Reply playbook.
What to write back for the five replies you'll see most. Answer the same day if you can, answer what they actually said, and keep it short.
For the thinking behind each of these, read Reading replies: what "not now" really means. The templates below are deliberately short. A reply that's longer than the owner's message usually feels like too much.
Interested
When to use it: they've said yes to a conversation, or asked to know more in a way that suggests they're open to one.
Dear [First name],
Thank you, I'd be glad to. Would any of these suit you: [day and time], [day and time] or [day and time]? I'm happy to work around your week if none of those are right.
We could meet by video, or in person at [Company] if you'd prefer. Either way, it would just be a chance to get to know each other and hear more about the business.
[Your name]
What to change: offer specific times, not a scheduling link; it's more personal and saves them a step. If someone else at your firm will hold the meeting, use the handover note instead. Don't send a questionnaire or ask for figures before the first meeting.
If they ask for more information first: send a short paragraph about your firm and what you look for, then offer the times again. No deck, no investment terms.
Maybe later
When to use it: they've said "not now", "not at the moment" or "perhaps in the future", especially if they've given a reason.
Dear [First name],
Thank you for letting me know, and for the context. [One line acknowledging what they said, e.g. Good luck with the new site.]
Would it be alright if I got back in touch in [their timeframe, or "a year or so"]? If you'd rather I didn't, just say and I won't.
[Your name]
What to change: if they gave a timeframe, use theirs. If they gave a reason, acknowledge it in your own words. Then put the date in your diary, and when it comes round, open your next note with what they told you.
If the reply is short and closed ("We're not interested at this time"), treat it as a no and use the template below.
Wrong person
When to use it: they've told you someone else owns or runs the business, or that they've moved on.
Dear [First name],
Thank you, that's very helpful, and apologies for the mix-up. Would you mind if I mentioned you'd suggested I write to [Name]? If you'd rather I didn't, I'll simply write to them directly.
[Your name]
Dear [First name],
Thank you for letting me know, and apologies for the mix-up. I won't trouble you again.
[Your name]
What to change: nothing much. Don't ask them who you should write to if they haven't offered; find out yourself. When you do write to the right person, send a fresh first note rather than forwarding the old one.
Not interested
When to use it: any clear no, polite or otherwise.
Dear [First name],
Thank you for taking the time to reply. I won't contact you again. All the best to you and the team at [Company].
[Your name]
What to change: nothing. Don't ask why, don't suggest they might change their mind, and don't add a line about getting in touch if things change. Mark them as do-not-contact, permanently, for everyone at your firm.
If they're annoyed: apologise once, plainly, confirm you won't contact them again, and stop. No explanation of why you wrote.
Who are you, and how did you get my details?
When to use it: they've asked who you are, what your firm is, or where you found their contact details.
Dear [First name],
A fair question. I'm [Your name], [role] at [Your firm]. We [one plain sentence about what you do].
I found [Company] through [the actual source, e.g. the [trade association] member directory] and your details on [the actual source, e.g. your company website]. I wrote because [the specific reason the business fits].
If you'd prefer not to hear from us, just say and I'll remove your details. Otherwise, I'd still be glad to have a short conversation at some point.
[Your name]
What to change: be exact about the source; never vague. If they ask you to remove their details, do it, and confirm you have. Make sure you understand the data protection rules that apply to you, so you can answer any follow-up question accurately.
After every reply
Write down what they said, in their words, and what happens next: a meeting date, a date to get back in touch, a do-not-contact flag, or a new person to write to. A reply you can't find in six months is a reply wasted.
Answering every reply well, the same day, is one of the most valuable and most neglected parts of reaching owners. If you'd rather not be the one doing it, a team of sourciers can handle every reply for you, under your firm's name, and pass you the meetings.
See what a team would do for your list.
A one-page plan for your target: team size, how many people you'd reach, and how long your list would last.