Franchise Update Magazine Issue IV, 2013 | Page 6

From the editor’s desk BY Kerry Pipes I The Results Say It All f you attended the recent Franchise Update Leadership & Development Conference in Atlanta you probably can still hear the buzz generated by attendees, both in the sessions and in the hallways of the InterContinental Hotel Buckhead in Atlanta. There was record attendance. Reviews and comments from attendees were overwhelmingly positive. The content of the sessions was both timely and topical. The speakers, panelists, and keynoters were engaging and knowledgeable. And the networking opportunities were, as always, abundant. Every year the brightest and best in franchise sales and development convene at the conference to gather tips, uncover strategies, and explore ideas that will help them create a better sales process at their brands. CEOs and sales execs had ample opportunity to explore areas such as assembling a great sales team, developing successful prospect profiles, using technology to automate and streamline the sales process, and of course, good old-fashioned phone and face-to-face contact with candidates in making the sale. However you slice it and whatever you may be looking for, the conference always has lots in store. In this issue of Franchise Update, you’ll be able to sample some of the events and information from the conference. We present highlights from the 2014 Annual Franchise Development Report; review the good, the bad, and the ugly of the annual Mystery Shopper survey, which measures franchise sales team performance on the phone and online; and see who we recognized as this year’s STAR Award winners—franchise organi- 4 Franchiseupdate Iss u e IV, 2 0 1 3 zations that are best in class in franchise recruitment, sales, and development. When it comes right down to it, franchise sales really is a numbers game— with an all-important human touch. The variables are who is on your sales and development team, who your prospects are, where you find them, and how you get them on board. We asked Tom Wood, this year’s Conference Chair, how he does it as president of Floor Coverings International (page 50). Maintaining human touch in a growing world of technology tools can be a tricky proposition. At his company, he says, “Marketing automation tools are only used to facilitate contacts and to pass very basic information along. Nothing replaces personal contact!” I also was struck by a comment Franchise Update’s President Steve Olson made at a session during the conference. “People want a ‘business’ opportunity, not a ‘franchise’ opportunity.” Are you delivering that, loud and clear, to your prospects and candidates? That’s a critical aspect of franchise sales and development. It’s a magical blend of the right product or service, a smoothly running sales process, a sales team that can communicate the brand’s proposition and opportunity, measuring the effectiveness of your marketing spend, and having the right franchisees delivering quality products and services to loyal returning customers. Is your brand communicating all that to prospects? It should be, because for serious candidates looking for a business opportunity in franchising, your results—and those of your current franchisees—say it all. n Franchise update|Q4 CHAIRMAN Gary Gardner CEO Therese Thilgen President Steve Olson Vice President Operations Sue Logan Vice President Business Development Barbara Yelmene Business Development Executives Jeff Katis Judy Reichman Executive Editor Kerry Pipes Managing Editor Eddy Goldberg ART DIRECTOR Franchise Update media group Samantha Calden DESIGN & PRODUCTION FRANCHISE UPDATE MAGAZINE www.petertucker.com Internet Content Manager Benjamin Foley Sales and Subscription Department, Office Manager Sharon Wilkinson Project Manager, Media and Business Development Christa Pulling Contributing Editors William Edwards Tom Epstein Jeff Fromm Keith Gerson Darrell Johnson Marc Kiekenapp Jack Mackey Steve Olson Bill Wagner CONTRIBUTING WRITERS Debbie Selinsky Helen Bond Advertising and Editorial Offices Franchise Update Media Group 634 N. Santa Cruz Ave., Suite 200 Los Gatos, CA 95030 Tel: [phone] Fax: [phone] Send manuscripts and queries about story assignments to: [email protected] franchising.com franchiseupdatemedia.com franchiseupdate.com mufranchisee.com Franchise UPDATE magazine is published four times annually. Annual subscription rate is $39.95 (U.S.) For subscriptions email [email protected] or call [phone] For reprint information contact Foster Printing at 800-382-0808 www.fosterprinting.com