Using Networking to Grow Your Franchise – The Franchise Manual Podcast – Episode #38

Today’s episode is going to be a little different — because today, we’re talking about one of the most overlooked growth strategies in franchising… networking.

Now before you roll your eyes and think we’re talking about awkward business card exchanges and stale coffee at chamber events, let me tell you — our guest today has completely redefined what networking actually means.

Toni Harris Taylor is known as the Networking Queen, and after this conversation, you’re going to understand why. She’s a franchisee, franchise broker, keynote speaker, author of 16 books, creator of the ‘Show Up, Be Up, Follow Up to Blow Up’ philosophy, and founder of the nonprofit Multicultural Franchise Connectors.

But what really makes Toni special is that she doesn’t just teach networking — she lives it. She’s built relationships that open doors, create franchise growth, generate business opportunities, and connect people in ways most of us never even think about.

In this episode, we’re going to talk about how franchisors can stop chasing cold leads, how franchisees can become the connector in their local market, and why the best business opportunities are usually sitting inside someone else’s network.

And as a bonus today, this is also the first official appearance of Gary Fieldsend from FranMan here on the podcast — so this conversation turns into a really fun and practical discussion about relationships, referrals, and how real networking actually works in the franchise world.

Core Theme

“Networking is not a soft skill in franchising—it’s a revenue-generating system.”

PART 1: Franchisors

 How to Network to Find MORE and BETTER Franchisees

1. Stop Waiting on Leads—Start Building Relationships

• Most franchisors rely too heavily on portals and paid leads
• Those leads are often:
  • Over-shopped
  • Not qualified
  • Not culturally aligned

 “The best franchisees are not sitting on a portal—they’re sitting in someone’s network.”

1. Stop Waiting on Leads
2. Identify “Connector Categories” Instead of Chasing Individuals

Give them something tactical (they will love this)

High-value connectors:

• Franchise consultants & brokers
• CPAs & financial advisors
• Business coaches
• Commercial real estate agents
• Immigration attorneys (E2 visa)
• Community leaders

 “Don’t just network randomly—build a strategy around WHO already knows your ideal franchisee.”

Create a Local + National Networking Strategy

Most franchisors think too narrow.

• National: conferences, industry events
• Local: chambers, business groups, meetups

 “Your next franchisee might already live in your backyard—you just haven’t shown up.”

Show Up as a HUMAN, Not a SALES MACHINE

This is where YOU shine.

• People don’t buy franchises—they buy confidence
• Confidence comes from:
  • Trust
  • Connection
  • Consistency

 “If your only touchpoint is a discovery day, you’re already too late.”

Follow-Up is Where Deals Are Won

Bring your signature framework in cleanly:

• Most franchisors don’t lose deals from lack of interest
• They lose them from lack of follow-up

 “Show up. Be up. Follow up. That’s how you blow up your franchise development.”

PART 2: FRANHCISEES

 How to Network to GROW Their Business

Corporate Marketing is NOT Enough

• Franchisees who rely only on brand marketing struggle
• Local relationships drive:
  • Referrals
  • Partnerships
  • Repeat business

“National marketing builds awareness. Local networking builds revenue.”

Become the Local “Connector” in Your Market

This is gold.

• Franchisees should not just attend events—they should:
  • Introduce people
  • Host small gatherings
  • Be known as a resource

“When you become the connector, you stop chasing business—business starts chasing you.”

Build Strategic Referral Partnerships

Give examples (they love specifics):

• Daycares ↔ kids franchises
• Gyms ↔ health brands
• Realtors ↔ home services

“One strong partnership can outperform 1,000 cold leads.”

Consistency Beats Charisma

This is a reality check they need.

• It’s not about being the loudest person in the room
• It’s about:
  • Showing up regularly
  • Being reliable
  • Following through

“The franchisees who win are not the most talented—they’re the most consistent.”

Track Networking Like a KPI

Now you’re speaking their language.

• # of events attended
• # of meaningful conversations
• # of follow-ups
• # of referrals generated

“If you don’t measure it, you won’t scale it.”

Close

“Franchising is a people business.

The brands that grow the fastest—and the franchisees who make the most money—are the ones who master relationships, not just marketing.”

Toni Harris-Taylor
Drastic Results Marketing and Sales Coaching
toniharristaylor.com
713-387-9273

Kit Vinson
www.franman.net
kit.vinson@franman.net
214-736-3939 x 101

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