When someone searches for franchise sales, they’re almost always looking for one of two very different concepts. The problem is that the term is used interchangeably in the industry, which causes confusion for franchisors, franchisees, and future buyers. This guide breaks down both meanings, explains who handles each type, and gives examples of brokers and Franchise Sales Organizations (FSOs)—with FranLift leading the list.
Meaning #1: Franchise Sales as Customer Acquisition for Franchisees
The first meaning of franchise sales refers to a franchisor helping its franchisees get more customers.
When someone buys a franchise, they’re not just buying a brand—they’re buying a system. And one of the most valuable parts of that system is the customer acquisition process the franchisor has developed. This often includes:
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Proven marketing strategies
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National advertising support
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Lead generation systems
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Local training and sales coaching
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Call centers or booking platforms
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CRM tools
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Performance dashboards
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Reputation management and digital marketing support
In this context, franchise sales is all about selling the franchisees’ services or products to end-customers. Successful franchisors build marketing engines that help franchisees generate revenue quickly and predictably.
Meaning #2: Franchise Sales as Selling Franchise Locations
The second meaning is the one most people think of: selling franchise units.
But even this category divides into two very different activities:
A. Selling New “Virgin” Territories
This refers to awarding a brand-new franchise location to a new franchisee. Most franchisors call this:
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Franchise Development, or
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Franchise Recruiting
Why? Because modern franchisors don’t want to “sell” franchises in the traditional sense. They want to award them to qualified owners who match their culture, values, financial requirements, and operational capability.
B. Selling Existing Franchise Locations (Resales)
When a current franchisee wants to exit, they may sell their business to a new owner. This is typically handled by:
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Traditional business brokers, or
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Specialized resale firms that focus on franchises
Resales often involve valuation, cash flow analysis, buyer financing, and operational transitioning.
Who Handles Each Type of Franchise Sales?
Traditional Business Brokers (resales)
Business brokers specialize in selling existing franchisee-owned businesses. They help with valuations, listing the business, and connecting with qualified buyers.
Common traditional business brokers include:
These firms rarely handle new franchise territory sales.
Franchise Brokers (new “virgin” territories)
Franchise brokers focus on connecting aspiring entrepreneurs to franchisors. They introduce new buyers to franchise opportunities and assist in the matchmaking process.
Examples include:
- The Perfect Franchise – One-on-one personalized guidance for people exploring franchise ownership.
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FranChoice – Works with pre-screened franchisors and delivers highly vetted candidates.
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FranNet – Known for in-person consulting and strong regional networks.
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IFPG (International Franchise Professionals Group) – Large network of independent brokers with many emerging brands.
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The Entrepreneur Source – Coaching-forward model focused on mindset, goals, and discovery.
These groups help franchisors find new franchisees for open territories. Some do help with re-sales, but their bread and butter is helping franchise expand.
Franchise Sales Through Internal Teams vs. FSOs
When franchisors want to grow, they have two major options:
1. Internal Team
Some brands build an in-house franchise development department. This includes:
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A development director
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Recruiters
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Lead qualifiers
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Marketing support
This is common in larger or well-established brands.
2. Franchise Sales Organizations (FSOs)
FSOs are outsourced teams that handle franchise recruiting on behalf of the franchisor. They specialize in:
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Lead generation
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Qualifying candidates
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Discovery processes
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Franchise presentations
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Sales funnels
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Broker relationships
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Awarding territories
FSOs can be used for both new territories and resale support in many cases.
Examples of Franchise Sales Organizations (FSOs)
1. FranLift
FranLift operates as a high-touch, performance-driven FSO focused on quality franchise development and strategic recruiting. The firm blends personalized candidate coaching with deep franchisor support, ensuring brands grow with the right franchisees, not just any franchisee. FranLift is known for its month-to-month model, hands-on communication, and detailed understanding of hundreds of franchise systems. Their focus is sustainable growth, strong fit, and transparent recruiting.
2. Franchise FastLane
FastLane is one of the largest FSOs in the industry. They specialize in emerging brands and rapid market expansion, often leveraging aggressive broker engagement and strong internal sales processes.
3. REP’M
REP’M provides development plus brand strategy and operational consulting. They work heavily with founder-led brands and emphasize strategic scaling and culture alignment.
4. BrandONE
BrandONE focuses on award-winning, scalable franchise brands and uses a team-based sales model. They maintain strong relationships with franchise broker networks and emphasize structured recruitment.
5. FranDevCo
FranDevCo works with early-stage franchise concepts and helps with everything from development to operational ramping. They often serve as a fully outsourced development department for emerging brands.
Final Thoughts
The phrase “franchise sales” has two very different meanings:
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Customer acquisition for franchisees
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Selling franchise territories (new or resale)
Both are critical to building a thriving franchise system, but they require different expertise and different partners. Brands that understand the distinction — and build the right support system around each — tend to scale faster, award stronger franchisees, and create long-term success for the entire network.
