1851

Franchising has long been associated with aggressive sales tactics and high lead volume, but industry leaders are proving that a different approach is driving real results. In the latest&nbsp;<a href="https://www.youtube.com/watch?v=-yTJZ3E8fQs&utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">podcast</a> ahead of&nbsp;<a href="https://1851francamp.com/dallas/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">FranCamp Dallas</a>, franchise experts&nbsp;<a href="https://www.linkedin.com/in/tymcbrideokc/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Ty McBride</a>,&nbsp;<a href="https://www.linkedin.com/in/daniel-feltman-10724a141/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Daniel Feltman</a> and&nbsp;<a href="https://www.linkedin.com/in/michelle-holliman-2132313/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Michelle Holliman</a> joined host&nbsp;<a href="https://www.linkedin.com/in/charles-internicola-42506910/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Charles Internicola</a> to discuss how focusing on storytelling, culture and relationship-building is helping brands scale in a sustainable way."What helped me was focusing on storytelling — sharing our journey, our values, and why we built this brand," said McBride, founder of&nbsp;<a href="https://gopreservan.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Preservan</a>. "Once we stopped trying to look like a big corporate brand and instead focused on our authentic story, things started to change."For Feltman, co-founder of&nbsp;<a href="https://www.thegaragefloorcofranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">The Garage Floor Company</a>, shifting from a transactional sales mindset to one rooted in connection was a game-changer. His brand initially focused on selling a product but realized success came when they started sharing who they were and why they existed. Meanwhile, Holliman emphasized that sustainable growth isn’t just about expansion — it’s about maintaining culture and ensuring franchisees align with the company’s core values."We’re approaching 100 units, so we have to think about scaling — adding not just franchisees but also corporate support, all while staying financially sustainable," said Holliman, vice president of franchise development at&nbsp;<a href="https://www.pigtailsandcrewcutsfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">Pigtails &amp; Crewcuts</a>. "Innovation and culture are critical to ensuring we support the next phase of growth."With FranCamp Dallas set to dive deeper into franchise acceleration, recruitment and overcoming growth challenges, the conversation highlighted a central theme: the future of franchising belongs to brands that build meaningful connections, not just those that chase sales.A transcript of the podcast has been provided below. It has been edited for brevity, clarity and style.Charles Internicola: Ty, as we prepare for FranCamp Dallas, what are your key takeaways and thoughts?Ty McBride:&nbsp;I’m thinking about building on what we’ve learned from past sessions — Chicago, Miami — and continuing to develop those relationships. I’m excited to connect and collaborate with this group of franchise professionals.Internicola: Each camp adds new tools and strategies for franchise operations, recruitment and sales. Dan, as we head into Dallas, what are your goals?Daniel Feltman:&nbsp;Our biggest focus is implementing what we’ve learned. Many people absorb information but struggle to execute. At FranCamp, we’re learning how to slow things down, build on what works and refine our approach. We want to take what we’ve built and improve upon it, ensuring we’re consistently growing.Internicola: Michelle, Pigtails &amp; Crewcuts has seen significant growth. What’s your approach to FranCamp, and what’s your focus for the brand?Michelle Holliman:&nbsp;This is my second FranCamp, and we signed up for the rest of the year because of the value it provides. Even after 20 years in business, it’s been incredible to collaborate with emerging brands and get fresh perspectives. The roundtable discussions are intimate and engaging. Unlike large conferences where smaller brands can get overlooked, FranCamp provides direct feedback and meaningful networking. It’s helped us rethink lead generation, budgeting and marketing strategies