When most agency owners start talking to buyers, they treat it like an interview — with them in the hot seat. But as a buyer, I enjoy it when sellers grill me. It shows (a) they are a serious seller and (b) they are an educated seller.
Because selling your agency isn’t just a financial decision — it’s a partnership. And I want both parties to enter that partnership with eyes wide open and 110% confidence that it’s the right decision.
So come at me bro. I’m ready and waiting
#️⃣ “Do you have committed capital or do you have to raise the money?”
Over the last 6 months, I’ve had three sellers come back to me after they signed an LOI with someone else because the buyer didn’t have the necessary funds. With so many search funds and independent sponsors out there, it’s worth understanding how likelihood the buyer is going to be able to close on the transaction.
#️⃣ “What’s your vision for my agency after the acquisition?”
Do they plan to integrate you fully into their brand? Keep you independent? Merge operations over time?Their answer reveals a lot about whether they see you as a strategic partner or just a transaction. If they can’t articulate a clear vision — or it doesn’t align with yours — that’s a red flag.
#️⃣ “How do you treat founders and teams post-acquisition?”
Ask about their track record. Have they done other acquisitions before? How did those founders feel afterward? You can even ask to speak with previous sellers — a good buyer will encourage it. If they hesitate, that tells you something too.
#️⃣ “What does success look like for you in 3 years?”
This question helps you understand their long-term goals. Are they aiming to grow and hold? Or grow and flip to another buyer? Neither is wrong — but you should know what you’re signing up for. If your earnout or equity rollover depends on their next move, alignment here is critical.
#️⃣ “What are your expectations of me after closing?”
Are you staying on for 6 months? 2 years? Leading integration? Helping with strategy? Clarity here prevents resentment later. You don’t want to discover mid-transition that you’re suddenly an “employee” of your own company.
#️⃣ “How will decisions be made after the deal?”
This one is often overlooked — and it’s huge. If you’re used to autonomy and quick decision-making, but your new partner operates through committees and slow approvals, frustration will set in fast. Ask how they make decisions today. If it doesn’t fit your rhythm, that friction won’t disappear after the ink dries.
Ask the questions. Good buyers will welcome them.
Contact us if you’re and agency owner and have considered selling or joining something bigger.