Franchise Update Magazine Issue IV, 2012 | Page 40

Grow Market Lead

By Kerry Pipes and Eddy Goldberg

Finding the

Winning Formula
14th Annual Leadership & Development
Conference sets the pace

“Winning the Race” may sound like a simple
Start your engines!
enough theme, but the key to setting the
The conference kicked off Wednesday morn2012
proper pace and passing the checkered flag
Conference ing with an all-day CEO Summit, along with
is all in the execution. It was with this (and
four half-day workshops focused on franchise
Numbers
more) in mind that nearly 350 franchise develsales, high-performance sales management,
opment executives and suppliers from across
and area representation strategies. One of
attendees
the country gathered to talk shop and explore
the recurring themes that emerged at the
new trends and directions in lead generation
half-day workshops is how technology is
and development at the 14th Annual Francontinually changing franchise recruiting.
franchisor executives
chise Update Leadership & Development
“Franchisors need to realize that lead
from 130-plus brands
Conference.
generation today is digital and that they must
Franchisor executives, franchisees, and
use proper tactics to reach their best prossuppliers alike talked strategies, tactics, and
pects,” said Kurt Landwehr, vice president of
sponsor attendees
execution throughout the three-day event, held
franchise development at Regis Corp., who
representing
at the InterContinental Buckhead in Atlanta
moderated a workshop called “Mastering
October 3–5. Recurring topics included unit
Franchise Sales.” Another theme was the
companies
economics and ROI, validation and referrals,
importance of developing and cultivating
technology and franchise development, and Highest attendance relationships with prospects. “It’s important
to have a conversation with your prospects,”
the growing importance to system growth of
since the 2008
recession
advised Landwehr.
multi-unit franchisees (whose organizations
Those themes were also hot topics at the
are sometimes larger than the franchisors they
CEO Summit, where some three dozen franchise CEOs and
partner with). Retail, service, and food brands, both established
and emerging, were well-represented. And the Exhibit Hall, presidents gathered for an all-day closed session called “Buildpacked to maximum capacity, was abuzz with 142 sponsors ing a Truly Great Franchise Empire.” Topics on the agenda
representing 70 companies.
included culture and leadership, franchise development, unit

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