Selling Your Business: What Is a Business Buyer Looking for and the Role of Positioning and Due Diligence in Closing the Deal?
JP Van Steerteghem
Accelerating Business Growth with Strategic Planning, Leadership Development, and Technological Innovation.
When you're ready to sell your business, understanding what a business buyer is looking for is crucial to positioning your company attractively. The process isn't merely about hanging a "business for sale" sign and waiting. It requires strategic positioning, thorough due diligence, and effective marketing.
What Makes Your Business Stand Out?
First impressions are crucial in the journey of selling your business. The challenge is not only to catch the eye of potential buyers but to keep their interest alive.
What sets your business apart? Is it your products' exceptional quality or dominant stance in a niche market? Could it be your innovative business model that disrupts the industry?
These unique aspects should form the foundation of your marketing strategy. The goal is to turn your business into a beacon for potential buyers.
Your Business's Unique Story
Consider your business's unique story. These stories are more than mere selling points. They represent narratives that can elevate your business above the standard for-sale listings.
The goal is to present your business as a financial investment and an opportunity to continue a legacy that resonates with the buyer.
Crafting an Effective Sales Advertisement
Your sales advertisement is the first point of interaction. This is where first impressions are crucial. Crafting this advertisement involves striking a perfect balance between being compelling and informative.
Begin by showcasing what sets your business apart, highlighting your exceptional value proposition. Some aspects that are unique to your business may include:
· Patented product,
· Established brand,
· Exclusive data, and
· Unique contracts.
The objective is to underline the unique aspects that make your business an attractive investment.
When crafting your advertisement, also showcase your business’s financial health and market potential. Prospective buyers seek assurance in the form of a sound and attractive financial outlook. Highlight important financial metrics such as:
· Revenue growth,
· Profit margins, and
· Customer acquisition costs.
Present these metrics in a way that captures interest without disclosing too much.
Also, illustrate the growth potential within your industry, whether through scalability, untapped markets, or emerging segments. Do this to enhance your business's appeal.
Balancing Marketing with Confidentiality
Protecting sensitive information is paramount when marketing your business. Ensure that critical data is shared only under the protection of nondisclosure agreements.
Creating an effective sales advertisement goes beyond simply listing your business for sale. It's about strategically positioning your business to attract the ideal buyer.
Understanding the Buyer's Perspective
A business buyer conducts thorough due diligence before making an offer. This research involves examining:
· Financial records,
· Leadership and continuity of business,
· Business operations,
· Market position, and
· Growth potential.
Buyers look for a transparent and well-documented presentation of your business. Ensure all your records are up to date, organized, and easily accessible.
Be prepared to demonstrate that your business can run smoothly and grow without you. Buyers won’t buy a company that is dependent on you for business continuity. Far too many companies are unsalable as the owner has not built a strong management team with salespeople, department leaders, and executives who can run the business and grow it. No one will pay money to buy your problems.
Be prepared to demonstrate that your organizational chart is strong enough to succeed and thrive without you.
What Is Your Business Worth?
Professional business valuation is the process of determining the true value of a company or business. It involves thoroughly analyzing various factors such as financial statements, market conditions, industry trends, and the company's future prospects. The purpose of business valuation is to provide an accurate assessment of the worth of a business, which is essential for a variety of reasons.
One of the main reasons to conduct a professional business valuation is for mergers and acquisitions. When two companies come together, it is crucial to know the value of each business involved to determine an appropriate exchange ratio or purchase price. Business valuation helps in negotiating fair deals and ensuring that both parties are getting a fair share of the value.
Conducting a professional business valuation can be a valuable exercise for a business owner who plans to sell their business as it can help identify weaknesses and shortcomings that need to be addressed before putting the business on the market. The following are six important ways a professional business valuation will be useful.
1. Identifying Financial Weaknesses
Financial Statements Analysis. A thorough business valuation involves analyzing the company's financial statements in detail. This can help identify any irregularities, inconsistencies, or financial weaknesses such as declining profitability, inefficient cost structures, or poor cash-flow management.
2. Assessing Market Position and Competitiveness
Market Analysis. A comprehensive business valuation typically includes an assessment of the company's market position, competitive landscape, and industry trends. This can help identify any weaknesses in the business's competitive strategy, market share, or customer base.
3. Understanding Operational Efficiency
Operational Assessment. Business valuation often involves evaluating the operational aspects of the business, including its processes, efficiency, and scalability. This can reveal operational weaknesses such as outdated technology, inefficient workflows, or inadequate infrastructure.
