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Use this on your first seller call. Pick 1 opener, 1–2 discovery questions, 1 risk question, and end with a clear next step. Keep it friendly. Listen more than you speak.

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Why this matters

Good questions build trust fast. They help you learn the truth, avoid surprises, and decide if you should keep going. A clear next step keeps momentum.

How to use this (simple)

• Start with 1 opener to set the tone
• Ask 1–2 discovery questions about profit, customers, or pricing
• Ask 1 risk question to check stability
• Close with the next step (NDA + small doc pack)

Trust openers

• What prompted you to take this call now?
  • Follow‑up: If things go well in the next 6–12 months, what would that look like for you?
  • Listen for: timing, personal goals, urgency
• How did you get into this business?
  • Follow‑up: What are you most proud of building?
  • Listen for: founder story, care for customers/staff

Business model snapshot

• Where does most of your profit come from today?
  • Follow‑up: Has that changed in the last 2–3 years?
  • Listen for: margin drivers, mix shifts, trends
• Which products or services are growing fastest?
  • Follow‑up: What do you think drives that growth?
  • Listen for: demand drivers, repeatability

Stability and risk

• If revenue fell 10–15%, where would it likely come from?
  • Follow‑up: What levers have worked to recover in the past?
  • Listen for: resilience, pricing power, churn causes
• What would you say is the single biggest risk in the business today?
  • Follow‑up: What are you doing about it?
  • Listen for: realism, mitigation

Team and owner dependence

• What critical activities only you can do today?
  • Follow‑up: Who would do them after a transition?
  • Listen for: key‑person risk, handover feasibility