Initial Contact in Business Acquisition: How to Properly Approach Business Owners and M&A Advisors

There Is No Second Chance for a First Impression

The initial contact often determines whether a business acquisition will take place at all. For sellers and advisors, the first message acts as a filter. Within seconds, the following questions are answered:

Is this a serious buyer?
Does this person understand succession processes?
Is the transaction realistic or a waste of time?

A well-crafted initial approach reduces transaction risks, increases response rates, and builds trust early on.

The Most Common Mistakes in Initial Messages

Many prospective buyers repeatedly make the same errors:

lengthy resumes instead of a clear purchase intention
emotional motivation instead of strategic fit
no statements regarding financial feasibility
overly aggressive calls to action (“Pitch,” “Book a meeting,” “Discuss the deal”)

Professional sellers and advisors typically do not respond to such messages.

The 5 Building Blocks of a Professional Initial Approach

Whether addressing an entrepreneur or an M&A advisor, a successful initial message always follows the same logic:

Targeted Introduction
Why exactly this company or this mandate?
Strategic Fit
Brief and factual: Why do the buyer and target company align?
Buyer Profile on Equal Terms
Entrepreneurial, not biographical.
Financial Feasibility
Clarity without excessive detail.
Low-Threshold Next Step
Confidential, non-binding, exploratory.

This structure signals professionalism and process understanding.

Example 1 – Direct Approach to the Business Owner

When appropriate:

no ongoing sales mandate known
owner-managed companies
early, discreet contact

Purpose of the message:
Build trust and create openness for a conversation.

Dear Mr./Ms. [Name],

During my research on established companies in the [industry/niche] sector, I came across your company. The clear positioning, the developed product portfolio, and the evident brand loyalty indicate a sustainably managed business.

As an entrepreneurial buyer, I am looking for a mid-sized succession solution where continuity, further development, and preservation of the existing corporate culture are paramount. From both a professional and strategic perspective, your company fits these criteria very well.

A bit about me: I am operationally active as an entrepreneur and bring both industry experience and expertise in supporting business succession processes. This gives me insight into the seller’s perspective, and I place great value on a structured, discreet, and fair process.

The financing of an acquisition can be presented on a solid basis; appropriate equity is available. My interest is long-term oriented, not focused on short-term optimization.

I would be pleased to explore in a non-binding and confidential conversation whether there is a fundamental interest in exchanging ideas about possible succession scenarios.

I look forward to your response.

Best regards,
[First Name Last Name]

Example 2 – Approach to Sell-Side M&A Advisors

When appropriate:

structured sales processes
professional filtering logic
multiple competing buyers

Purpose of the message:
Be perceived as a qualified, decision-capable buyer—not just an “interested party.”

Dear Sir or Madam,

I am reaching out as an entrepreneurial buyer focused on mid-sized companies in the [industry/niche] sector.

I am specifically seeking a succession situation where an operationally involved buyer with a long-term development horizon is required. Particularly relevant to me are established business models with a clear market position, stable customer relationships, and willingness on the shareholder side to transfer ownership.

About my profile: I am entrepreneurially active, bring relevant industry knowledge, and have experience in structuring and supporting succession processes. Accordingly, I am familiar with professional transaction workflows, information requirements, and decision-making logic on the advisor side.

Financing is fundamentally secured; equity is available, and structured debt financing can be arranged. Decision-making paths are short, and confidentiality is guaranteed.

I would be happy to present my buyer profile in more detail and explore whether it fits current or foreseeable mandates.

I look forward to our exchange.

Best regards,
[First Name Last Name]

Important Note on Customization

These examples are not copy-and-paste templates.
Every initial approach must be adapted at least with regard to:

Industry
Company size
Transaction phase
Role of the recipient

Standardized mass messages are immediately recognized on the sell side.