In franchising, trust is everything. Prospective franchise buyers aren’t just purchasing a business model—they’re committing to a long-term relationship, a brand, and a system they expect to support their success. While marketing materials, financials, and brand messaging all matter, few tools are as persuasive as authentic, well-built testimonials. Done correctly, testimonials can shorten sales cycles, increase confidence, and reinforce credibility. Done incorrectly, they can create legal risk or undermine trust. This article outlines how to build testimonials for your franchise the right way, how to structure them for compliance, and how to use them effectively in selling your franchise. Why Testimonials Matter in Franchise Sales Franchise buyers are risk-aware. They are evaluating: - the credibility of the franchisor - the performance of the system - the level of support provided - the likelihood of their own success Testimonials help answer the unspoken question:“Has this worked for people like me?” When prospects hear directly from: - existing franchisees - early operators - corporate partners - long-standing customers …they gain confidence that the franchise is legitimate, organized, and supportive. The Legal and Compliance Foundation (Critical First Step) Before building testimonials, it’s essential to understand the legal boundaries—particularly in the United States. What You Must Avoid Testimonials cannot: - promise or imply earnings - suggest guaranteed success - misrepresent typical performance - contradict the Franchise Disclosure Document (FDD) - include financial performance unless disclosed in Item 19 Any testimonial that implies income, profitability, or financial results must be carefully reviewed and often avoided altogether unless it mirrors a properly disclosed Financial Performance Representation. Keep in mind that as a franchise, all of your franchisees must be disclosed in your FDD, so you should be aware of your relationship and their experience with you at all times.

For many emerging franchisors, franchise tradeshows feel like the most direct path to growth: put up a booth, talk to a lot of people, collect leads, and sell franchises. The reality is more nuanced. Franchise shows can absolutely become one of the strongest lead sources you’ll ever use—but only if you treat them like a structured sales channel, not a marketing outing. A franchise tradeshow gives you something digital marketing often can’t: a concentrated room of people who are actively exploring business ownership, comparing brands in real time, and open to scheduling a next step immediately. It’s a high-intent environment. But high intent doesn’t automatically produce high conversion. The franchisors that win at shows win because they show up with a clear offer, disciplined qualification, and a follow-up process that turns conversations into applications. This article breaks down the best ways to exhibit at a franchise tradeshow to sell your franchise—step-by-step—so you can build a repeatable tradeshow strategy as part of your franchise growth plan. 1) Start With the Right Mindset: A Tradeshow Is a Sales System, Not a Booth Many franchisors judge a show by how busy the booth felt. That’s not the right metric. A successful show produces: - qualified candidates - scheduled next steps - a clean and trackable pipeline - and an efficient cost per awarded franchise If your show plan doesn’t include measurable outcomes, you’ll fall into the most common trap: leaving with a stack of business cards and no consistent process to convert them. Your goal at the show is not “talk to everyone.”Your goal is: identify the right people and advance them to a defined next step. 2) Know Who You’re Targeting Before You Arrive The best booths feel magnetic, but they’re not generic. They are designed for a specific buyer profile. Before the show, define your ideal franchisee in clear terms: - owner-operator or semi-absentee? - single unit or multi-unit mindset? - target investment range - required liquidity and net worth - target markets (cities/states) - background (sales, management, construction, healthcare, home services, etc.) - daily involvement expectations

