Top Performing Franchisees Have High Emtional Intelligence. In franchising, we spend a lot of time talking about systems, marketing strategies, and brand strength. But here’s the truth no one can afford to ignore: the highest-performing franchisees consistently score high in one overlooked area. They are the ones who consistently exceed targets, build teams and become network ambassadors.
EI is not just a “soft skill.” It’s a strategic growth lever – and if you’re not actively developing it across your franchise network, you’re leaving serious performance on the table.
Franchising is a people-first business. We can have the best manuals, CRM tools, and ops platforms in the world, but they don’t work in isolation. Every process is powered by people. And people are driven by emotions, motivations, fears, and connection.
High emotional intelligence (EI) equips franchisees to:
These aren’t just nice traits. The really are business-critical behaviours. In fact, research by Daniel Goleman, one of the pioneering researchers of emotional intelligence found that EI accounts for up to 90% of the difference between top performers and their peers.
We see it time and again in the field. When you analyze fyour network you will always find that top-performing franchisees have high emotional intelligence
Top franchisees aren’t always the ones with the most resources or biggest territories. They’re the ones who lead with calm, handle conflict without flaring up, build rapport quickly, and know how to motivate their teams. This is where we that top performing franchisees have high emtional intelligence.
They create what Goleman calls “discretionary effort”. They very often go beyond the ops manual because they want to. That effort compounds over time into exceptional results: higher turnover, better retention, and standout customer experience.
These franchisees feel like brand partners – because they’re emotionally connected to the mission.
Here’s the catch: emotional intelligence doesn’t happen by accident. Its not like IQ, which we all born with and stays constant throughout our lives. EI can be developed.
Most franchisee support systems focus on KPIs, compliance, and marketing execution. But when support teams lack their own EI toolkit, they struggle to connect with franchisees who are stuck, defensive, or underperforming.
That creates friction. Support becomes box-ticking. Trust erodes. Franchisees disengage.
The result? Stalled performance, high-friction conversations, and – in some cases – early exits.
But it doesn’t have to be that way.
Your ops managers, field support team, and coaches need more than checklists and territory maps. They need to:
In short, they need to coach, not manage. And that shift starts with emotional intelligence.
As we see in the Bridge Programme training, support professionals who took time to build trust – even starting with simple rapport about kids or family – unlocked franchisees who had been closed off for months.
That’s EI in action. And it drives real results.
Operational excellence will always matter in franchising. But the highest-performing networks balance process with presence.
That means building a culture where franchisees feel:
Simple habits like “pause, probe, paraphrase” help support teams to slow down, listen deeply, and build what’s often referred to as a trust bank – those deposits that pay off in tough times.
Remember: emotional intelligence is trainable.
Unlike IQ, which stays largely static, EI can grow with practice. And that’s really good news. Because as a strategic lever, improving network wide emotional intelligence will build revenues.
We’ve seen franchisees who went from being overwhelmed and reactive to structured, proactive leaders by applying an understanding of EI. As their mindset shifted, so did their performance.
You will see resistant and disengaged franchisees, begin scheduling regular accountability calls – not because they are told too, but because they value the conversations. and where it starts to take their business.
That’s the ripple effect of EI done well.
If you want more high-performing franchisees in your network, don’t just double down on data, manuals, or marketing plans.
Develop emotional intelligence across your brand.
Start with your support team. Coach them to lead with empathy, adaptability, and presence. Then give franchisees the tools and space to do the same.
This isn’t fluff. It’s performance strategy. Top performing franchisees have high emtional intelligence, build it in others and network revenues will thrive.
EI builds trust. Trust builds commitment. And commitment builds the kind of franchise network that grows, thrives, and pulls together – especially when it matters most.
Need help building emotionally intelligent performance groups in your franchise network? Let’s talk. At Pinnacle, we help franchisors create tailored peer support and accountability structures that unlock serious growth.
Tim Morris has over three decades of global franchise management expertise, driving sales and profits across diverse B2B and B2C landscapes. Working with both single unit and multi-site operations, he has supported franchisees worldwide, fostering peer-driven excellence. As Director of Global Franchisee Suppport for Tutor Doctor, operating in 16 countries worldwide, Tim’s strategic skill has created 80% net profit growth, and encouraged teams towards aspirational success. From steering international expansion to leading national and global support functions, he’s been pivotal in nurturing hundreds of thriving franchisee’s. Tim’s holistic approach to business development builds working partnerships which help franchisees towards optimal performance.