Script for seller calls?

July 08, 2025

by a searcher from Northwestern University in Chicago, IL, USA

I am starting my direct mail campaign now, and I am a bit uncertain about what I should say when a seller reaches out. I have little sales experience. I know buying a business is about relationship building, so I don't want to ask too many technical questions too early. Should I try to make small talk and work in qualifying questions? Should I lead with a few qualifying questions and then just get them talking about their business? My current plan is to spend 30 seconds or so telling them about work I've done that prepares me to run their business, then to ask them to tell me about their company and what they like about it. Does that sound like a good plan? What have y'all done and what worked?

Reply by a searcher
from Northwestern University in Dallas, TX, USA

Here is my first call (30min) playbook: - **Tell me about your journey and what led you to create {Company Name}?** - - **What was the problem you were solving, and for whom?** - - **How has the business grown since you first started?** - - **How are you thinking about the future of {Company Name}? What are some of your priorities/pressing concerns?** - - **Do you have any questions for me?** For me, the first call is about building rapport and getting enough info to rule it out (3/4 often give an opening to ask about size if they haven't already offered it).

Reply by a professional
in Lucknow, Uttar Pradesh, India

You’re on the right track. Here’s the simple version I used when I was green: “Hey, appreciate you getting back to me. Honestly, I’m not here to play ‘Shark Tank’. Just trying to find a good biz to grow long-term. Mind walking me through how the business works in your words?” Then I’d shut up. Let them ramble. That’s where all the gold is. Stories. Pain points. Pride. Hidden leverage. You can ask a few soft qualifiers like: “How involved are you day to day?” “What’s something you wish a buyer would get about this business?” But don’t oversteer too early. You’re not trying to buy a spreadsheet. You’re trying to buy trust. And yeah, relationship > report card at this stage. Save the diligence dance for later.

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