How should the seller introduce me to key customers?

Customers often deal with a business through people they trust. When ownership changes, the seller’s goodwill has to be passed to you on purpose. A planned set of introductions can help keep accounts. It also fits into the wider handover after closing.

Decide which accounts come first

Sit down with the seller and sort customers by how much they matter and how personal the relationship is. The largest accounts and the ones that depend on the owner personally go first. Smaller accounts can be reached by a call or a joint letter. Agree on timing too, since some customers should hear only after the deal is firm.

Meet together, and let the seller speak first

A joint visit or call carries more weight than a note. The seller should thank the customer, say plainly that the business is changing hands, and explain why they trust you. Then you introduce yourself briefly and ask about the customer’s needs. Your first job is to listen, not to pitch.

What not to promise

• Do not promise changes to pricing, terms or service levels you have not yet checked.
• Do not criticize how the seller ran things.
• Do not make commitments about staff or suppliers on the spot.
• Do not ask for new business in the first meeting.

Follow up yourself

Within a few days, send a short note or make a call of your own, and keep the seller’s name in it. Keep a log of what each customer said. Your lawyer can tell you what the purchase agreement requires of the seller during the handover.