My #1 Lesson from 150+ ETA Conversations This Year

One pattern has shown up again and again: Most searchers underestimate how much education sellers need. Here’s what I’ve found works when approaching owner-operators: ***Start with relationship, not valuation. You often need 2–3 calls before “price” can be a real conversation. ***Sellers need to feel their legacy is safe. Family, staff, brand identity—these matter more than multiples. ***Explain SBA structure early. 80–85% financing + 10% seller note + 5–10% equity still confuses many owners. ***Have a simple one-page “Who I Am + Why ETA” ready. It builds credibility instantly. ***Slow down during first contact. The best deals I’ve seen take 45–90 days of rapport-building. Curious—what’s been your biggest surprise when talking with owners?