Owner: Client Managers | Applies To: Franchise Sellers & Company Sellers

What Is the Seller Interview?

The Seller Interview is a recorded Zoom call between the Client Manager and the business owner, conducted early in the listing process. It is one of the most important content assets we produce for each listing — the edited video is uploaded to the listing's data room (Level 1), where qualified buyers can watch it for an authentic, unscripted look at who the seller is and what makes the business work.

Beyond the video, the interview serves as the primary source for several required and enhanced slides throughout the CIM. The questions are designed to pull out specific data points and stories that our team needs to build a compelling, accurate CIM — not just a generic overview.

Why It Matters

Buyers want to know the real story. Financial statements tell part of it — the seller interview tells the rest. It covers the day-to-day reality of running the business, what the ideal customer looks like, what has actually driven growth, what challenges exist, and what a new owner should focus on first. These answers are not available anywhere else.

The interview also warms up the seller and builds rapport early in the relationship, which makes the rest of the listing process smoother.

Timing & Process

1. First seller call (Day 2 after listing): The CM's first call with the seller includes scheduling the interview. The CM provides the questions to the seller in advance so they can prepare.
2. Interview Zoom call: CM runs the recorded Zoom call. Questions are asked in order. The tone should be conversational — this is not an interrogation, it's a guided storytelling session.
3. Send raw video to Rich: Immediately after the call, the CM sends the raw Zoom recording to Rich for editing.
4. Rich edits and returns: Turnaround is typically a few days. Rich sends the edited video back to the CM and copies Admin.
5. Transcription + Data Room: Admin transcribes the interview (using Theodore's transcription tool) and uploads the transcript to the Seller Only folder in the Data Room.
6. Data room upload: Admin uploads the edited interview video to the listing's data room (Level 1) so buyers can watch it once granted access. The Toolkit Manager should verify the video is actually visible in the data room before considering this step complete.

⚠️ Do NOT wait for the seller interview to publish the initial listing. Build and send the CIM and post the listing without waiting for the seller interview video. Once the edited video is ready, upload it to the data room (Level 1) so buyers can access it.

Interview Questions