The consultant
A franchise consultant advises you and gets paid by you, usually hourly or by project. They build things — FDD business terms, manuals, growth plans. They rarely sell things, and when the engagement ends, execution is your problem again.
The broker
A franchise broker helps prospective buyers explore brands from a portfolio of participating franchisors, and is typically compensated by the franchisor when a deal closes — often with a significant share of the franchise fee. Note who the process serves: the same candidate is frequently shown several competing systems, and the broker's incentive is a close somewhere in the portfolio, not necessarily with you.
The FSO
A franchise sales organization runs your sales function as an outsourced team: pipeline, qualification, disclosure, discovery days, closing support. Franchise sellers generally represent the franchisor — and the award decision stays with you, legally and practically. The variables that matter between FSOs: who does the work, how they're paid, whether they resell leads, and whether anyone sticks around after signing.
The question that cuts through the labels
Who is paid, by whom, to do what — and what happens to them if a wrong-fit candidate walks away? Ask it of every firm you evaluate, whatever they call themselves. The answer tells you whose interests the process is built around.