Below is a detailed, franchise-sales–focused guide to how visa programs work when you’re selling franchises to international buyers—and the step-by-step process to market your franchise to qualified visa-based investors. I’ll keep it practical, but I’ll also include important compliance notes so you don’t accidentally create legal risk. Important disclaimer: I’m not an attorney and this is not legal advice. When working with visa-based investors, you should always coordinate with a qualified U.S. immigration attorney and your franchise attorney. Visa rules change, and individual eligibility varies. 1) Why visas matter in franchise sales (and what you can and cannot promise) Many foreign buyers want a franchise because it can be a pathway to: - living in the U.S. - operating a business - supporting family relocation - potentially longer-term residency strategies But as the franchisor/franchise seller, your responsibility is to: - market the franchise opportunity - provide accurate operational and financial information - connect prospects to professionals for immigration planning - never guarantee visa approval - avoid giving legal “immigration advice” This is critical because “visa marketing” can create risk if your messaging implies: - “buy this franchise and you’ll get a visa” - “this is an easy path to citizenship” - “approval is guaranteed” Instead, you position your franchise as a business investment that may qualify for certain visa categories depending on the buyer. 2) The main visa programs that franchise buyers use There are several visa pathways tied to business ownership, but in franchise sales, the most common are: A) E-2 Treaty Investor Visa (Most common for franchise buyers) The E-2 allows nationals of certain treaty countries to enter the U.S. to develop and direct a business in which they’ve made a substantial investment. Why it’s popular for franchising - Works well for franchise ownership because franchises offer a documented business model, training, and a structured plan—helpful for E-2 evidence packages. - Investor must be actively involved in directing the business (not passive).

Investing in a franchise can be one of the most strategic ways to own a business—because you’re buying a proven model, brand standards, training systems, and operational support instead of trying to build everything from scratch. But franchising is not automatically “safe,” and not every franchise is a good fit for every buyer. Success comes from matching the right franchise opportunity to your personal goals, financial situation, work style, and ability to execute. This guide provides a detailed, step-by-step framework to help you choose the right franchise, evaluate opportunities like a professional investor, understand the Franchise Disclosure Document (FDD), and avoid common mistakes. 1) Start With Your Personal Franchise Goals Before you ever compare brands, you need clarity on what you want from ownership. A franchise can create lifestyle freedom, financial independence, or multi-unit wealth—but it depends on your goals and the model. Ask yourself: - Do you want to be owner-operator, semi-absentee, or investor-only? - Do you want one unit or a multi-unit plan? - What income do you want to generate (year 1 vs. year 3)? - Do you want flexibility or structure? - Are you looking for a business you can scale and eventually sell? - Do you want to work with the public or behind the scenes? - Do you want local service customers or a retail location? Define your non-negotiables: - Maximum investment - Preferred work schedule - Ability to manage employees (or not) - Comfort with sales and networking - Willingness to be hands-on This prevents you from chasing “hot brands” that don’t match your life. 2) Choose the Right Franchise Category Franchise success often depends more on category fit than brand fame. Here are franchise categories investors commonly consider—and why: A) Home Services (High demand + recurring need) Examples: residential cleaning, restoration, lawn care, HVAC, pest controlWhy investors like it: strong demand, often recession-resistant, high repeat customers, scalable territory models.

A step-by-step guide for franchisors and franchise development teams A Discovery Day is one of the most important steps in the franchise sales process. It is typically the final stage before awarding a franchise and gives both the franchisor and the prospect a chance to evaluate cultural fit, operational alignment, and commitment. A great Discovery Day should do three things: 1. Educate the prospect on the business model and support systems. 2. Demonstrate the professionalism, culture, and leadership of the brand. 3. Build confidence so the prospect feels ready to move forward. Below is a full framework for executing a successful event. *Check out the Voda Restoration Franchise Video, Great franchise system doing a strong brand presentation. SECTION 1 — Pre-Discovery Day Preparation 1. Pre-qualify the prospect thoroughly You should confirm: - Financial qualifications - Geographic interest - Operational capacity - Timeline for investment - Understanding of the franchise model By the time they attend Discovery Day, they should already be 70–80% ready to buy. 2. Set expectations clearly Send a Discovery Day Packet that includes: - Agenda / timeline - Dress code - Location and parking info - Leadership bios - What to bring - Final steps after Discovery Day This eliminates uncertainty and increases professionalism. 3. Internal team preparation Your team should know: - Who’s attending - Their background - Their timeline and interests - Any objections previously raised Great franchisors enter the day prepared and aligned. SECTION 2 — Discovery Day Agenda Structure A strong agenda flows like a story. Here’s the ideal sequence: 1. Warm Welcome & Brand Introduction - Greet prospect personally - Offer coffee, branded materials, tour badges - Provide a relaxed onboarding conversation Goal: Establish rapport and comfort. 2. Leadership Introductions Each leader gives a short background: - Founder story - Mission and vision - Why franchising? - Commitment to franchise success