Franchise Update Magazine Issue IV, 2015 | Page 41

AFDR panel: Paul Pickett, Steve Dunn, Pete Lindsey, Josh Wall

at Newk’s Eatery; Dan Doulen, director of franchise development at Buffalo
Wings & Rings; Shelley Harris, regional
vice president of operations for Coverall
North America; and Dave Wells, director of franchising at Sport Clips. Dawn
Kane, president of Hot Dish Advertising,
facilitated the session, which delved into
topics that included determining the right
candidate for your brand, the best ways
to communicate with prospects, choosing
the best marketing media to match your
sales goals, and more.
The other all-morning intensive, “Mastering Franchise Sales Fundamentals,”
was facilitated by Joe Mathews, founder
of Franchise Performance Group. Panelists in this lively, highly interactive
session were Michael Arrowsmith, chief
development officer at Captain D’s; Matt
Flagler, director of franchise development
at Brightway Insurance; Aaron Goldberg,
vice president of franchise development at
ZIPS Dry Cleaners; and Jack Humbert,
vice president of sales and finance at J.D.
Byrider. There was much discussion about
establishing the value proposition of your
brand, establishing target franchise candidates, lead generation and conversion,
and how to improve your sales process
by focusing on the individual needs of
each candidate.
A lunch break was followed by two
concurrent all-afternoon sessions. “Build
& Evaluate Your Franchisee Recruitment
Plan & Budget” focused on how many
franchisee deals a brand needs to meet
its goals, building a recruitment budget
to meet those goals, how to evaluate the
results on an ongoing basis throughout
the year, determining the best metrics to
measure your goals, and finding the tools
to do that with. Madison Jobe, CEO of

Development Strategies International,
facilitated the panel, which consisted of
Ronn Cordova, vice president of development at The Maids International; Bill
Schreiber, vice president of global business development at Church’s Chicken;
Brian Sommers, vice president of franchise
development at Jersey Mike’s Subs; and
Jeff Sturgis, chief development officer at
McAlister’s Deli.
The other afternoon session, “Build
High-Performance Sales Teams,” explored the nuts and bolts of how to build
a great team, including what positions are
required, how to find the right people
for each role, what to pay them and how
(salary, commissions, bonuses), setting
goals or quotas, using brokers, keeping
each sales team member accountable,
and more. The panelists, who detailed
their own sales team structure and ap-

Steve Dunn, Conference Chair

Scott McKain, keynote speaker

proach, were Josh D’Agostino, director
of new business development at NAPA
Auto Parts; Chris Goethe, vice president
of franchising at Primrose Schools; Gillian Harper, chief development officer at
Noble Brands (Shelf Genie, Outback Gutter); and Kevin Kruse, chief development
officer at Hurricane Grill & Wings. Bob
Franke, senior vice president of franchise
sales and international development at
Sonic Drive-In, facilitated.
Following a day rich with discussions,
education, and problem-solving at the
four sessions, attendees gathered for the
opening social in the Expo Hall, where
food and drink were served amidst a room
filled with exhibitor tables that overflowed
into the hallway. Everyone from technology solution providers to PR firms to data
analysts were on hand to rub elbows with
franchise development executives and
chat up solutions to brand-specific issues.
Franchiseupdate I S S U E I V, 2015

fu4_grow_confwrap(38-42).indd 39

39

11/16/15 3:46 PM