The problem with first calls
An owner who is "open to hearing an offer" could mean many things. They might be curious about their valuation, they might be testing the market, or they might have a firm reason to sell in the next year. A broker walking into the call cannot tell which without asking, and the first fifteen minutes disappear on discovery.
What to check before the broker joins
- Match to the buy box: industry, revenue or earnings range, and location. This is the easy filter and it removes most of the noise.
- Ownership and authority: are they the owner, and are there partners who must agree?
- Reason: why now? Retirement, burnout, a health event or a growth ceiling are all different conversations.
- Timeline: do they have a window in mind, even a rough one?
- Expectations: a realistic view of what the business is worth, and what they want to happen after a sale.
Why one call is rarely enough
Owners rarely give their real reasons in the first minutes. Trust builds over a conversation or two. A process that allows a short follow-up, rather than forcing a yes or no in one call, tends to surface the owners who are serious and the ones who are only curious.
Give the broker a brief
Everything learned during vetting should travel with the seller. A one-page brief covering the business, the owner's reason for selling, their timeline and any sensitivities lets the broker open the conversation at the second step instead of the first.
What not to do
- Do not push an owner to commit before they are ready. A rushed meeting is a lost seller.
- Do not hide who is behind the outreach. Be clear and respectful about why you are reaching out.
- Do not count curiosity as intent. Write down the difference.
How we run it
For broker and M&A clients, we find owners who match the buy box and vet them over up to three calls before booking those who are committed. You can read more on our M&A firms page, and see how to define a good meeting in this guide.