Franchise conventions are more than just gatherings. They are opportunities for franchisees to engage with the larger network, learn from peers, and align closely with their franchisor’s vision. However, to truly benefit from these events, franchisees must approach them with a clear strategy, which includes not only active participation but also the creation of a detailed action plan to ensure that key takeaways are not lost in the excitement of the event.
Here’s how to get the most out of your franchisor’s convention.
Remember that Being there is Important
Attendance at franchise conventions is crucial. As I have often emphasized, convention attendance is a significant indicator of a franchise’s health. Franchisees who attend are often more engaged, better informed, and perform significantly better than those who do not. The networking, learning, and motivational aspects of conventions are invaluable, contributing to a stronger, more cohesive franchise system.
For franchisees, attendance isn’t just about showing up. It’s about investing in your business’s future by staying informed, motivated, and connected with the broader franchise community. Missing out on these events can lead to gaps in knowledge, missed opportunities, and a sense of disconnect from the franchise’s goals and innovations.
Participate Actively
Simply attending the convention is not enough! Active participation is key. This involves engaging in discussions, attending workshops, and interacting with other franchisees and vendors. Conventions are a platform to share ideas, ask questions, and gain insights from others’ experiences. Conventions foster a sense of community and shared purpose among franchisees, which can significantly boost individual and collective success.
Active participation also means being present in every session and taking detailed notes. Many franchisees make the mistake of attending sessions without fully engaging, missing valuable insights that could be pivotal for their business. To maximize the value, ask questions during Q&A sessions, participate in group activities, and introduce yourself to speakers and panelists. This not only enhances your learning experience but also positions you as an active, engaged member of the franchise network.
Network and Build Relationships
One of the most powerful aspects of franchise conventions is the opportunity to network. Meeting other franchisees, particularly those who have been successful, can provide invaluable insights and best practices that can be implemented in your own business. Additionally, building relationships with vendors and franchisor representatives can open doors to new opportunities and support. Networking is not just about exchanging business cards; it’s about building lasting relationships that can support your growth and success within the franchise.
Come prepared with a list of people you’d like to meet. Whether they are fellow franchisees, franchisor executives, or industry experts, having a networking plan ensures that you make meaningful connections. After the convention, follow up with the people you’ve met to maintain and strengthen these relationships. Send a quick email, connect on LinkedIn, or even schedule a follow-up meeting or call to discuss ideas further. Networking is not a one-time event. It’s an ongoing process that can lead to collaborations, mentorships, and partnerships that benefit your business long-term.
Engage with the Vendors
A key feature of many franchise conventions is the exhibitor space, where vendors showcase products and services that could be beneficial to your franchise. As someone deeply involved in the franchising world, I can attest to the value these vendors bring. They often provide innovative solutions, from the latest technology to marketing tools, which can streamline operations and boost profitability.
When visiting the exhibitor space, take the time to explore what each vendor offers. Engage in discussions to understand how their products or services can meet the specific needs of your franchise. Vendors often offer show specials – discounts, package deals, or exclusive offers available only during the convention. If these make sense for your business, taking advantage of them can lead to significant cost savings and operational improvements.
Write an Action Plan
Amidst the flurry of activities and information, it’s easy to forget the key takeaways by the time you’re on the plane ride home. To counter this, it’s essential to create a detailed action plan while at the convention. This plan should include:
- Key Learnings: Document the most important lessons from each session or workshop.
- Networking Contacts: Note down the contacts you make and the discussions you had, along with any follow-up actions.
- Action Items: List specific actions you plan to take when you return to your business, such as implementing a new marketing strategy, exploring a new vendor partnership, or adopting a best practice shared by a fellow franchisee.
- Deadlines and Accountability: Assign deadlines to each action item and, if possible, establish an accountability partner to check in on your progress.
Reviewing and updating your action plan periodically after the convention can also help keep you on track and ensure that you are consistently working towards your goals.
Engage with the Franchisor’s Vision
During the convention, pay close attention to any strategic announcements or new initiatives introduced by the franchisor. Take notes on how these might impact your operations and consider how you can align your business more closely with the franchisor’s objectives. Engaging with the vision of the franchisor ensures that your efforts are not just successful in the short term but are also sustainable and in harmony with the long-term goals of the franchise network.
Share Insights with Your Team
When you return from the convention, it’s crucial to share the knowledge and insights you’ve gained with your employees. Your team plays a critical role in implementing the strategies and ideas that you bring back. By involving them in the process, you not only ensure a smoother implementation but also foster a culture of learning and continuous improvement within your franchise.
Start by holding a debriefing session with your key staff. Share the main takeaways from the convention, discuss how they align with your business goals, and invite your team to share their thoughts on how these new ideas can be implemented. This collaborative approach not only empowers your employees but also helps in refining and adapting the strategies to better fit your specific business context.
Follow Up and Implement
The real value of a convention is realized after you return home. It’s crucial to revisit your action plan, follow up on your networking connections, and begin implementing the strategies and ideas you’ve gathered. This not only ensures that you capitalize on the information and contacts made during the convention but also reinforces the habit of continuous improvement and engagement with the broader franchise network.
Franchise conventions offer a wealth of opportunities, but to fully benefit, franchisees need to be proactive in their approach. By actively participating, networking, engaging with vendors, aligning with the franchisor’s vision, and most importantly, creating and executing an action plan, franchisees can ensure that they not only absorb valuable insights but also translate them into tangible improvements in their businesses. Sharing these insights with your team further amplifies the impact, fostering a culture of collaboration and continuous improvement. This strategic approach can significantly enhance the overall success and health of the franchise system, driving both individual and collective growth.
About Evan Hackel
As author, speaker and entrepreneur, Evan has been instrumental in launching more than 20 businesses and has managed a portfolio of brands with systemwide sales of more than $5 billion. He is the creator of Ingaged Leadership, is author of the book Ingaging Leadership: The Ultimate Edition and is a thought leader in the fields of leadership and success.
Evan is the CEO of Ingage Consulting, Delta Payment Systems, and an advisor to The Learning Network. Reach Evan at ehackel@ingage.net, 781-820-7609 or visit www.evanhackel.com.