Marketing Your Franchise Opportunity at a Franchise Trade Show (Part A)

It's a well-known fact that to be a successful salesman you need to go to where your clients are searching. Trade shows have long been a standard for many industries to promote new products, ideas, and opportunities. In the world of franchises, franchise trade shows are a great place to meet potential franchisees interested in helping you grow your business' reach.

Preparing For a Franchise Trade Show

There's a balance to be achieved when advertising your business opportunity at a franchise trade show. On the one hand, your booth setup and on-site offerings need to attract attention, but on the other hand, you still need to be professional and informative.

Arrive at the franchise trade show well prepared with enough take-aways, such as business cards, brochures, and documentation to ensure interested franchisees leave your table with the information they need, and ways to learn more if they're interested.

If you are considering offering any promotions such as free giveaways, seminars, or other incentives be sure to have these items in hand well before the event. Promotional items such as logo pens, key chains and other useful items help jog potential franchisees' memories about your company. Holding a seminar for interested franchisees at a later date is a great way to have a more focused, intimate presentation on your business, and offering an incentive to attend is sometimes beneficial.

You are seeking savvy, dedicated and serious franchisees to help expand your business, and they are likely to ask questions. Be prepared to hear questions about how much a franchisee can earn by following your business model, but also be prepared to have a written substantiation of this information available at your franchise trade show. This is a Federal Trade Commission rule (FTC rule) that you must have written proof of any claims you make regarding earnings or income projections.

Franchisee questions may range from the serious to the absurd, but you need to be prepared to deal with all of them at a franchise trade show. You will also want a few trusted partners or employees with you to help field questions when things get busy.

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