while staying connected to our core values.Internicola:&nbsp;Beyond FranCamp, let’s talk about franchise acceleration and selling. Ty, you’ve explored YouTube and storytelling — did you ever feel stalled?McBride:&nbsp;Absolutely, especially early on. When you enter franchising, you’re bombarded with vendors making big promises and it’s hard to know what to do next. What helped me was focusing on storytelling — sharing our journey, our values and why we built this brand. Once we stopped trying to look like a big corporate brand and instead focused on our authentic story, things started to change.Internicola: That hands-on, founder-driven approach seems key. Michelle, how do you ensure continued growth while maintaining your company’s culture?Holliman:&nbsp;We’re approaching 100 units, so we have to think about scaling — adding not just franchisees but also corporate support, all while staying financially sustainable. Innovation and culture are critical to ensuring we support the next phase of growth.Internicola: What advice do you have for emerging brands based on what you’ve learned?Holliman:&nbsp;It’s easy to get caught up in growth and forget your core values. Listening to emerging brands reminds me of where we started and helps us stay grounded. You constantly evaluate how to support franchisees better, create a strong culture and reinforce your mission. It’s an ongoing process of learning and refining.Internicola: Dan, as a newer brand, what have you learned that changed your approach?Feltman:&nbsp;At first, we thought franchising was just about selling a product. We now realize it’s about telling our story — who we are and why we do what we do. We stopped just selling floors and started focusing on connecting with people. When we shifted our mindset from “selling” to “building relationships,” we saw a real difference.Internicola: Ty, when talking to franchise candidates, what’s your approach?McBride:&nbsp;I don’t sell anything. I focus on sharing our vision and ensuring candidates understand what they’re getting into. We don’t aim for high lead volume — we want qualified, serious candidates. It’s more about readiness conversations than sales.Internicola: Michelle, how do you evaluate franchise leads and conversions?Holliman:&nbsp;Leads turn into conversions, but it’s about quality over quantity. People resonate with your story, and that’s why they move forward. We approach it as a mutual fit — franchising isn’t for everyone, and we’re transparent about the challenges. Prospective franchisees need to fully understand what they’re committing to.Internicola: Where do you see brands going wrong in the qualification process?Holliman:&nbsp;I’m not a fan of third-party qualifiers unless they deeply understand the brand. It’s crucial for whoever represents your brand to be knowledgeable and passionate. Having an internal team that truly believes in the brand makes a big difference.Internicola: How do you integrate culture into franchisee onboarding and validation?Holliman:&nbsp;Culture is everything, especially in child services. It has to resonate from the corporate team down to franchisees, employees and customers. We reinforce this during training and remind franchisees why they chose this business. It’s not always easy — there are tough days with budgeting and hiring — but having the right people makes a difference.Internicola: Dan, as you refine your brand strategy, what’s been your biggest realization?Feltman:&nbsp;We underestimated the power of storytelling. Initially, we focused on selling a product, but we’ve learned that what really matters is selling&nbsp;who we are and why we exist. Once we shifted that perspective, things changed.Internicola: As we head into FranCamp Dallas, we’ll have panels on acceleration, franchise sales and overcoming obstacles. I appreciate all of you sharing your insights — this continues to be a learning experience for all of us.McBride:&nbsp;Looking forward to it.Holliman:&nbsp;Excited for Dallas!Internicola: See you all there!Watch the full podcast above or on&nbsp;<a href="https://www.youtube.com/watch?v=-yTJZ3E8fQs&utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">YouTube</a>.&nbsp;Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp-2728632" target="_blank" rel="nofollow">www.1851growthclub.com</a> and see what we can do for you.

