Why the Best Franchisors Focus on Training More Than Sales

Franchisors obsess over sales. Targets, new store openings, revenue growth — these are the metrics that dominate boardroom discussions. But I’ve learned that chasing sales without investing in training is a fast track to failure.

When training is neglected, it shows immediately. Poor employee engagement, knowledge gaps, and a lack of accountability create underperforming stores. Teams feel unsupported and disengaged, and customers notice. This isn’t theory it’s what happens when short-term revenue goals override building capability.

The Cost of Neglecting Training

I’ve seen it firsthand. One business introduced KPI-based measures without preparing the team. Employees were measured against targets they didn’t understand and weren’t trained to achieve. The result was predictable: turnover skyrocketed, morale collapsed, and customer experience suffered.

Franchisors often underestimate the short-term investment required to build strong teams. They see training as a cost, not as a safeguard against much larger losses in performance, retention, and brand reputation.

Training Drives Engagement and Retention

The brands that dominate fast food and quick service industries have one thing in common: they invest in training. When teams are trained effectively, they feel valued, capable, and confident. They see opportunities for growth and development, which keeps them longer in a high-turnover industry.

Upskilling isn’t just a feel-good initiative. It saves franchises tens of thousands in recruitment and onboarding costs. It creates teams that consistently deliver, because employees know how to succeed rather than scrambling for answers.

Training Translates Directly to Customer Experience

Confident, well-trained staff treat customers better. They serve faster, make fewer errors, and represent the brand consistently. Neglect training, and the impact is immediate: mistakes, slow service, disengaged staff, and unhappy customers.

Franchisors who prioritize sales over training might hit short-term revenue targets, but without a foundation of capable people, those numbers are fragile. Sales without training is growth built on sand.

The Hard Truth

The best franchisors understand that training is not optional. It is the engine that drives sustainable sales, customer loyalty, and profitable growth. It protects the brand, reduces turnover, and ensures every team member is set up to succeed.

Focusing on sales without investing in training is a gamble. Every KPI, target, or new store opened is only as strong as the people delivering it. Invest in them first, and sales will follow. Ignore them, and growth will collapse.