Written by M. SCOTT MORRIS
During the “Franchise Sales Basics” breakout session at the 2025 FLDC, experienced development leaders shared practical tips for driving franchise growth. Moderator Albert Hermans, CDO of Floor Coverings International, led a discussion with Ed Yancey, vice president of franchise development at Burn Boot Camp, Ryan Granby, manager of franchise sales at Wingstop, Philip Watson, vice president of global development at Phenix Salon Suites, and Brandon Mangual, vice president of franchise development at Batteries Plus.
Yancey stressed setting clear expectations from the start, aiming for a 90-day end-to-end process. “I like for my sales team to kind of lead that journey and set the expectation and create a sense of urgency,” he said. Early qualification is critical: Candidates submit applications and financials before advancing, saving the team from “burning a lot of time and oxygen,” he said. Discovery day, Yancey added, is “the bow on the package.”
Granby front-loads the process with qualification, verifying background, liquidity, and experience early. “What we focus on at the beginning stages is really qualifying and kind of weaning out ones who do not qualify,” he said. Finance teams handle verification, streamlining the process.
Watson of Phenix Salon Suites prioritizes capital readiness over résumés. “If they have the capital, they’ve probably done something right in their business careers,” he said. However, candidates seeking purely passive investments aren’t the right fit. He also pushes for commitment: “Pay the franchise fee, and we’ll put you with ApplePie (Capital). If you can’t get prequalified, I’ll give you the fee back.”
Mangual focuses on speed to lead. An AI assistant instantly texts prospects and books meetings, achieving a 90% booking rate even after hours. Batteries Plus tracks every stage to identify bottlenecks and maintain momentum. “We don’t sell the end result,” he said. “We sell the very next step.”