Franchise Conference Rules of Conduct for Suppliers

So you are looking to sell your wares into the franchise space? Conferences are a must! Here is how I approach this market in particular (could apply to other industries as well).

Listen First.

It’s tempting to sell, but no one is buying in the moment. Take mental notes, remember names, and follow up later.

Be a Resource.

Most conferences have a theme—“emerging,” “recruitment,” “multi-unit,” “association,” etc. While we all want the attention of franchisors, many attendees are either new to the industry or navigating early stages like drafting their initial FDD. Focus on connecting them with the right people rather than being self-serving. There’s a time for pitching—trust me.

Don’t Talk Trash.

The franchise industry is huge in economic impact but small when it comes to “who’s who.” Talking negatively about others will hurt you in the long run. Shake hands with your rival suppliers—it’s just business.

Master Lobby Networking.

The best connections happen in the lobby: helping people find their way, chatting about the next session, or during those quick elevator conversations. Take mental notes and follow up later.

Hot Take: Don’t Drink.

Drinking makes the job harder—remembering conversations, staying sharp, or avoiding cringe moments later (speaking from experience). Skip the drinks and stay on top of your game.

You Have to Sponsor.

I get it, no one wants to sponsor, but it’s part of the game. Pay up—you won’t regret it. Just know it’ll take about two years of investment to really see the payoff.

It’s a Tour.

I call it the “franchise tour” or circuit. You’ll need to hit about six key conferences a year to build the network of prospects necessary for success in this industry.

Develop Your Pitch.

When someone asks, “So, what do you do?” don’t just say “digital marketing.” Be specific. For us, it’s websites—simple, clear, and direct.

Setting Up Meetings is Tough.

Scheduling meetings during the conference is hard. Your best bet is texting for a quick 5–10 minute meet-and-greet on the fly. If you manage to pre-schedule a pitch, more power to you and your sales team.

Smile. Don’t Be Weird.

Enough said.

Wear Your Badge Everywhere.

Keep it on—it’s your ticket to visibility and approachability.

Keep a Pen on You.

Trust me, you’ll need it.