The Seller’s Problem Usually Comes Before the Price

[Clement Oigoga Adams]

The Best Acquisition Conversations Don’t Start With Price

One thing I’m learning about acquisitions is that price is often not the first problem you need to solve.

Before discussing numbers, a great acquisition professional tries to understand what is actually happening in the seller’s world.

Why are they selling?

What is their timeline?

What happens if they don’t sell?

What outcome are they hoping for?

Sometimes the seller doesn’t simply want the highest possible price. They may value certainty, speed, convenience, avoiding repairs, getting out of a difficult property, or simply having someone who understands their situation.

That’s where active listening becomes so important.

Instead of immediately thinking, “How do I get this property at the lowest price?”, the better question may be:

“What problem is this seller trying to solve?”

That shift can completely change the conversation.

It also doesn’t mean manipulating someone’s situation to create a better deal. It means listening carefully, asking good questions, showing empathy, and determining whether you can genuinely provide a solution that works for both sides.

Trust is built when sellers feel heard rather than pressured.

And sometimes understanding the problem can lead to a better outcome for everyone—even if the final price isn't the number you initially expected.

For the experienced investors and acquisition professionals here:

Have you ever uncovered something about a seller’s situation that completely changed the direction or outcome of a negotiation?