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4. Identifying Legal and Compliance Issues
Legal and Regulatory Compliance Review. A professional business valuation may include a review of the company's legal and regulatory compliance status. This can help identify any potential legal or compliance issues that need to be addressed before a sale.
5. Forecasting Future Prospects
Future Performance Projections. Business valuation involves forecasting the future prospects of the business. This can highlight any shortcomings in the company's growth potential, market positioning, or strategic direction.
6. Recommendations for Improvement
Valuation Report Insights. The valuation report often includes detailed insights and recommendations based on the identified weaknesses. This can provide the business owner with actionable steps to address the shortcomings and enhance the overall value of the business before putting it on the market.
By leveraging the insights gained from a professional business valuation, a business owner can proactively address these weaknesses and shortcomings, thereby making the business more attractive to potential buyers and potentially increasing its valuation.
The cost of professional business valuation can vary depending on various factors such as the size and complexity of the business, the purpose of valuation, and the expertise of the valuation professional. Generally, business valuations can range from a few thousand dollars to several hundred thousand dollars for larger, more complex businesses. It is important to hire an experienced and qualified valuation professional who can provide an accurate and reliable valuation at a reasonable cost. The cost of business valuation should be seen as an investment in obtaining an accurate assessment of the value of the business, which can have significant implications on decision-making and financial outcomes.
The Role of Business Brokers
A business broker will streamline the selling process. Brokers can help with:
· Positioning your business in the market,
· Reaching potential buyers, and
· Negotiating deals.
Business brokers understand what buyers are looking for and can guide you in preparing your business for sale. Remember that brokers charge a commission. So, weigh the pros and cons before deciding to work with one.
Choosing the Right Sales Channel
Exploring different sales channels can impact your success in finding the right buyer. Direct networking, online marketplaces, and business brokers have advantages and disadvantages.
Direct networking allows for a more personal approach but requires a robust network. Online marketplaces offer a broad audience but can be impersonal. Business brokers provide expertise and support but at a cost.
Consider your business type and personal preferences when choosing your sales channel.
Protecting Sensitive Information
Remember to protect sensitive information when selling your business. Only share detailed financials and proprietary information with serious, vetted buyers. Utilize confidentiality agreements to safeguard your business's sensitive details during the sales process.
Engaging with a Potential Business Buyer
Once you've caught the eye of potential buyers, keep the momentum going through engagement. This phase includes setting up initial meetings, conducting presentations, and entering negotiations.
During these interactions, be ready to explain what makes your business valuable. Address any queries or concerns that buyers might raise. This is your moment to shine and persuade potential buyers that your business is a worthwhile investment.
Remember, answering every question and addressing every concern brings you one step closer to closing the sale.
Utilizing Digital Marketing Strategies
Online marketing techniques amplify your business's presence and draw in a broader audience. Social media platforms, search engine optimization (SEO), and online marketplaces are powerful tools for advertising your business for sale.
These digital avenues allow you to extend your reach well beyond your immediate circle. They also connect you with buyers searching for opportunities like yours. With digital marketing, you increase your chances of finding the right buyer for your business.
Consider the following eight tips to enhance your digital marketing strategy.
1. Regularly update your social media profiles with engaging content about your business.
2. Use targeted keywords in your online content to improve SEO and attract buyers interested in your industry.
3. Feature customer testimonials on your website and social media to build trust with potential buyers.
4. Create high-quality, informative videos about your business and share them online to capture attention.
5. Engage with your online audience by responding to comments and messages.
6. Use analytics to track the performance of your digital marketing efforts and adjust your strategy as needed.
7. Consider paid advertising on social media or Google to better target potential buyers.
8. Join online forums and groups related to your industry to network and spread the word that your business is for sale.
By following these tips, you increase the chance of finding a buyer who sees the true value of your business.
Make Your Move with Confidence
Selling your business is a significant decision that requires careful planning, preparation, and execution. By understanding what a business buyer is looking for, crafting a compelling sales advertisement, having sterling answers about how your business will continue to thrive and grow with you absent, and engaging with potential buyers, you can position your business for a successful sale.
If you're contemplating selling your business and need expert advice, we are here to help you resolve any weaknesses or obstacles that would prevent a sale or seriously reduce what you would be paid when you sell. Our experience and training let us work with any company so you get top dollar and have buyers bidding against each other for your business.
Contact us today and let's ensure your business is positioned for success in the eyes of potential buyers.
JP Van Steerteghem
Call me at +1-617-548-3863
or mail me at jvansteerteghem@focalpointcoaching.com