Asking the Right Questions During Validation

When you’re evaluating a franchise, you don’t want just the highlight reel, you want the real story. What does this business actually look like from the inside? What challenges are lurking beneath the surface? Is it really a good fit for your goals and lifestyle?

To help answer those questions, we sat down with Mike Silverman, senior franchise advisor and Franchise Sidekick’s very first employee, to talk about one of the most overlooked – yet mission-critical – steps in the franchise discovery process: validation calls.

Mike’s helped hundreds of buyers navigate the franchising world, and he’s passionate about empowering people to make smart, confident investments. Here’s what he had to say, and what you need to know, before you pick up the phone.

What is a franchise validation call, really?

A franchise validation call is a conversation between you and a current franchise owner of the brand you’re exploring.

“It’s your opportunity to speak directly with existing owners of that franchise model in order to hear the real experience of being an owner (both good and bad),” Mike said.

These aren’t surface-level chats. They’re candid, open-book conversations designed to help you determine whether the franchise’s promised vision aligns with the real experience of operating it.

And make no mistake – these calls are not optional. They’re one of the most powerful tools you have to protect your investment and validate the business model before signing anything.

When do validation calls happen?

Validation calls come into play later in the discovery process, after you’ve already:

Had an operations call with the franchisor
Reviewed the franchise disclosure document
Completed a unit economics call

You want to go into validation with context. You should already understand how the business works and how it’s supposed to perform. Validation is where you test that knowledge against the real-world experience of other owners.

“It’s called ‘validation’ because you’re validating what you have learned through the discovery process,” Mike said. “You shouldn’t be learning information like ‘How does marketing work?’ or ‘What product do we sell.’ Instead, you should be asking questions such as, ‘It seems like corporate does all your digital marketing for you and that generates 90% of your leads – is that true?’”

That’s when the real picture comes into focus.

Why are validation calls so important?

Franchisors are in the business of selling a system. You’ll hear about semi-passive ownership, best-in-class support and scalable operations. But what actually happens after franchisees sign the dotted line?

“This is the difference between the plan and reality,” Mike said. “Corporate’s plan might be to build a business where you can only work five hours a week with a manager in place – and this is your opportunity to see what owners actually work each week in the business.”

In other words, validation lets you answer the most important question: “Will this business work for me?”

Questions to ask on every validation call

The quality of your validation call comes down to the quality of your questions. Think of these conversations as both an interview and an investigation.

We asked Mike for his top must-ask question, and he said:

“Knowing what you know now, would you buy this business again, and why?”

That question alone can open up hours of valuable insight. But don’t stop there. Build a list of smart, focused questions based on your goals, skillset and concerns.

This is a key place in your process to ask financial questions. Franchisees are your only true source for financials of the business. Be sure to ask questions like:

How much did you do in revenue and net in your first year?

How long until you were cashflow positive?
How much do you pay your staff?
Do you take a salary from the business?
Do you think the royalties are worth the expense?

This is also the time to understand the lifestyle piece. Most franchise salespeople will say you can work part-time in the business, and it’ll succeed – but this is where you find out. Ask questions like:

How much time do you spend in the business per week? And what do you do during that time?
Do you have a manager? If so, how does that affect your answer to question one?
Do you work nights and weekends?
What happens if you need to go out of town for a week?
How has this business affected the rest of your life?

Pro tip: Ask the same key questions to three to five different owners.

“If the answers are the same, circle it, highlight it – that’s the answer. If the answers are all different, then keep digging,” Mike said.

Spotting red flags (and filtering out noise)

Not every franchisee is the same – and not every concern is a deal-breaker. Mike urges buyers to assess the source as much as the information.

“Every owner has a different background, market, goal and skillset. For example, if you have a strong sales background and the franchisee you’re talking to is a CPA, he might say ‘sales is the hardest part’ – but that might not be a struggle for you.”

Here’s how to separate signal from noise.

Red flags to watch for:

Lack of profitability or unclear financials

Multiple owners citing poor corporate support
High owner burnout
Consistent issues with lead generation or customer acquisition
Franchisees sounding unhappy, unmotivated or checked out

Context is everything. If one franchisee is struggling, dig deeper:

How much time are they putting into the business?

Are they following the recommended systems?
What’s their market like?

“If they’re spending only five hours a year in the business … I have an idea as to why it’s not working,” Mike said.

The key isn’t to disqualify a franchise over one bad experience – it’s to look for patterns and follow up with the franchisor for clarity.

Using validation to close the loop

The smartest buyers treat validation as a back-and-forth between the franchisee experience and the franchisor’s vision to understand the truth in the middle.

For example, Mike describes a situation where some franchisees complain about lead generation while others praise it. The difference?

Some used the franchisor’s recommended vendor. Others didn’t.

“Your job isn’t to come up with the answer but to ping pong between franchisee and the franchisor to find the answer,” Mike said.

That insight is invaluable – and it’s exactly why validation exists.

Feeling overwhelmed? You’re not alone

If this process feels intense, that’s because it is. Franchise buyers often face two major roadblocks:

Too many options, not enough clarity
Fear of making a costly, irreversible mistake

You're not just making a purchase – you're making a life decision. One that could impact your finances, your freedom and your future.

But here’s the good news ...

Franchise Sidekick is here to help

We built Franchise Sidekick to be the guide we wish every buyer had. We don’t just “help you pick a brand” – we walk with you through every step of the process, from discovery to decision.

Here’s how we’re different:

Simplicity, safety and expert guidance: We vet every brand against a rigorous checklist, guide you through the FDD and coach you on exactly what to ask during validation, so you can move forward with clarity and confidence.

Freedom and income on your terms: Whether you're looking for a hands-on business or a semi-passive investment, we help you find a franchise that aligns with your goals, lifestyle and income expectations.

No pressure. Just smart support: We’re advisors, not salespeople. Our only goal is helping you make the right decision for you – whether that’s buying a franchise or not.