I’ve already exhibited at something over 70 franchise exhibitions since the mid nineties. It’s not a record but it’s a lot more than most.
I’ve made millions for lots of franchises, I’ve partied like it’s 1999, (in fact I partied well before 1999), and I’m one of the few franchise specialists who’s genuinely stayed the course for 30 years or more. I’ve watched dozens of consultants come and go, lots of employees come and go, and I’ve also watched hundreds of franchise exhibitors appear and disappear from the franchise sector.
So what can I tell all you franchise specialists out there about this coming International Franchise Expo at Excel in London? Off the top of my head, and in no order of importance then ….
For those who are visiting:
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- Don’t rely on attendance being any form of credibility. This applies to every franchise exhibition regardless of the organiser.
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- The most flashy personalities / statements / brands are often the worse bets. I’ve seen and still see many individuals make sensational statements over the years about how brilliant they are – when in fact they aren’t.. So, just because someone is making a lot of noise online it doesn’t mean they know more than the rest.. There’s huge value in modestly presented business formats too. But plenty of people want to be influencers and if you believe everything you see or hear online then sorry but you’re an idiot. Find the ones’ who have walked the walk, not talked the talk.
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- Everyone has competition except HMRC. Even if someone convinces you otherwise you’ll soon experience this unpalatable truth. It’s nothing to worry about, you’re either good enough or you aren’t, and I mean YOU not the franchise brand because ultimately it’s YOU who must make it work.
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- If you’d like free tickets then follow this link, and if you scroll down you’ll even see a picture of me on the page!
For exhibitors looking at the upcoming show:
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- Remember it’s a tyre kickers paradise, so despatch the dreamers through a ruthless follow-up. Are they coming to a meeting with you or aren’t they? Work with the little core of those you like and don’t waste time on the masses because they get in the way of the genuinely good ones.
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- And with respect to all those potential suppliers who thought you were there on a purchasing exercise swiftly despatch them too or invite them to come and see you in person. That’s a great filter because most cant be bothered, they want your business without the relationship build.
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- How did your people do on the last expo stand you had? Who stood out, who didn’t? Think back now before you choose who might be with you this time around. Your company accountant for example generally shouldn’t be there.
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- You’ve paid a few thousand per day to be there so I hope you’ll get some basics right, e.g, not scoffing your sarnies on your stand! You should eat them on someone else’s stand or in the food areas. Certain things should also be routine, e.g. good quality prompt follow ups so everyone has a positive encounter with you during and after the event. The right personalities on your stand matter, but everyone is there to work – not have a wonder around like a visitor. Remind your staff of the cost per hour of being there.
Oh, theres so much more I could add, but that’s reserved for the 50+ brands we represent. If you’d like some sound advice on how to excel as a franchisor without the BS then please drop me a line here!
