When an agency goes up for sale, sellers don’t just look for the biggest check – they look for the right buyer.
The one who will protect their team, clients, and legacy.

That means if you’re strategic, prepared, and credible, you can win deals even without being the highest offer on the table.

In this post, we’ll break down how to position yourself as the buyer sellers trust, how to communicate credibility, and what makes experienced sellers choose you over private equity or corporate money.

1. Understand What Sellers Actually Value

Price matters, but it’s rarely the only thing.
When founders decide to sell their agency, they’re often driven by more than just economics.

Here’s what most sellers are really optimizing for:

• Continuity: They want to know their clients and team will be taken care of.
  
• Speed and certainty: Sellers fear deals that drag on or fall apart. Confidence and clarity win.
  
• Legacy: They care about the reputation and values of who’s taking over.
  
• Personal role: Many want clarity on what happens to them after the sale – stay, transition, or exit.
  

Pro Tip:
During early conversations, listen for these signals. If you can articulate how you’ll protect what matters most to them, your bid becomes emotionally and strategically stronger than someone offering slightly more cash.

2. Build Credibility Before You Bid

In the world of small- to mid-size M&A, reputation and readiness beat big promises.
Before you submit any offer, you need to look like a buyer who can close.

Here’s how to do it:

• Have your capital lined up. Whether it’s an SBA loan, investor partner, or personal funds, demonstrate that financing isn’t a question mark.
  
• Show your deal process. Walk the seller through what happens after the LOI: diligence, structure, close, and integration.
  
• Share examples of your team. Introduce your CFO, advisors, or operator early to prove you have the infrastructure to execute.
  

Watch-Out:
Nothing kills credibility faster than enthusiasm without readiness. A seller will sniff out uncertainty within minutes.

3. Lead with Strategic Fit, Not Just Price

When you can clearly show why their agency belongs under your umbrella, you turn the conversation from a transaction into a partnership.

For example:

• You complement their capabilities (e.g., they’re creative, you’re performance-driven).
  
• You serve the same audience but in different markets.
  
• You already have operational systems that could scale their services faster.
  

Pro Tip:
Use a simple “Why You” slide or one-pager. Include:

• Shared client types or service overlaps
  
• The growth vision post-acquisition
  
• Your plan for continuity of culture and team
  

The more vividly you paint the post-sale picture, the more you’ll stand out from spreadsheet-only buyers.

4. Be Easy to Work With

Experienced sellers don’t want to deal with buyers who create drama.
They’ve spent years building their business, the last thing they want is a deal full of ego or indecision.

You can stand out by:

• Being responsive and organized: answer questions quickly and clearly.
  
• Keeping communication professional but human.
  
• Avoiding emotional negotiation tactics. Stay calm and solution-oriented when challenges arise.
  

Pro Tip:
Deals go to buyers who make the process feel simple. Confidence and clarity create trust. Trust closes deals.

5. Offer Certainty and Speed

Sometimes, the best offer isn’t the highest – it’s the surest.
A buyer who can close fast, without drama, and with pre-agreed terms will often beat someone offering 5–10% more but dragging out diligence.

Here’s how to signal certainty:

• Commit to a clear due diligence timeline.
  
• Provide references or past deal examples (even smaller ones).
  
• Reduce contingencies, only include what’s essential.
  
• Send a clean, concise LOI with clearly defined next steps.
  

Watch-Out:
Overly complex LOIs and endless term changes signal uncertainty. Simplicity shows confidence.

6. Use Empathy as a Deal Strategy

This might sound soft, but empathy is a negotiation edge.
Remember: most sellers are emotionally attached to their business. This isn’t just an asset sale, it’s their identity, their relationships, and their life’s work.

Ask questions like:

• “What’s most important to you after the sale?”
  
• “How do you want your team to be taken care of?”
  
• “What would make this transition feel successful to you personally?”
  

Then mirror those priorities in your offer and integration plan.
That’s how you turn a buyer into the right buyer.

Final Thought

Winning a business acquisition isn’t simply a matter of flashing the biggest chequebook. While financial capacity is undeniably important, the most successful buyers understand that sellers are often looking for much more than just a premium price. Ultimately, winning deals is about establishing yourself as the most trusted, the most prepared, and the most aligned successor.

Sellers have invested years, often decades, of their life, energy, and reputation into building their business. When they decide to sell, their emotional investment is significant.

When you can consistently demonstrate trust, preparation, and alignment you don’t have to be the highest bid to be the winning one. Sellers will often accept a lower offer to ensure the right custodian takes over their business.

‍