When I first entered the ETA space, I assumed that sellers were purely driven by numbers. Offer them the highest price and the cleanest terms, and they’d pick you. But the more calls I had, the more I realized something else was at play.
Most sellers aren’t just selling a company—they’re handing over something they built, nurtured, and led for decades. It’s personal. And when it’s personal, trust matters just as much as price.
I remember talking to a seller of a service business who had two offers on the table—one from a fund and one from an individual buyer. The fund was offering more. But he chose the individual buyer. Why? “She reminded me of myself,” he said. “She listened. She asked about my team. I just felt like she’d take care of what I built.”
That moment stuck with me. Because it reminded me that this isn’t just a financial transaction—it’s a human handoff.
So when you’re preparing to speak with a seller, don’t just come with a number. Come with a story:
- Who are you?
- Why do you want this kind of business?
- How do you plan to treat the team?
- What’s your long-term vision?
And equally important—ask about them. Their journey, their challenges, what they’re most proud of. That builds connection. That builds trust.
In ETA, the deal often goes to the buyer who makes the seller feel seen. You don’t have to be the highest bidder. You just have to be the one who cares.
