There’s a moment in ETA that doesn’t get talked about much, but it’s one of the most nerve-wracking: the first real call with a seller.
I remember mine clearly. I had done the research, prepped questions, and even rehearsed some of what I wanted to say. But when the call started, I felt awkward. Not unprepared exactly—just unsure of what tone to take, how much to push, or what I was really there to “get.”
What I learned quickly is that seller calls aren’t about proving how smart you are or how fast you can spot risk. They’re about connection. This is someone who’s built something from nothing. You’re stepping into a conversation about their life’s work.
Here’s what I wish someone had told me going in:
1. You’re Building Trust, Not Extracting Info
Yes, it’s a diligence conversation. But it’s also a first impression. Sellers aren’t judging your financial model—they’re sizing up whether they’d hand you the keys.
2. Don’t Just Ask Questions—Offer Context
Instead of a rapid-fire list, explain why you’re asking what you’re asking. If you’re curious about customer concentration, say: “I’ve been learning how important revenue diversity is in these businesses—do you mind sharing how your top few clients contribute to revenue?”
3. Show You’ve Done Your Homework
Mention something specific from the listing or your research. Sellers appreciate buyers who show up prepared—and it moves the conversation past the basics.
4. Be Human
If something in their story resonates, say so. If you’re impressed, let them know. Sellers aren’t machines. They’re people looking for someone who cares enough to carry the torch.
5. Take Notes, But Stay Present
Jot down takeaways, but don’t let note-taking keep you from listening. Sellers can tell when you’re just running through a checklist.
Looking back, I realized how helpful it would’ve been to have a clearer picture of what I brought to the table going in—not just in my mind, but in something I could share. A short bio. A few bullet points on my background, goals, and style.
That’s part of why I built ETA Match. Having a thoughtful buyer profile changes the conversation. It gives sellers something to anchor to—and it lets you spend less time explaining who you are, and more time building a real connection.
If you’ve got your first seller call coming up, don’t sweat it. Be curious, be real, and remember: they’re evaluating you just as much as you’re evaluating them.
And that’s a good thing.
