Franchise Update Magazine Issue IV, 2015 | Page 44

the annual mystery shopping survey. For
more on the AFDR, see page 30; more on
the mystery shopping begins on page 44.
Gardner moderated a high-level quartet of franchise development executives
who interpreted and discussed the research findings, and responded to many
questions from attendees. Panelists were
Conference Chair Steve Dunn; Pete
Lindsey, vice president of franchising at
Sport Clips; Paul Pickett, vice president
of franchise development at Wild Birds
Unlimited; and Josh Wall, vice president
of franchising and strategic development
at Christian Brothers Automotive.
After a stimulating, inspiring, and datapacked morning, the Expo Hall reopened
for an extended time so attendees could
catch lunch and catch up with the suppliers
they were interested in meeting—as well
as another opportunity for networking,
socializing, and relaxing outside in the
warm Atlanta sun.
From 2 to 4:30 p.m., the afternoon offered two rounds of concurrent breakout
sessions, broken into three tracks: Franchise
Sales Basics, Build a World-Class Brand,
and Market Planning and Development.
Sessions included “Identify & Qualify a
Warm Lead,” “Strategic Market Planning
for Optimum Penetration and Growth,”
and “Inter-Departmental Alignment: Imperative for Growth.”
At 4:45, attendees gathered back in
the general session room for the day’s
second keynote address and an interactive workshop, led by David Nour, social networking and growth strategist
and author of Relationship Economics. He
grabbed people’s attention immediately,
opening his talk by saying, “Several things
about your industry make me cringe.” He
was referring to the transactional part of
franchising versus the relational aspect of
doing business.
He then proceeded to list his “Top
10 Nour Market Observations,” which
included: misalignment or under-align-

42

ment of strategy and execution; lack of
consistent investments in infrastructure
technology; nimbleness (willingness) and
agility (ability) are more critical than ever;
and the dangers of company or industry
“group think.”
He leavened his more serious points
with humorous, pithy observations and
stories, such as the CFO asking the CEO,
“What happens if we invest in developing our people and they leave us?” The
CEO’s response? “What happens if we
don’t and they stay?”
Nour spoke about “transformational
thinking” that included his observations
on “the importance and value of business
relationships in a global economy that is

David Nour, keynote speaker

becoming increasingly disconnected.” His
observation? Business leaders need fewer
contacts and more relationships. “Success
is fueled by relationships,” he said.
He also was full of statistics and a big
proponent of moving to mobile, noting
that more people do searches from their
mobile devices than from their desktops.
Returning frequently to the idea of
building relationships, not transactions,
he provided attendees with what he called
a Relationship Currency Roadmap, which
he tied into a roundtable “thinking exercise.” Teams were instructed to work

out answers to the questions: What am
I trying to get done? Who do I need (2
to 3 names)? Who do I know? What am
I willing to do to help these individuals?
And what will I do differently when I get
back? “We’re typically 3 degrees separated
from most people we’d like to meet and
develop a relationship with,” he said.
Following a heartfelt round of applause
for the philosophical and practical advice
Nour provided with both humor and style,
attendees broke for the day and prepared
for the evening’s festivities: a family-style
Italian dinner at nearby Maggiano’s Little
Italy where the winners of this year’s STAR
Awards were announced (see page 48).
Friday morn [