Overview
Newton Fox was engaged by a national UK franchise network in the services sector to support its lowest-performing franchisees and lift overall network performance. Unlike a straightforward buyer–supplier relationship, the franchisor–franchisee–customer model is a tripartite arrangement that demands careful handling. Success depends on respecting local ownership, protecting the franchisor’s brand, and providing a consistently positive experience for customers across every territory.
The Brief
The franchisor had identified ten franchisees whose performance was lagging behind the rest of the network. These businesses were struggling to generate enough new enquiries and to turn existing interest into booked appointments. The brief to Newton Fox was clear: deliver structured appointment-setting support that would create tangible uplift in activity, while also rebuilding confidence and discipline in local sales efforts.
Each franchisee needed to understand who we were, how we would speak to their customers, and why our gentle, professional approach was designed to support their local reputation. At the same time, we worked to align closely with the franchisor’s expectations, ensuring that every customer interaction reflected the wider brand.
The project was set up as an intensive 10-week programme. Our team committed one full calling day per week to each of the ten franchisees, giving us enough focus and rhythm to make a visible impact in a relatively short timeframe.
How we worked with franchisees
We began by speaking directly with each franchisee to understand their territory, existing customer base and typical job mix. Those conversations helped us tailor messaging to local conditions while staying true to core brand promises.
On calling days, the same Newton Fox team members worked with the same franchisees each week. This consistency mattered: it helped build trust, allowed us to refine targeting based on real conversations, and created a sense of shared ownership over the pipeline. Our role extended beyond appointment setting; where needed, we provided informal training and advice on sales conversations, as well as important objection handling and follow-up. Franchisees could also contact us between calling days to discuss specific prospects and how best to approach them.
Throughout the programme, performance was tracked and reported in a simple, transparent way so both franchisor and franchisees were able to see what was working, and where momentum was building.
Results
By the end of the 10-week period, the pilot group of ten franchisees was seeing a clear uplift in both the quantity and quality of appointments. The franchisor invited Newton Fox to present the results at its national AGM, where the strength of the outcomes generated significant interest from other franchise owners.
As a direct result of that presentation, a further sixteen franchisees chose to sign up for Newton Fox support. What began as a tightly defined pilot has since evolved into a long-term partnership: fifteen years on, we still maintain strong, long-standing and mutually beneficial relationships with multiple franchise businesses within the same network.
Other B2C campaigns
Alongside franchise work, Newton Fox delivers a broad range of B2C activity, including:
- A National Care Home Network – Campaign promoting in-home care services to prospective clients and families
- A National Remote Learning Provider – 18-month campaign, following up online enquiries for accredited remote-learning courses
- International Vehicle Manufacturer – Ongoing programme contacting existing customers and inviting them to VIP showroom events
- A Local Regionally Sized College – Ongoing outreach promoting apprenticeships and distance-learning programmes to learners and local employers
- A National Broadband Provider– Nationwide B2C calling activity promoting ultrafast broadband services
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