If you’re thinking about investing in a franchise, there’s one choice that shapes everything else: who’s helping you make it happen.
Most people don’t realize there’s a real difference in how franchise professionals work – and that difference can mean the gap between just owning a business or building a future that truly fits your life.
Let’s break it down.
Bad Approach vs. Good Approach
Some franchise coaches and consultants work with a fixed list of franchises. They match you to a franchise they already represent – and when you sign, they get paid.
A good franchise consultant takes a different path. They get to know your goals, values, lifestyle, and vision – then help you explore options that align with the future you want. Remember, the process is all about exploration.
One approach is driven by transactions. The other is driven by fit, clarity, and long-term success.
How to Spot the Difference
Here’s how to tell if you’re working with someone who’s truly in your corner:
- They ask about your life – not just your budget.
A good consultant wants to understand how you want to spend your time, what energizes you, what balance looks like, and what you’re ultimately working toward. This isn’t just about numbers – it’s about fit. - They’re thoughtful in how they present franchise options.
If someone hits you with a long list of brands right away, they’re not being strategic. A quality consultant will narrow it down to a manageable set of two or three concepts that genuinely reflect what you’ve discussed. That gives you room to explore deeply, not drown in options. As your thinking evolves, they may introduce additional concepts – but they won’t throw a dozen at you in one go. - They guide the brand introduction process.
Ask how your consultant introduces you to franchisors. Do they just pass along your contact info? Or do they provide a thoughtful summary of your goals and background, setting you up for a more meaningful conversation? The right consultant will share a worksheet or overview that gives franchisors clear context – because you’re not just another name on a lead list. - The concepts actually match what you said you’re looking for.
It sounds obvious, but it happens all the time: someone gets pitched a concept that’s totally off. A good consultant listens closely and only brings you ideas that reflect what matters to you. - They let you set the pace.
This is your journey. A great consultant or coach gives you time to think, reflect, and revisit. No pressure, no deadlines, no “limited-time offers.”
- They’re transparent about compensation.
Consultants should be clear: they’re paid by franchisors if – and only if – you decide to move forward. Ask the question. A good consultant will always answer it directly. - They support you beyond brand selection.
Ask what resources they’ll provide. A well-prepared coach or consultant will walk you through the full exploration process, including:
- The four-step franchise exploration framework
- What to ask franchisors and franchisees
- Franchise Disclosure Document (FDD) overview guidance
- Tips for Discovery Day or Meet The Team Day
- Industry-vetted referrals for funding, attorneys, and CPAs
- Key steps to take before signing
- They don’t just say yes.
Sometimes, people get excited and want to sign on for 10 territories right out of the gate. A responsible consultant will ask questions, apply guardrails, and challenge decisions that don’t align with your experience or goals. Most first-time owners start with one to three units – make sure your consultant or coach helps keep you grounded.
The Reality – Not Everyone is Cut Out for Business Ownership
Your franchise consultant or coach must understand this critical fact. They should believe:
- The goal of the exploration process is that you get enough information and the right information to make a well-informed decision.
- You should have a good experience and enjoy the process. Because even if you don’t invest in a franchise now, you could rekindle exploration in the future – and/or potentially refer friends, family, and colleagues who are contemplating business ownership.
Why the Consultant Approach Matters
Buying a franchise is about more than money – it’s about how you want to spend your time, build your future, and live the next chapter of your life. You deserve someone who gets that.
The ideal franchise consultant takes the time to listen, ask better questions, and walk alongside you through the process. They’re not pushing you toward a particular choice – they’re helping you explore possibilities and make smart, confident decisions.
Final Thought: If It Feels Rushed, It Probably Is.
Trust your gut. Ask the real questions. And don’t mistake a flashy pitch for actual guidance.
Because the right franchise can change your life – and make the future you want possible. And the right coach or consultant can help you find it!
Reach out and schedule a chemistry call with me to see if I am the right fit to help you explore the franchising world.