Even great suppliers can lose impact in franchising—not because their products or services aren’t strong, but because they don’t fully understand how franchisors think, decide, and protect their systems. The CFA Supplier Insights Hour is a high-impact, supplier-only session that pulls the curtain back on how franchise leaders evaluate partners, why supplier conversations stall, and where suppliers unintentionally create friction. You’ll gain practical insight into what alignment really looks like in a franchise environment, then put that knowledge into action through structured supplier-to-supplier networking—a great place to ask for referrals—and a fast-paced live supplier showcase. If you’ve ever wondered why a promising franchisor conversation went quiet or why your value didn’t land the way you expected, this may be the most valuable hour of the convention for you.