What to say when you reach out

The short version

• Your first message decides whether you get a reply. Keep it short and specific.
• Say who you are, what you are looking for, how you will pay and what you are asking for next.
• To a broker, lead with readiness. To an owner, lead with respect and interest in their business.
• One message, one ask. Do not attach your life story.
• Follow up once or twice, politely, then move on.

To a broker, about a listing

The broker wants to know you are a real, prepared buyer. Here is an example, with notes on why each part is there.

"Hi [Name], I am interested in the [industry] business in [area], listing [number]."

Name the listing, so they know exactly what you are asking about.

"I am looking for a [type of business] in [region] earning [SDE range], and I plan to run it full time."

Your buy box in one sentence. It shows this listing fits what you are looking for.

"I am pre-qualified with [lender] for an SBA loan, and I can share the letter and proof of funds."

How you will pay. This is what most brokers screen on first.

"I am happy to sign your confidentiality agreement. Could you send it, along with the information package?"

One clear ask.

"[Your name, phone number]"

To an owner, directly

The owner wants to know who you are and why you are contacting them. Here is an example.

"Dear [Name], I am writing because I am looking to buy and run a [type of business] in [region], and [business name] is the kind of company I admire."

Why them, specifically.

"I have [short background]. I am not a large company or an investment fund. I plan to own it, run it and keep the team and customers it has built."

Who you are, and what kind of owner you would be. Only say this if it is true.

"If you have ever thought about what comes next for the business, I would welcome a confidential conversation, on your schedule. If not, I understand completely."

A conversation, not a sale. And an easy way to say no.

"[Your name, phone number, email]"

What to leave out

• A long biography.
• Your full financial details.
• A price or valuation, before you have seen any numbers.
• Pressure or deadlines.

Following up

Wait about a week, then send one short note referring to your first message. If there is still no reply, wait a few weeks and try once more. Then move on. A broker or owner who wants to talk will reply.