In this episode of Franchat, Kevin Aires, Natalia Shvarts, and Tim Morris dive into the challenges and opportunities facing franchisors and franchisees in an increasingly competitive and economically uncertain market.

They discuss the impact of rising costs, the importance of building strong customer relationships, and why selling on value—not price—is more critical than ever.

The conversation also covers how franchisors can better support franchisees in developing sales and marketing skills, with insights from brands like Apple on continuous training.

Plus, a few fun tangents on AI frustrations, skiing mishaps, and musical instruments!