In order to grow, franchisors look for entrepreneurs who fit the brand to become franchisees. This is a constant part of franchise development. Perhaps the leads come to them through online inquiries, or they seek them out through lead-generating strategies that include franchise expos. By Sheila Fischer
In order to grow, franchisors look for entrepreneurs who fit the brand to become franchisees. This is a constant part of franchise development. Perhaps the leads come to them through online inquiries, or they seek them out through lead-generating strategies that include franchise expos.
How to Find the Right Franchisees
Strategizing about how to find franchise owners can be challenging. But there are many ways to make your brand stand out among the crowd.
First, become an authority in what you do to increase brand awareness. If, for example, you are a landscaping franchise, become the authority on lawn care, perennials and shrubbery. Your professional expertise is perceived as a resource. You can create blogs, webinars and podcasts to enhance your positioning.
Another opportunity to maximize your brand to gain the attention of potential franchisees is to utilize your online presence. A strong communication network is very appealing to a savvy franchisee prospect and an opportunity to be seen by a larger audience that may have otherwise never heard of your brand.
Remember, too, your current franchisees are an effective recruiting tool. This network already believes in the brand.
These strategies are important components to your overall franchise development plan. However, franchising is about making connections. As great as your online presence may be, there’s nothing like having an in-person conversation.
Perhaps one of the most valuable tools you can use to find new owners is exhibiting at a franchise expo.
Exhibit at a Franchise Expo
Exhibiting as a lead-generation strategy is a must-do in franchise development, and there is the opportunity to participate at the upcoming Franchise Expo South at the Greater Fort Lauderdale Broward County Convention Center, September 9 to 10, 2022. This Expo provides you with the opportunity to meet with franchisee candidates, because nearly 60% of attendees are there to meet with franchise brands like yours.
Sheila Fischer
Sheila Fischer became president of MFV Expositions after a 27-year tenure with MFV. In addition to leading MFV in sales, in 2019, she was awarded the Global Sales Leader Award of Comexposium, MFV’s parent company. That prestigious award is given to one person throughout Comexposium’s global business, which covers over 135 exhibitions in 15 industries in 30 countries.