Sales Smarts
BUILD A WINNING SALES TEAM WITH INTENTION
Written by CHRISTINA CHAMBERS
A few years ago, I came across an article by Steve Olson (the late, longtime franchise sales leader and former publisher of Franchise Update) that challenged common myths about top sales performers and what truly makes a franchise development superstar. He said the first few hires you make can set the trajectory of your brand's growth or stall it entirely. For franchisors building or rebuilding a sales team, the question isn't just whom to hire, but how to build the right structure.
Here are five steps you can take to build out your franchise sales team for long-term success:
1. START WITH THE END
Before you post your first job description, get crystal clear on your growth goals. Are you awarding 20 single-unit franchises this year or positioning the brand for 50-100 awards across multi-unit packs and area developers? The answer matters when it comes to whom you hire to recruit your ideal franchisees.
Recruiting an owner-operator who's starting their first business looks very different than attracting a sophisticated, high-net-worth candidate who already owns multiple brands. One is motivated by independence and lifestyle, the other by scalability and portfolio growth. Your franchise recruiters must be comfortable working with those differences. Starting with the end in mind prevents you from making mismatched hires and ensures you're investing in a team capable of achieving your unique definition of success.
2. CHART YOUR ORGANIZATION
Once goals are defined, sketch the organizational chart that gets you there. Too many franchisors expect a single sales rep to do it all: cold calls, pipeline management, scheduling, qualification, and closing. That's a recipe for burnout and bottlenecks.
Think instead about leverage. If you know that one franchise recruiter can manage a pipeline of 25-45 qualified candidates at any given time, work backward from your award goals. If your plan requires three times that volume, you'll need multiple recruiters or additional support roles. Adding an appointment setter or admin can free recruiters to spend their time where it matters, having meaningful conversations with serious candidates, instead of chasing paperwork.
By drawing out the organizational chart early, you'll understand what seats to fill now and what roles to budget for as your brand scales.
3. PAY APPROPRIATELY
How you structure compensation can directly shape team behavior. A heavy commission plan may motivate reps to push for signings at all costs, but that can backfire by creating a sales culture instead of an awarding culture. On the flip side, a high salary with little variable pay may reduce urgency and accountability.
The key is intentionality. Decide up front what type of culture and behaviors you want to compel and build compensation plans that reinforce it. Candidates who join your team will self-select based on the compensation model, which means you'll attract those who thrive in the environment you're trying to build.
4. HIRE FOR SKILLS
Franchise recruiting isn't consumer sales, it isn't corporate B2B sales, and it definitely isn't all about closing the deal. It's consultative, emotional, and deeply relational. A great franchise recruiter is equal parts consultant, advisor, and guide.
Think of the hats they wear throughout the discovery process: part cheerleader, part therapist, and part accountability partner. That's why the best recruiters aren't always your top closers from other industries. Instead, they're people who can build trust, listen actively, and guide candidates through a deeply emotional decision.
Traits like empathy, collaboration, and emotional intelligence matter as much as a strong sales record.
5. BUILD WITH A BLEND
In Radical Candor, Kim Scott describes two types of high performers: rock stars and superstars. Rock stars deliver consistent, reliable results and find deep satisfaction in mastering their role. Superstars are ambitious, innovative, and eager to take on more responsibility.
In an effective franchise sales team, you need both. A rock star anchors your team with predictable performance, nurtures candidates steadily, and becomes a culture carrier. A superstar, meanwhile, challenges the status quo, pushes innovation, and may eventually step into leadership. The combination gives you stability and growth potential.
Don't make the mistake of filling your team with only one type. The magic is in the mix.
THE TAKEAWAY
Strong franchise systems are built by strong teams. Plan your strategy and hire wisely with intention. Your franchise sales team will become the engine that powers lasting growth.