1. What exactly does Wingman Group do?
Wingman Group helps franchisors make better marketing supplier decisions by identifying, evaluating, and managing relationships with the right partners. We remove the guesswork using deep industry expertise, data-driven insights, and proprietary psychographic assessments of both your internal team and the supplier’s account team to ensure long-term compatibility.
2. Why do I need Wingman Group?
Choosing the wrong supplier can be costly, disruptive, and time-consuming to fix. 40% of franchisors change marketing suppliers yearly, highlighting widespread dissatisfaction. Wingman ensures you select the right partner from the start, reducing risk, saving time, and maximizing results.
3. How is Wingman different from a typical marketing consultant?
Most online portals and traditional matchmaker firms either push their preferred vendors or act as middlemen. We’re agnostic advisors—we don’t take commissions or kickbacks. We don’t disappear after the selection is made. We serve as relationship counselors and help franchisors make sense of reporting and supplier performance
4. How do you evaluate suppliers?
We use a multi-layered approach, including:
- Marketing Disclosure Document – our proprietary evaluation of 18 key areas
- Performance data – past results, industry benchmark
- Psychographic assessments – compatibility testing for long-term success
- Financial stability – to avoid supplier failures
- Franchise experience – ensuring suppliers understand multi-unit systems
5. Do you only work with marketing suppliers?
Yes, but across a broad range of marketing disciplines, including:
- AI Marketing Agencies
- Branding Agencies
- Cause Marketing Agencies
- Content Marketing Agencies
- Data Analytics & Martech Firms
- Digital & Direct Marketing Agencies
- Commerce & Retail Marketing
- Franchise Development Marketing
- Influencer & Social Media Marketing
- Market Research Firms
- Multi-Location & Performance Marketing
- PR & Reputation Management Firms
- EO & Video Marketing Agencies
- Outsourced CMO & Strategy Firms
6. Can’t we just use referrals from other franchisors?
Referrals are useful, but they don’t guarantee the supplier is right for your brand. What works for one franchisor may fail for another. Wingman removes the guesswork by using a structured, data-backed approach
7. How much does it cost to work with Wingman?
We offer flat-rate pricing with no hidden fees or commissions.
- Supplier evaluations – Assessing existing suppliers
- New supplier searches – A full evaluation and selection process
- Ongoing relationship coaching – Ensuring long-term success
8. How long does the process take?
- Supplier evaluations – typically a few weeks
- New supplier searches – based on scope and complexity
- Ongoing advisory – long-term partnership
9. What if we already have suppliers? Can you still help?
Yes! We evaluate current supplier relationships to ensure they deliver the best value and fit. We also optimize contracts and resolve performance issues.
10. Do you help with contract negotiations?
Absolutely. We negotiate on your behalf to secure better terms, pricing, and performance guarantees. Our industry experience gives us leverage to get you the best deal.
11. What happens if a supplier isn’t performing
We offer ongoing supplier management to hold vendors accountable. If a supplier underperforms, we help resolve issues or transition to a better fit.
12. Do you specialize in emerging or established franchise brands?
Both. We help:
- Emerging brands – Build a strong supplier foundation
- Established brands – Improve or replace underperforming partners
13. How do you ensure suppliers work well with our team?
Beyond performance, we assess cultural fit and working style to prevent personality clashes and communication breakdowns, which are key to long-term success.
14. Do you have experience with multi-unit franchise marketing?
Yes! We specialize in suppliers who understand the complexities of national and local marketing, helping brands scale effectively
15. Can you help us if we’re unhappy with a supplier but locked into a contract?
Yes. We analyze your contract, explore exit strategies, and—if staying is the best move—help you fix the relationship for better results.
16. How do you find new and innovative suppliers?
We constantly track the market for:
- Cutting-edge supplier
- New technologies
- Emerging trend
17. Do you only work with U.S.-based franchisors?
While most of our clients are in the U.S., we also assist international franchises looking to expand or improve supplier relationships.
18. What industries do you specialize in?
We have deep experience in:
- Food service
- Home services
- Fitness
- Retail
- B2B franchises
19. How do we get started?
We schedule an initial consultation to discuss the parameters of a potential working relationship:
- Assess your current supplier relationship
- Conduct a full supplier search on your behalf
20. What’s the ROI of working with Wingman Group?
Partnering with Wingman Group provides a measurable return on investment by optimizing both time and resources:
- More Focus & Reduced Opportunity Cost – Instead of assigning an internal team
member—who is likely already stretched thin and paid at a high rate—to lead a complex
supplier search, Wingman ensures the process is handled efficiently and strategically.
This allows your team to stay focused on franchise growth and operations. - Longer, More Productive Supplier Relationships – Our structured vetting process,
psychographic assessments, and ongoing advisory help foster stronger partnerships,
reducing supplier turnover and eliminating the disruption of frequent vendor changes. - Higher-Performing Marketing Programs – The right supplier drives better lead
generation, brand awareness, and franchise sales, leading to higher returns on
marketing investment. - Better Contract Terms & Cost Savings – Our experience and leverage in negotiations
ensure you get the best terms and pricing, avoiding wasted spend on underperforming
agencies
The bottom line? Working with Wingman minimizes risk, reduces frustration, and drives better marketing results—faster.
Everyone needs a Wingman, right? Let’s get the ball rolling.