Franchise Update Magazine Issue III, 2015 | Page 38

FU L L

A G E N D A

2015 FRANCHISOR MYSTERY
SHOPPING SCORES
With the growing competition in the franchise space, a
successful team needs to be at their best to recruit, retain
and close with top quality franchisees. Our team of
franchise expert mystery shoppers set out to discover how
brands are performing with prospective franchisees.
IMPLICATIONS & ACTION: PANEL
DISCUSSION
How do you use the information gained through the
franchise development survey and the mystery shopping
results to improve your franchise recruitment processes?
Learn from a panel of franchise development executives
who have achieved growth by using this data—and even
won STAR Awards. You’ll gain insight on how to turn your
brand results into actionable information for the coming
year.
12:15pm to 1:55pm
LUNCH IN EXHIBIT HALL – EXHIBITS OPEN
CONCURRENT BREAKOUT SESSIONS:
Breakout sessions are divided into three general
topic tracks. You may choose to follow one track or
attend sessions in multiple tracks. See session times for
descriptions of individual sessions.

■ BUILD A WORLD-CLASS BRAND
Building a world-class brand requires commitment from
everyone within the brand. A cross-functional approach
to growth that ensures everyone is on-board brings the
best results. In this track, you’ll learn how top-performing
brands drive growth and what you can do to help your
brand constituents get onboard.
■ MARKET PLANNING & DEVELOPMENT
Optimum growth derives from maximizing market
penetration for the number of locations as well as
advertising contributions. Learn how to fully understand
your market and grow as efficiently as possible.

YOUR G

FLDC15-Brochure1_insertFU3.indd 34

2015FRANCHISE

■ FRANCHISE SALES BASICS:
Identify & Qualify a Warm Lead
There are a lot of tire-kickers out there—how do you
determine which prospects are good leads? Learn how to
direct the initial conversation to understand if the prospect
is serious and if they qualify to become a franchisee of
your brand. What skills and techniques work best in this
environment?
■ BUILD A WORLD-CLASS BRAND:
Inter-Departmental Alignment:
Imperative for Growth
Building a strong brand with successful, growing
franchisees is accomplished with all departments working
together. Inter-departmental alignment is critical, particularly
between development and operations. The adage
“Development courts the franchisee but Operations marries
them” is true. This session will help you determine how to
select franchisees that an operator won’t want to divorce.
■ MARKET PLANNING & DEVELOPMENT:

■ FRANCHISE SALES BASICS
This track is designed to support team members
specifically new to franchise sales. We’ll work on
developing the skills needed to drive and close the deal.
What techniques work best and how can you refine your
craft? Learn how you can become a better salesperson
overall.

CTURE
SUPER STRRUOWTH

2:00pm to 3:10pm
INDIVIDUAL BREAKOUT DESCRIPTIONS:

Strategic Market Planning for Optimum
Penetration & Growth
Target market expansion is a great strategy for all levels
of franchise brands, whether mature, evolving, or new
and emerging. Entering a market with a clearly defined
plan that includes parameters for number of locations,
territories, and franchisees, and criteria to achieve media
efficiency, results in optimum market penetration. Learn
best practices from brand experts who have realized
success through market planning.
3:20pm to 4:30pm
INDIVIDUAL BREAKOUT DESCRIPTIONS:
■ FRANCHISE SALES BASICS:
Develop the Lead & Close the Deal
Now you’ve identified the qualified prospect. What do
you do next to develop the lead through the pipeline?
This session provides tips on how to keep the prospect
interested and excited throughout the process until the
deal closes.

LEADERSHIP&
DEVELOPMENT

CONFERENCE

OCT.14-16A

ATLANT

7/29/15 1:46 PM