Expos can offer fertile hunting grounds for franchisors. But there's a considerable investment required in terms of time, money, and effort. Make sure your investment pays off by checking out this list of tips:
• People who go to franchise expos tend to be local. If you're not targeting franchise sales within a 2-hour radius of where the show is located, you're wasting marketing dollars.
• Polish your elevator pitch. The entire show staff should be ready with a clear 15-second soundbite about your company's concept. The best elevator pitch is complete, but has a "hook" at the end to keep the prospect interested.
• Don't invite preexisting prospects to a franchise show. Exposing them to all your competitors will only confuse them and have them second guessing their decision.
• Not all franchise shows are created equal. If you're trying a new show, talk to past exhibitors about their experience with the show. Most shows will pre-publish exhibitor lists, which makes it easy to locate people to talk to.
• Be ready with the answers. Practice with a friend who knows nothing about your franchise. Have them ask whatever questions come to mind. "Why should I buy your franchise?" is a question that you should answer with a slam dunk.
• An expo isn't a fire sale. Give your visitors room to breathe and time to browse. It's ok to smile and introduce yourself, but don't pounce.
• Network. Early in the show, when things are still slow, meet as many exhibitors as you can. Let them know what you're about (remember that elevator pitch) and show interest in what they're doing as well. It's surprising how many leads you can get from other exhibitors if you're open to it.
• Speak up. If the show has workshops, sign up to offer one. Lots of people prefer to learn more about companies by attending workshops. It's a great way to draw attention to your company.
Tips to Succeed at Franchise Expos - To learn more about this author, visit Mary Tomzack's Website.
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Mary Tomzack
(Visit Mary's Website)
MARY E. TOMZACK is the President and
Founder of FranchiseHelp, Inc. She is a
noted franchise expert and the author of
Tips & Traps When Buying a Franchise
(First publication,1994,McGraw-Hill; new
and completely updated, revised edition,
1999,Source Book Publications). Ms.
Tomzack is often interviewed for franchise
articles in publications such as The New
York Times, "Franchise World" and
"Entrepreneur Magazine."
Reach her at (914) 347-6735 or at m
tomzack@franchisehelp.com or co
mpany@franchisehelp.com
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