From the
editor’s
desk
BY KERRY PIPES
Franchise
update|Q4
CHAIRMAN
Gary Gardner
CEO
Therese Thilgen
EXECUTIVE VP OPERATIONS
Sue Logan
EXECUTIVE VICE PRESIDENT
Diane Phibbs
Change for the Better
“T
he world is changing… advances in technology that are
so must you.”
driving the pace of franchise sales
It was with those and development. Attending this
words that Peter Sheahan, best-sell- conference was an eye-opening
ing author and CEO of ChangeLabs, reminder of both those business
opened his keynote address at the realities.
One idea that was particularly
2014 Franchise Update Leadership & Development Conference clear to me as I sat through conferin Atlanta in October. It was a so- ence sessions was the importance
bering reminder that
of building a franhe delivered with not “Acknowledge chise “relationship”
only a sense of urduring the developchange,
gency and humor, but
ment process. Frana sense of hope for embrace change, chise brands can no
what today’s business
longer simply look
and adapt
leaders need—and
at how quickly they
to change…
must do—to survive
can qualify candior suffer the dates and close sales.
and move forward.
Many of Shea- consequences.” Today’s effective dehan’s talking points
velopment strategy is
hit home with the franchise execu- to build a relationship or partnertives gathered for the annual event. ship with new franchisees. Selling
And they were ideas that kept pop- a brand to the wrong candidate
ping up throughout the three-day benefits neither the prospect nor
event. Acknowledge change, em- the brand in the long term—it just
brace change, and adapt to change... sets up both parties for failure. Inor suffer the consequences.
stead, identifying potential franThose in franchise development chise partners who understand the
are experiencing change. Today’s brand’s culture and have a passion
franchise prospects have changed. for the brand is vitally important.
They’ve changed the way they These are the kinds of partners
search for opportunities. They’ve who can help build a successful
changed the way they purchase relationship that benefits both.
and grow a franchise. As a result,
Today, the