchisee, I was an independent home-based business owner. There were days that I would work alone in my home office without any outside face-to-face contact. As the typical entrepreneur I was buried in the day-to-day activities but realized that I need to manage my time and schedule networking meetings. Collaborating with fellow female franchisees by scheduling quarterly meetings was invaluable. I didn’t realize it at the time, but taking advantage of the connections I had allowed me to grow and nourish my own personal learning network. As we expanded our brain trust on business we were able to also share the personal issues of being female business owners.”
  
• Join the Women’s Franchise Committee. “We are very fortunate in the franchising industry to have the Women’s Franchise Committee [WFC] which is dedicated to inspiring and encouraging women in the industry. It is a wonderful network of female business professionals that are executives, franchisees and franchise business partners. Their mission is ‘to promote women’s participation in franchising by providing international networking opportunities for the exchange of ideas, resources, and experiences.’ There is a network of local chapters that meet on a regular basis providing the opportunity to develop local relationships with other women in the franchise industry. If there isn’t a chapter in your community, establish one!”
  
• Build a Digital Network. “I have connected with extraordinary women professionally via LinkedIn, Twitter, and Facebook. These are individuals I would not necessarily meet in person at a conference or tradeshow. I read their blogs, status updates, and Tweets and learn something new every day.”