Nail Your First Seller Meeting

Hey oh, Happy Holiday weekend. The weekly biz-buying newsletter that cracks off like a perfectly-timed firework filling you inbox with the razzledazzle and pop you were looking for.

This week’s firecracker:

1. Nail Your First Seller Meeting: 3 Science-Backed Tactics to Build Trust Fast

Nail Your First Seller Meeting: 3 Science-Backed Tactics to Build Trust Fast

The Promise: Walk into your next seller meeting with a strategy that builds trust, uncovers hidden motivations, and positions you as the buyer—before you talk numbers.

Why Most Buyers Lose Before They Begin

Buyers show up with pitch decks and financials. Sellers shut down.

Here’s why: It’s not just a deal. It’s their life’s work. And they’re not evaluating you like an investor—they’re asking, “Can I trust this person with my legacy?”

Want to win? Focus less on impressing, more on connecting.

Tactic 1: Use the 70/30 Listening Formula

The Science: People who feel heard are 5x more likely to trust you. Yet most buyers dominate the first meeting.

Flip the script:

Spend 70% listening, 30% talking

Ask open-ended, story-inviting questions like:

“How did you get started?”

“What are you proudest of building?”

After their answers, pause. Then say: “That’s fascinating—tell me more about [specific detail].”

📌 Pro Tip: Time yourself during everyday calls. You’ll be surprised how much you talk.

Tactic 2: Ask “Why Now?” Instead of “Why Sell?”

Why it works: “Why sell?” feels interrogative. “Why now?” invites honesty.

Dig deeper with:

“What’s driving that timing?”

“What if you waited a year?”

“How does your family feel about the transition?”

💡 Hidden motivations you might uncover:

Wanting to preserve legacy

Burnout or stress

Family nudging them to exit

Quiet fears about the market

The buyers who uncover these—and speak to them—win. Even at a lower price.

Tactic 3: Build Trust in Layers

Trust doesn’t happen in one meeting—it stacks.

The 4-step Trust Ladder:

1. Signal competence: Show up informed. Reference specific business details.

2. Show values alignment: Ask about employees, customers, and community—not just profit.

3. Create small commitments: “Can I send you a quick summary Tuesday?”

4. Follow through. Brief, thoughtful, on-time. Every action is a trust deposit.

Email follow-up example:

The Bottom Line

Deals aren’t won with spreadsheets—they’re won with psychology.

✅ Listen deeply

✅ Uncover motivations

✅ Build trust with follow-through

In a world where PE firms compete with capital, you win with connection.