Good examples of outreach email/letters to potential sellers?

December 13, 2020

by a searcher in Cleveland, OH, USA

Does anyone know of good examples of outreach letters/emails to send to business owners? Are there any best practices for campaigns like this I should keep in mind? Doing a self-funded search for a business in the Midwest with <800k EBITDA. Want to make sure I'm going about it in the best way and not omitting an important piece of info. Thanks in advance!

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Reply by a searcher
from Harvard University in Palos Verdes Estates, CA 90274, USA

Be sure it is a "campaign" - probably 4+ emails with a few business days spacing. More than half my replies have come from my follow-up emails. Respectful but somewhat shorter follow-up emails matter, and have a polite "call to action" somewhere in there...

Reply by a searcher
from Babson College in Boston, MA, USA

Keep it short. 1 paragraph. Your first problem is to get emails to owners, then to get owners to open the email. Do A/B testing of subject lines. Practice in industries you’re less focused on (practice fields). After you had found the subject lines that work, refine a short email. Make sure the entire message is visible on a smart phone without any scrolling. 4-6 short sentences. Try different messages in “practice fields”. Measure success on click thru to your website. Use tracking codes. Focus on legacy. Explain why you’re different than the other strat/financial buyers. Send a lot of emails. It’s a numbers game. Sellers are either interested in selling or not. Be a sifter, not an alchemist. Once again, get started now in industries you are less concerned about rejection in. Learn to play the game and then quickly focus where you want to acquire.

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