Did you know that if you requested information on a franchise and received a reply from a franchise consultant, there’s a good chance they have less franchise experience than you do? It sounds crazy, but it’s true. The barrier to entry for becoming a franchise consultant is, unfortunately, quite low. Not to worry though as there are plenty of true industry experts out there, you just want to make sure you are working with one.

As a potential franchisee, you are making a significant investment and possibly a life-changing decision. Therefore, it is imperative that any advice you receive comes from a true industry expert—not someone who recently paid to join a broker network and fancies themselves an expert. Here are a few tips to help you determine whether your consultant is worth listening to:

1. The Scripted Pitch: If you receive an email, text, or phone call that goes something like, “Hi, this is [Name]. I’m a franchise consultant representing over 500 franchises. My services are free, and I’m happy to help you find the best franchise,” this person is likely reading from the oldest script in the industry.
   
2. The Copy-and-Paste Emails: If you’ve requested information on multiple franchises and suddenly start receiving nearly identical emails from different consultants, they are likely plugging your contact information into a CRM and hoping someone will bite.
   
3. Overbearing Contact Attempts: If a consultant is calling you multiple times a day, chances are they’re desperate. Experienced consultants understand how to build relationships without resorting to high-pressure tactics.
   
4. Meaningless Rankings: If a consultant references a franchise as being on their “top 10 list” or part of a “FranTastic 500 ranking,” be cautious. There are good franchise investments and bad ones, but these rankings are often marketing gimmicks that mean nothing.
   
5. Bad-Mouthing Other Franchises: If a consultant speaks poorly of a franchise simply because they don’t represent it, be wary. They likely don’t know much about that franchise—other than the fact that it doesn’t pay them a commission.
   
6. Ask About Their Experience: It’s simple: ask how long they’ve been in the business. Just as we want our doctors, real estate agents, and accountants to be knowledgeable, we should hold our franchise consultants to the same standard.
   
7. Quiz Them on Franchise Disclosure Documents: Stump them with a question like, “What does Item 7 look like?” If they don’t know, it’s a red flag. (and of all the sections of an FDD the Item 7 is the easy one!) An experienced consultant should know this stuff inside and out.
   
8. Beware of Cheesy Sales Lines: Watch out for lines like, “This is a hot opportunity, and the territory will go quickly” or “You need to move fast, or the franchisor won’t take you seriously.” These are typical sales techniques aimed at rushing you into a decision to earn a commission.

At FranCentral, we are not partial to any specific franchise consulting group or broker network. We recognize that every group has both great and not-so-great consultants within their ranks. Our mission is simple: to connect potential franchisees with true industry experts who can offer valuable advice on both franchising and your local market.

Who are the top franchise consultants in the industry? We know!