Why is the owner selling, why now, and what's changed in the last 12 months? How long has it been listed, and has it been under a letter of intent before?
A clear reason with a date on it. The owner is retiring, moving, or had a health change, and can tell you when they decided. Sales are steady or growing, and every change comes with a reason and a number: a price increase that stuck, a new hire who's working out, a customer added. Ask for monthly sales for the last 24 months, and they should be flat or growing into the sale.
A vague answer, or a story that changes each time you ask. "He's burned out" right after a big customer left. Sales down this year, a big client gone, a key person who quit, a new competitor, or a lawsuit nobody mentioned. A listing that's been up a long time, or was under a letter of intent before, and the broker won't say why it fell through. Or a broker who only wants to talk about the 3-year average.
The reason tells you what the owner knows that you don't. Some owners sell at the top, and some sell right before trouble, and the monthly sales show you which one this is. The last 12 months is the business you'd actually be buying, and lenders get careful fast when the numbers drop year over year, so a slide you miss now turns into a loan you can't get later. If this year is weaker, run the Paycheck Test again on this year's cash flow, not the listing's.