Finding sellers
Referral Partner Scripts for Business Brokers: Emails, Meeting Agendas and Follow-Ups
Ready-to-adapt emails, call notes and agendas for building a referral network with accountants, attorneys, wealth managers, lenders, coaches and other brokers.
How to use these scripts
These scripts go with our guide, Your Best Listings Come From 20 People. Replace everything in [brackets], keep them short, and make them sound like you. The goal of every first message is a conversation, not a referral. Track who you contact and what they produce with the free Referral Partner Scorecard.
First outreach emails, by partner type
Each first email does three things: it says why you are writing to this person specifically, offers something useful to their clients, and asks for a short meeting. None of them ask for referrals. That comes later, once they trust you.
To an accountant or CPA
Subject: Helping your business-owner clients plan an exit
Hi [Name],
I'm a business broker in [city], and I work with owners of [industry or size] businesses when they're ready to sell. Many of them come to me after their accountant has been helping them think about it for a year or two.
If any of your clients are curious about what their business might be worth, I'm happy to give them a rough sense of value at no cost, and I always send them back to you for the tax planning.
Would you have 30 minutes for coffee in the next couple of weeks? I'd like to hear how you handle these conversations with your clients.
[Your name]
To a business or estate attorney
Subject: When a buy-sell agreement gets triggered
Hi [Name],
I'm a business broker in [city]. I often meet owners at the moment a partnership agreement or estate plan turns into a real decision, and nobody knows what the business is worth.
I'd like to understand how you handle those situations, and share what I see on the sale side, so that when one of your clients needs a valuation or a sale, the handoff is smooth for everyone.
Could we grab coffee or a short call next week?
[Your name]
To a wealth manager or financial planner
Subject: Clients whose retirement depends on selling their business
Hi [Name],
For many business owners, the business is most of their net worth, and their retirement plan assumes it will sell for a certain number. I'm a business broker in [city], and I help owners find out whether that number is realistic, and how to close the gap if it isn't.
If it would help your planning, I'm glad to give a rough sense of value for any client with a business, and to keep you informed if they decide to sell.
Are you open to a 30-minute coffee?
[Your name]
To a banker or SBA lender
Subject: Qualified buyers and well-documented deals
Hi [Name],
I'm a business broker in [city]. I work with buyers looking for acquisition financing, and I prepare financial packages on the businesses I list.
I'd like to learn what makes a deal easy for you to finance, so I can send you buyers and deals that fit. I'd also welcome a call whenever one of your borrowers starts talking about selling.
Would you have time for coffee in the next few weeks?
[Your name]
To a business coach or exit planner
Subject: Working together when your clients are ready
Hi [Name],
I'm a business broker in [city]. Owners who have worked with an exit planner are some of the best-prepared sellers I meet, and I want to make sure I respect the work you've done with them.
I'd like to hear how you like to work with brokers when a client is ready, and share how I run a sale, so we're aligned before a client is involved.
Could we meet for 30 minutes?
[Your name]
To another business broker
Subject: Deals outside our areas
Hi [Name],
I'm a business broker in [city], focused on [industry or deal size]. I regularly hear about businesses outside my area or niche, and I'd rather send them to someone good than turn them away.
Would you be open to a quick call about referring and co-brokering deals that fit each other's markets? I'm happy to agree on co-brokerage terms in writing up front so nothing stalls later.
[Your name]
LinkedIn connection note
Connection request (under 300 characters)
Hi [Name], I'm a business broker in [city] working with owners of [industry] businesses. I see a lot of overlap with your clients and would like to connect and swap notes sometime.
The 30-minute coffee meeting agenda
The first meeting is about their practice, not yours. Listen more than you talk, and leave with one clear next step.
Agenda
1. Their practice (10 minutes): Who are their typical clients? How often do clients talk to them about selling, succession or retirement?
2. How they handle it today (5 minutes): Who do they send clients to now? What has gone well or badly?
3. How you work (5 minutes): Your niche, your process, and how you protect the advisor's relationship with the client.
4. What you can offer (5 minutes): Rough value opinions, a short talk for their team, referrals back for your buyers and sellers.
5. Next step (5 minutes): Agree on one thing, such as a follow-up date, a client to discuss, or a lunch-and-learn.
Afterward, log the meeting, note anything personal they mentioned (a birthday, a child starting college, a hobby), and book the next conversation for about four months out.
Asking for an introduction
When a partner mentions a client who might be thinking about selling, make the next step easy and low-pressure.
On the phone or in person
“That sounds like a good time for [client] to at least know where they stand. Would it help if I gave them a rough sense of value, with no obligation? If you think they'd be open to it, you could introduce us by email, and I'll take it from there and keep you posted.”
Introduction email they can forward
Subject: Introduction: [Client name] and [Your name]
[Client], I mentioned [Your name], a business broker I trust. [He/She] can give you a confidential sense of what the business might be worth, with no obligation. [Your name], [Client] runs [business] and would value a conversation.
Thank-you notes
After any introduction, whether or not it becomes a listing
Hi [Name], thank you for introducing me to [Client]. We're meeting on [date], and I'll keep you in the loop. I really appreciate the trust.
When the referred seller signs, goes to market or closes
Hi [Name], a quick update: [Client] has [signed an engagement / gone to market / closed the sale]. None of it would have happened without your introduction. Thank you. Coffee is on me next time.
Quarterly market update outline
Keep it to one screen. Partners forward short, useful updates to their clients.
Outline
1. One headline number: what businesses like the ones your partners advise are selling for, or how long deals are taking.
2. What buyers are asking for right now, in two or three bullets.
3. One tip for owners thinking about selling in the next two years.
4. A recent deal, anonymized: industry, size and how long it took.
5. A one-line offer: “If a client is curious what their business is worth, I'm happy to help.”
Birthdays and closing anniversaries
Birthday text
Happy birthday, [Name]! Hope you get a day off from tax season. [Your name]
Closing anniversary email
Subject: One year ago today
Hi [Name], it's been a year since [Client]'s sale closed. I still think about how smoothly that came together, thanks in large part to you. I hope you have a great week.
Check-in for lighter-contact partners
Twice a year
Hi [Name], it's been a while, and I wanted to say hello. Here's what we're seeing in the market this quarter: [one line]. If any of your clients are wondering about their options, I'm always happy to help. Hope all is well at [firm].
Offering to teach
Lunch-and-learn invitation
Subject: A 30-minute session for your team on selling a business
Hi [Name], would a short lunch-and-learn for your team be useful? I'd cover how business sales work, what drives value, and how to spot clients who are getting ready to sell. Lunch is on me, and I'll keep it to 30 minutes plus questions.
Send these automatically from Vertica CRM
Thank-you notes, birthday and closing anniversary messages and quarterly updates can go out on their own, with every introduction linked to the partner who sent it.
Schedule a Demo Questions? Call our office at +1 212 381 4994.Frequently asked questions about referral scripts
How should a business broker ask an accountant for referrals?
Don't ask directly at first. Offer something useful to their clients, such as a no-cost rough sense of value, explain how you protect their relationship with the client, and ask for a short meeting to learn about their practice. Referrals follow trust.
What should a business broker send referral partners between meetings?
A short quarterly market update with one headline number, what buyers are asking for, a tip for owners and an anonymized recent deal. Add a thank-you after every introduction and a note on birthdays and closing anniversaries.
How do you thank a referral partner?
Thank them right after the introduction, whether or not it becomes a listing, and again when the referred seller signs, goes to market or closes. Check the partner's professional rules before offering gifts or fees.