How Storytelling and Authenticity Drive Franchise Growth

1851 Franchise

As FranCamp Dallas approaches, industry leaders discuss why the key to successful franchise expansion isn’t just about selling — it’s about telling the right story.

Beyond Sales: How Storytelling and Authenticity Are Reshaping Franchise Growth — Insights from FranCamp

beyond-sales-how-storytelling-and-authenticity-are-reshaping-franchise-growth-insights-from-francamp

Crust Pizza Co.

Giving Back One Slice at a Time: Crust Pizza Co. Raises Over $100,000 for St. Jude Children’s Research Hospital 

giving-back-one-slice-at-a-time-crust-pizza-co-raises-over-100000-for-st-jude-childrens-research-hospital

Pool Scouts

Pool Scouts Franchise - Tiffiny Consoli - Entrepreneur Agg - 1851 Franchise

Entrepreneur: No Experience? No Problem. How This First-Time Franchisee Built a $3 Million Business

pool-scouts-franchise-tiffiny-consoli

Strategic Franchising

Photo of two customers, with two dogs, and an employee in a Pet Wants location

How Franchisees Are Building Local Impact and Creating Jobs in Their Communities

how-franchisees-are-building-local-impact-and-creating-jobs-in-their-communities

Woodhouse Spas

photo of Woodhouse Spa front desk with flowers, greenery, and pendant lights

Woodhouse Spas Opportunity: The Path To Successful Franchise Ownership

premium-wellness-franchise-woodhouse-spas

photo of woodhouse spas franchise owner standing, smiling, in the business

How This Woodhouse Spas Owner Achieved a Successful Opening

how-this-woodhouse-spas-owner-achieved-a-successful-opening

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Roof Scientist Launches Franchise Opportunity, Revolutionizing Roof Preservation with Innovative Technology

roof-scientist-launches-franchise-opportunity-revolutionizing-roof-preservation-with-innovative-technology

Restaurant Business: How McDonald's Is Restructuring To Compete With Specialized Chains

restaurant-business-how-mcdonalds-is-restructuring-to-compete-with-specialized-chains

Design with hundred dollar bill and orange "recession" banner across the middle

ABC News: Recession Risks Are Rising, Economists Say. Here’s What to Know.

recession-risks-impact-economy-franchise-world

NRA: Restaurants Focus On Enhancing In-Store Experiences To Attract Diners in 2025

nra-restaurants-focus-on-enhancing-in-store-experiences-to-attract-diners-in-2025

The Joint Chiropractic - Dr. Anthony Tran - IFA Franchisee of the Year - 1851 Franchise

The Joint Chiropractic’s Dr. Anthony Tran Named Franchisee of the Year by the IFA

joint-chiropractic-dr-anthony-tran-ifa

Franchise Banking/Financing | ApplePie Capital — Emerging Leaders in Franchise Support

franchise-bankingfinancing-applepie-capital-emerging-leaders-in-franchise-support

How To Use Call Centers To Improve Customer Retention and Franchisee Support

how-to-use-call-centers-to-improve-customer-retention-and-franchisee-support

ActiveCampaign - Franchise Marketing Automation - Emerging Leaders Franchise Support

Franchise Marketing Automation | ActiveCampaign — Emerging Leaders in Franchise Support

franchise-marketing-automation-activecampaign-emerging-leaders-in-franchise-support

Boxwood Partners - Franchise M&A Advisory - Emerging Leaders in Franchise Support - 1851 Franchise

Franchise M&A Advisory | Boxwood Partners LLC — Emerging Leaders in Franchise Support

franchise-ma-advisory-boxwood-partners-llc-emerging-leaders-in-franchise-support

Florida Franchisee Reflects on Success and Growth with Sylvan Learning

florida-franchisee-reflects-on-success-and-growth-with-sylvan-learning

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025 - 1851 Franchise

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025

paris-baguette-ranks-among-top-franchises-on-entrepreneurs-franchise-500-for-2025

Domonique Downing - Big Frog Franchise - Fayetteville, GA - 1851 Franchise

Coca-Cola Scientist Finds Path to Autonomy with Big Frog Franchise in Fayetteville, Georgia

big-frog-franchise-fayetteville-georgia

The Top Quick Service Restaurant Franchises for 2025

the-top-quick-service-restaurant-franchises

Top 25 Emerging Restaurant Franchises - 1851 Franchise

Top 25 Emerging Restaurant Concepts to Consider in 2025

top-emerging-restaurant-concepts-to-consider

Franchisee spotlight image with Randy and Sandy Craft, Children's Lighthouse logo on blue background

Beyond Sales: How Storytelling and Authenticity Are Reshaping Franchise Growth — Insights from FranCamp

MORE STORIES LIKE THIS