In this episode of the Training Impact Podcast, Jeff Walter welcomes Angela Cote, founder and CEO of AC Inc., for a conversation grounded in rare and comprehensive franchise experience. Angela is not speaking from theory alone. Through AC Inc., she brings perspective shaped by growing up in a franchise system that scaled to nearly 500 locations, spending years working in field support, and later becoming a multi unit franchisee herself for close to two decades. Few leaders in franchising have lived on every side of the relationship, and that lived experience directly informs the work AC Inc. does today.
From the beginning, the episode focuses on a question that many franchisors struggle to answer. If franchise systems invest heavily in training, technology, onboarding, and operational playbooks, why do so many franchisees remain disengaged, underperforming, or overwhelmed? Angela’s answer, shaped by her work at AC Inc., is direct. The gap is not the system. The gap is how franchisees are supported in the field.
Jeff frames the conversation around training as a strategic lever rather than a functional requirement. Angela builds on that idea by explaining how AC Inc. focuses on the role that most directly influences franchisee behavior and outcomes. That role is field support, and AC Inc. was created specifically to professionalize and elevate it.
Angela explains that field support professionals carry enormous responsibility within franchise systems. Through her work at AC Inc., she consistently sees that field support teams are the face of the brand to franchisees. They are the first call when something goes wrong. They are expected to drive performance, accountability, alignment, and growth. Yet in many systems, field support professionals are promoted into the role with little to no preparation beyond operational knowledge.
In her own experience, both before AC Inc. and later through her work with franchisors, Angela saw the same pattern repeat. Field teams often know the brand inside and out, but they are not taught how to coach business owners. When conversations become strategic or emotionally charged, many default to compliance because it feels safer and more concrete. AC Inc. exists to address this exact gap.
Jeff connects this observation to a broader training pattern seen across industries. Organizations often assume that subject matter expertise automatically translates into coaching capability. As AC Inc. demonstrates, those are very different skill sets. Knowing how the business works is not the same as knowing how to help someone else grow a business.
One of the clearest insights in the episode is why compliance driven support becomes so common. Angela explains that when field support professionals do not know how to add strategic value, they revert to what they can control. Through AC Inc.’s work, this pattern shows up repeatedly. Checklists, standards, visual inspections, and policy enforcement become the primary tools.
From the franchisor’s perspective, this feels productive. Brand standards matter. Consistency matters. However, from the franchisee’s perspective, these interactions often feel transactional and limiting. They do not address the real challenges of running the business. AC Inc. helps franchisors recognize that compliance alone does not drive growth.
Angela shares her own experience as a franchisee to illustrate this point. Field visits that focused on minor issues like light bulbs or uniforms did nothing to help her prioritize, grow revenue, manage staff, or navigate market challenges. The support was technically correct but strategically empty. This realization became a foundational driver behind AC Inc.
Jeff highlights how this creates a disconnect. Franchisors believe they are providing strong support, while franchisees feel misunderstood or unsupported. Over time, this erodes engagement and trust. AC Inc. positions coaching as the mechanism that closes this gap.
Angela contrasts compliance driven support with coaching driven support, a core distinction behind the AC Inc. approach. Coaching starts with curiosity instead of inspection. It focuses on helping franchisees think, prioritize, and make decisions rather than telling them what they did wrong.
A coaching conversation sounds different. Through the AC Inc. framework, coaches are trained to ask better questions. What is holding you back right now. Where are you spending time that is not producing results. What feels unclear or overwhelming. These conversations create ownership rather than resistance.
This shift changes the dynamic of the relationship. Field support becomes a partner rather than an enforcer. Franchisees become more open, more reflective, and more accountable for their own outcomes. AC Inc. teaches that this accountability is what ultimately drives performance.
Jeff notes that this mirrors leadership development in many other contexts. People are more likely to accept guidance when they feel respected and understood. Coaching, as AC Inc. defines it, creates space for that respect.
Throughout the episode, Angela emphasizes the importance of trust and credibility, themes that sit at the core of AC Inc.’s training philosophy. Franchisees invest significant capital, time, and personal identity into their businesses. They do not want to feel managed like employees. They want support that recognizes their ownership and responsibility.
One challenge field support professionals often face is credibility, especially when supporting experienced franchisees. Angela explains that many coaches struggle when franchisees question their background or experience. Without the right tools, these conversations can become uncomfortable or defensive. AC Inc. addresses credibility as a skill that can be developed.
Through structured coaching frameworks, pattern recognition, and intentional conversation design, AC Inc. teaches field support professionals how to add value even if they have not personally run a franchise. Credibility comes from insight, not authority.
Jeff relates this to his own experience in consulting and training. Coaches do not need to have done the exact job to be effective. They need to recognize patterns, ask better questions, and help others see options they may not see on their own. This principle sits at the heart of AC Inc.’s methodology.
Another recurring theme in the episode is dependence. Angela explains that many field teams unintentionally train franchisees to rely on them for answers. Through AC Inc.’s work, this shows up as constant escalations and reactive support. Every question gets answered. Every problem gets solved. While this feels helpful in the moment, it creates long term dependency and frustration on both sides.
AC Inc. teaches field support professionals how to shift from answering questions to developing thinking. When franchisees are encouraged to explore solutions themselves, they become more confident and capable. Over time, this reduces unnecessary escalations and allows field teams to focus on higher value coaching conversations.
Jeff draws parallels to parenting, leadership, and education. The goal is not to withdraw support, but to use it more intentionally so people grow rather than stall. This mindset is central to the AC Inc. coaching philosophy.
Final Summary
This episode of the Training Impact Podcast reframes how franchisors should think about field support. Growth does not come from more checklists, more tools, or more documentation alone. It comes from equipping the people closest to franchisees with the skills to coach, guide, and support them effectively.
Angela Cote and AC Inc. demonstrate that when field support professionals are trained as coaches rather than compliance officers, franchise systems become stronger, more scalable, and more resilient. Through AC Inc., training stops being an expense and starts functioning as a strategic investment.
Learn more about AC Inc. at https://fieldcoachexperts.com/
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