When most agency owners start talking to buyers, they treat it like an interview \u2014 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\u2019t just a financial decision \u2014 it\u2019s a partnership. And I want both parties to enter that partnership with eyes wide open and 110% confidence that it\u2019s the right decision.
So come at me bro. I\u2019m ready and waiting
#\ufe0f\u20e3 \u201cDo you have committed capital or do you have to raise the money?\u201d
Over the last 6 months, I\u2019ve had three sellers come back to me after they signed an LOI with someone else because the buyer didn\u2019t have the necessary funds. With so many search funds and independent sponsors out there, it\u2019s worth understanding how likelihood the buyer is going to be able to close on the transaction.
#\ufe0f\u20e3 \u201cWhat\u2019s your vision for my agency after the acquisition?\u201d
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\u2019t articulate a clear vision \u2014 or it doesn\u2019t align with yours \u2014 that\u2019s a red flag.
#\ufe0f\u20e3 \u201cHow do you treat founders and teams post-acquisition?\u201d
Ask about their track record. Have they done other acquisitions before? How did those founders feel afterward?\u00a0You can even ask to speak with previous sellers \u2014 a good buyer will encourage it. If they hesitate, that tells you something too.
#\ufe0f\u20e3 \u201cWhat does success look like for you in 3 years?\u201d
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 \u2014 but you should know what you\u2019re signing up for. If your earnout or equity rollover depends on their next move, alignment here is critical.
#\ufe0f\u20e3 \u201cWhat are your expectations of me after closing?\u201d
Are you staying on for 6 months? 2 years? Leading integration? Helping with strategy? Clarity here prevents resentment later.\u00a0You don\u2019t want to discover mid-transition that you\u2019re suddenly an \u201cemployee\u201d of your own company.
#\ufe0f\u20e3 \u201cHow will decisions be made after the deal?\u201d
This one is often overlooked \u2014 and it\u2019s huge.\u00a0If you\u2019re 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\u2019t fit your rhythm, that friction won\u2019t disappear after the ink dries.
Ask the questions. Good buyers will welcome them.<\/p>\n\n\n\n