Yesterday, I published an op-ed titled Responsible Franchising Requires a Better Sales Model. I was grateful to receive such thoughtful responses and meaningful interaction from so many in the industry.

As many of you know, I’ve spent over 40 years immersed in the world of franchising — leading franchise organizations and sales teams, guiding emerging brands, and playing a direct role in the awarding of well over a thousand franchises. I’ve worked within franchise broker networks, and earlier in my career, I was also a multi-unit franchisee. This broad perspective has shaped my understanding of the industry from every angle — franchisor, franchisee, and intermediary.

So, when I speak about the need for change, it comes from reflection, experience, and a deep commitment to doing franchising right.

To be clear, I fully acknowledge that there are exceptional franchise brokers and reputable organizations led by talented, experienced professionals who bring real value to the franchise development process. However, the rapid proliferation of third-party sales groups has, in my professional opinion, significantly diluted the quality within this segment.

Too many individuals involved in franchise brokerage today lack the necessary education, experience, and understanding to effectively guide prospective franchisees — or to properly vet franchise brands and interpret key documents such as the FDD. This, I believe, poses a serious risk to the principles of responsible franchising.

Building the Kingdom: How Content Shapes the Future of Franchising

“Content may be king, but it’s what is done with the content that makes the kingdom.”

I shared those words years ago at an International Franchise Association event, and they ring truer today than ever before. In an era where information is accessible at every swipe and search, franchising cannot afford to treat education as an afterthought. Content, especially educational, reflective, and empowering content, must be the first step in any practical franchise development process. When done right, it sets the foundation for what franchising is supposed to be: a responsible path to entrepreneurship rooted in clarity, trust, and long-term alignment.

Why Education Must Come Before the “Discovery”

Before a person should even consider becoming a franchise candidate, they need to understand entrepreneurship. They need resources that walk them through the day-to-day reality of business ownership — time commitments, financial obligations, leadership demands, and emotional challenges. They need to evaluate their skills, readiness, and resilience. In short, they need to reflect — honestly and fully — on whether they’re prepared to take the leap at all.

Franchise content, therefore, must begin far upstream of the sales conversation. It must live in the places where interest begins: blogs, business podcasts, resource hubs, coaching programs, even YouTube channels and social media communities. And the content itself must go beyond “how to choose the right brand” or “top ten franchise sectors for 2025.” It must invite self-assessment, practical preparation, and entrepreneurial education.

This kind of content is the true kingdom: it serves both the franchisor and the interested party. It ensures no one walks into the process blindly. It reduces wasted time, misaligned conversations, and the long-term damage caused by awarding franchises to those who never should have been candidates in the first place.

The Danger of Skipping the Educational Step

When the franchise discovery process begins without a foundation of understanding, the entire system is vulnerable. Uninformed interest becomes hurried inquiry. Many brokers, or whatever a broker or franchise sales organization calls them these days, often incentivized by 50% or more of the franchise fee, push candidates through the pipeline whether they’re ready or not. Franchisors are left to course-correct, educate on the fly, and make gut decisions about people who were never properly vetted.

What follows is a chain reaction:
– Franchisors spend valuable time and resources with poor-fit candidates.
– Qualified, thoughtful prospects are overlooked or discouraged by sales-heavy processes.
– Franchisees enter systems with misaligned expectations.
– Operational support is stretched thin trying to patch foundational gaps.
– Franchisee satisfaction drops, system growth slows, and brand equity suffers.

A New Path: Education, Then Vetting, Then Opportunity

The path to responsible franchising must be reframed. It starts with information and resources made accessible to the public — not behind paywalls or lead forms, but freely available for the purpose of education and self-discovery. This is content with purpose: videos explaining franchising vs. independent ownership, articles on personal financial readiness, tools to evaluate time management skills, even mindset checklists for entrepreneurial resilience.

Only after someone has consumed and digested this content — after they’ve done the inner work and still feel aligned with the idea of franchise ownership — should they be invited to enter the candidate process.

And even then, that next step must include a mutual vetting process facilitated by a truly impartial third party. Not a broker motivated by commission. Not a gatekeeper obsessed with territory sales. But a guide, seasoned in franchising, compensated fairly, and committed to matching qualified, prepared candidates with brands that reflect their values, strengths, and long-term goals.

Content Is Not the Finish Line — It’s the Starting Gate

Educational content and resources are not marketing tools. They are trust tools. They are what make the difference between a pipeline full of curiosity and a process built on qualification, alignment, and mutual commitment.

Yes, content is king. But the real power lies in what comes next — how that content prepares someone to make one of the most important decisions of their life. In that preparation lies the future of responsible franchising.

It’s time to (re)build the kingdom right. It’s time to reclaim the franchise sales process.

If you believe, as I do, that it’s time to elevate the standards of franchise development and bring clarity, control, and credibility back to the process — let’s talk. Together, we can explore how to make it not just possible, but practical and profitable for all involved. Please reach out to me at paul@acceler8success.com or text me at (832) 797-9851 to schedule time for a call.

Make today a great day. Make it happen. Make it count!

About the Author

With over 40 years of experience as a senior executive, consultant, coach, and entrepreneur, Paul Segreto is a recognized leader in small business, franchise, and restaurant management and development. His mission is to drive success through a culture-to-growth philosophy while connecting the right people, brands, and opportunities.

Since 2001, Paul has advised startups and emerging brands in defining their competitive edge and scaling effectively. He also provides coaching to individuals, families, and partners pursuing entrepreneurial goals.

Recognized as a Top 100 Global Franchise and Small Business Influencer, Paul shares daily insights at Acceler8Success Cafe and regularly contributes to a variety of industry blogs and publications.

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