What Does a Franchise Consultant Actually Do? (And How to Spot a Bad One)
When I tell people I’m a franchise consultant, I often see the same reaction. They either don’t know or immediately picture a used car salesman — someone pushing whatever franchise pays them the most.
That skepticism is understandable. There are bad franchise consultants out there.
In this article, I’ll explain what a good franchise consultant actually does, how to spot a bad one, and how working with the right consultant can make the franchise buying process dramatically easier.
What Is a Franchise Consultant?
A franchise consultant helps individuals and families evaluate, compare, and select franchise opportunities that align with their goals, experience, and financial situation. A bad consultant sells brands. A good consultant helps you make a smart business decision.
A Good Franchise Consultant Is Like a Good Realtor
When you’re buying a house, you don’t technically need a realtor. But a good realtor helps you avoid bad deals, knows what fair pricing looks like, has handled the paperwork hundreds of times, and understands how transactions really work.
And importantly, they’re paid by the seller, not you.
A good franchise consultant works the same way. My services are paid for by the franchisor only if you move forward. There is no cost to you to work with me.
What a Good Franchise Consultant Actually Does
Gets to Know You First. Before ever talking about franchise brands, a good consultant takes time to understand your background, transferable skills, interests, lifestyle goals, available capital, and long-term vision.
Narrows Thousands of Options Down to a Shortlist
There are over 3,000 franchise brands operating in the U.S.
Most of them are not great businesses.
My role is to filter through the noise, identify franchises that actually make sense for you, and present a focused shortlist with honest pros and cons.
Guides You Through the Franchise Evaluation Process
A good franchise consultant doesn’t disappear after introductions. I help clients understand FDDs, line up appropriate funding, connect with the right lenders, prepare for validation calls, and think clearly through decisions without pressure.
What I Don’t Do as a Franchise Consultant
I don’t sell people on buying a franchise.
You wouldn’t ask a realtor, “Should I buy a house?”
The people I work with are already confident they want to explore franchise ownership.
My role is to help them find the right franchise, not convince them to buy one.
How to Spot a Bad Franchise Consultant
Be cautious if a consultant pushes one brand immediately, avoids discussing risks, rushes decisions, or feels more like a salesperson than an advisor.
Is Working With a Franchise Consultant Worth It?
Franchise ownership can be a powerful path to business ownership if approached thoughtfully.
The right consultant helps you avoid costly mistakes, save time, and make decisions with clarity.
