M&A Science podcast

How to Build Trust and Leverage in M&A

1/10/2026
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43:18
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Jerry Cedicci never says, "trust me." He builds trust, then lets the deal speak for itself.

This is Part 2 of Kison's conversation with Jerry, The mentor who started with a French bakery and went on to build hundreds of millions in real estate across Chicago and Los Angeles. 

Part 1 told the story. 

Part 2 is the playbook: 

  • How Jerry gets a seller to hand over a business with no down payment
  • Why he never puts the first number on the table, and
  • Why the phrase "trust me" is the fastest way to lose his

Near the end, Kison brings Jerry a live deal: a competitor he's looking to acquire who won't share financials. Jerry works through it in real time, including what to ask for instead of the numbers, how to set a ceiling before you negotiate, and the exact offer he'd make.

What you'll learn

  • Remove the seller's downside before you ask for trust. Jerry structured his earliest deals so the seller kept all the leverage and could walk away anytime. He earned trust by giving it up first, not by asking for it.
  • Never say "trust me." Jerry treats those two words as a warning sign. He'd rather let his track record and what other people say about him do the talking.
  • Put a number on your ceiling before you negotiate. When Kison brought him a live acquisition target, Jerry's first question wasn't the asking price. It was Kison's own walk-away number and the value he thought he could create.
  • Ask for the metric a target will actually hand over. When a competitor won't open their books, skip the financials fight. Ask for client count instead, then work backward from what those clients are worth.
  • Treat a lender's "no" as a checklist, not a verdict. Jerry's response to every loan rejection was the same question: what exactly made you say no? Fix those things, then go to the next banker.
  • Separate opportunities from deals. Jerry only calls something a deal once it's closed. Everything before that is an opportunity he has to seize fast, not overthink.
  • Build at the high end so you stop competing on price. Jerry's rule on margin: build something nobody else can match, and you're no longer negotiating against 500 other bidders.

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Turn what you heard into a repeatable M&A practice. Explore the Buyer-Led M&A™ Certification for practical frameworks, tools, and decision-making habits you can apply on your next deal.

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