By: Ken Mack

In today’s business‑for‑sale marketplace, algorithms are often seen as tools that can offer speed, exposure, and efficiency. List your business online, let automated matching tools connect you to “qualified buyers,” and wait for the offers to potentially roll in — at least, that’s the premise.

But in practice, mergers and acquisitions (M&A) are rarely decided solely by the clicks of a platform. They’re decided by people. By trust. By nuanced conversations and shared goals.

Imran Tariq, co‑author of The 3‑4 Cash Rule, has observed firsthand: relationships, not algorithms, tend to foster stronger deals, smoother negotiations, and more sustainable long‑term outcomes for both buyers and sellers.

Why Algorithms Fall Short in M&A

Listing platforms are designed for volume. Their goal is to generate as many matches as possible between sellers and potential buyers. But volume does not always equate to value.

Algorithms often miss the most important variables in an M&A transaction:

• Cultural fit – Will the buyer’s leadership style work with the seller’s team?
• Shared vision – Does the buyer see the same future for the business?
• Negotiation chemistry – Can both parties problem‑solve effectively together?

These aren’t data points that can be scored or sorted by a machine. They’re human‑level dynamics that reveal themselves through conversation, trust‑building, and mutual respect.

Trust: the Invisible Currency of Every Deal

In The 3‑4 Cash Rule, Imran Tariq emphasizes that trust typically develops before contracts are signed. Sellers are more inclined to share sensitive details — and buyers are more likely to make fair, timely offers — when there’s a foundation of mutual confidence.

Trust typically grows from:

• Personal introductions rather than cold outreach.
• Consistent communication that keeps both sides informed.
• Transparency about goals and expectations from the start.

This is where a curated, relationship‑driven process tends to offer an advantage. Instead of pushing through a volume of cold inquiries, a skilled deal finder works to create warm, relevant introductions between parties who have already been vetted for alignment.

Negotiation is a Skill — Not an Algorithm

Algorithms can calculate market multiples or suggest deal structures, but they can’t navigate the subtleties of negotiation.

Great negotiations in M&A often focus on collaborative problem‑solving, rather than rigidly following preset terms. Skilled negotiators — whether they’re the seller, the buyer, or a deal finder — can:

• Understand what truly matters to each side.
• Propose creative solutions when terms are sticking points.
• Preserve goodwill even when discussions get tense.

Imran Tariq notes that a strong human negotiator can often preserve deals that would otherwise face challenges if left to automated processes or rigid templated offers.

Personal Rapport Drives Post‑Deal Success

A deal doesn’t end at closing — in many cases, the seller stays involved during a transition period, and the buyer inherits the seller’s team, customers, and culture.

If the relationship between buyer and seller is strained or distant, those handovers may not be as smooth. But when personal rapport is strong, the transition tends to be easier and more effective.

Rapport can’t be generated by a listing description. It grows through:

• Meaningful first meetings.
• Honest conversations about strengths and weaknesses.
• A mutual commitment to making the deal work for everyone involved.

Why Curated Introductions Work Better Than Public Listings

While a public listing may get more views, a curated introduction often results in more traction. That’s because:

• The buyer is already pre‑qualified for readiness, capacity, and fit.
• The seller’s time is protected, with only serious conversations taking place.
• The introduction feels personal, not transactional — which tends to create a better tone for negotiations.

In The 3‑4 Cash Rule, Imran Tariq refers to this as “quality over quantity in motion.” The goal isn’t to speak with everyone; it’s to speak with the right people.

The Role of the Deal Finder in Protecting the Human Factor

A skilled deal finder doesn’t just line up meetings. They manage the delicate balance between protecting the seller’s interests and keeping buyers engaged. This involves:

• Vetting buyers discreetly before introductions.
• Preparing both parties for the first conversation.
• Facilitating follow‑ups to maintain momentum without pressure.

By actively managing the relationship from first call to close, the deal finder ensures that trust, rapport, and understanding are present at every stage — things no algorithm can fully replicate.

When Relationships Save the Deal

Consider a scenario where a buyer’s financing timeline shifts unexpectedly. An algorithm might simply label the deal “inactive” and move on. But in a relationship‑driven process, the deal finder can step in, explain the situation, and work with both sides to adjust timelines or restructure terms.

Because there’s a personal connection, both parties are more likely to find a solution instead of walking away.

The Bottom Line: Relationships Create Resilience

The human factor in M&A is more than just a nice‑to‑have — it’s a deal‑making asset. Trust smooths the bumps in negotiation. Rapport eases the post‑deal transition. And personal introductions protect both parties from the wasted time and uncertainty that come with cold, algorithm‑driven outreach.

As Imran Tariq says in The 3‑4 Cash Rule:

“An algorithm might match a seller to a buyer, but a relationship is what takes them to the closing table.”

For sellers looking to achieve not just a signed agreement but a truly successful outcome, the choice is clear: skip the endless scroll of public listings and work with someone who prioritizes people over platforms.

Because in M&A — as in most of life — the right relationship tends to outperform the perfect algorithm.

 

Disclaimer: This article is for informational purposes only. It is not intended as professional, legal, or financial advice. While the content has been created with care and accuracy, readers should seek expert consultation before making any decisions based on the information provided.