Would You Close Faster If You Could See What the Buyer Sees?

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Hey, it’s David

Welcome back to M&A from the Plane with quick stories and insights drawn from the many miles I log in the air talking to business owners, founders, and dealmakers.

The View From 14A

I'm settling into my aisle seat when the guy in 15A starts complaining to his colleague:

"This airline never has enough overhead space. Look at this mess."

From where I'm sitting, I can see what he can't. An empty bin directly above his row and two others around that one. The row behind has just one person sitting there and the flight attendant walking toward him with multiple solutions.

Same plane, same flight, completely different reality depending on where you sit.

Every deal looks different depending on which chair you're in.

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What Buyers Actually Worry About

Here's what I see in every deal: sellers prepare from their own perspective and wonder why buyers seem hesitant.

You're thinking about your growth story, your competitive advantages, your future potential. They're thinking about integration costs, cultural fit, and whether your numbers will hold up under their ownership structure.

You see opportunity. They see risk management.

The companies that close faster aren't the ones with the best stories. They're the ones who address what's actually keeping the buyer up at night.

The Daily Reality Check

Before any important conversation with a potential buyer, smart operators do what I call a "chair swap." They spend 10 minutes writing one page from the buyer's perspective:

What's their real goal here? Not the obvious one, but what they actually need to accomplish this quarter.

What are they worried will go wrong? Integration headaches, key employee departures, customer churn during transition.

What proof do they need to feel confident? References from similar deals, retention data, operational metrics that matter to their model.

The best part? You probably already have most of this information. It's sitting in your email conversations, previous meetings, and the questions they've been asking.

What Changes… When You Do This

Meetings run smoother because you're addressing their actual concerns instead of just presenting your strengths. Objections get handled before they become roadblocks. Next steps get agreed to on the call instead of dragged out over weeks.

One manufacturing company I know started doing this before every buyer meeting. They went from 8-month sale cycles to closing in 4 months, consistently.

Same company, same story, just told from the buyer's chair.

Final Thoughts

The deal isn't about convincing someone your business is great. It's about showing them how it solves their specific problem.

Stop preparing from your seat. Walk around to theirs. Look at your business through their eyes, address their real concerns, and watch how much faster things move.

The view is completely different from 15A.

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Thank you!

David