Welcome to another exciting episode of The Advisory Board Podcast! Today, we dive deep into the world of franchising with the brilliant Joe Matthews, founder and CEO of Franchise Performance Group (FPG). With over 40 years of experience and a remarkable track record of closing thousands of franchise deals, Joe brings a wealth of knowledge that is sure to provide actionable insights for anyone looking to build a thriving franchise business.

Before we jump into the conversation, we want to extend a heartfelt thank you to our episode sponsor, ClientTether. Their support helps us bring you these insightful episodes, and we couldn't do it without them.

In this episode, Joe shares his unique perspective on responsible franchising, emphasizing the importance of aligning with ethical practices to ensure long-term success. He also highlights the evolving role of franchise sales professionals, stressing the need to stay ahead of the curve by integrating digital marketing knowledge and brand storytelling into their strategies.

We also touch on the rising popularity of pickleball, Joe's newfound passion, and how it's unexpectedly connected to franchising through innovative concepts like the Pickler franchise. Joe's journey from playing pickleball in high school to becoming an advanced player today adds a delightful personal touch to our discussion.

Our conversation takes a deep dive into the franchise salesperson of the future. Joe emphasizes the necessity for sales professionals to adapt to the changing buyer journey, which now involves extensive online research and content consumption. He shares how FPG's approach to content creation and lead nurturing significantly boosts conversion rates, offering a blueprint for success in modern franchise development.

Joe also addresses the critical role of collaboration between marketing and sales teams. He shares his no-nonsense approach to breaking down silos and ensuring that content creation aligns with the actual needs and experiences of franchise leads.

Towards the end of our chat, we delve into the importance of responsible franchising. Joe passionately advocates for a shift from merely selling franchises to genuinely ensuring that franchisees are set up for success. He shares real-life examples and insights on how responsible franchising can lead to more sustainable and profitable business models.

For those interested in learning more about Joe Matthews and Franchise Performance Group, you can visit their website at www.franchiseperformancegroup.com. Joe is also open to direct conversations and can be reached at 860-309-1484, as long as you're not pitching something!
We hope you enjoy this episode filled with practical tips, expert insights, and a touch of humor. Tune in, take notes, and get ready to elevate your franchise game with the wisdom shared by Joe Matthews.

Thank you for listening to The Advisory Board Podcast. Don't forget to subscribe, leave a review, and share this episode with your network. And a big thank you once again to ClientTether for making this episode possible. Stay tuned for more episodes where we bring you the best minds in the franchise industry.