When it comes to selling and marketing your business for sale, you need to think about your potential buyer.
Who is this person? What are they like? What special skills do they need to possess in order to successfully run your business? What broad skills or attributes does this person need in order to thrive in the business? How much money do they need to have in order to purchase your business and is your business priced so they can afford it?
As you prepare your sales materials and pricing, consider these items. Write your copy so that it resonates with potential buyers. Price your business so the potential buyer can afford it.
Consider the example of a shutter and shade company owned by a couple. The business is successful and the couple has earned a good living during their tenure. They started the business from scratch and built it. As they are approaching retirement, their inclination is to sell to another couple, thinking that the purchase price can be justified by two people working. Thinking about things a bit more, the couple realizes that really what they need is a buyer who wants to either sell and install or sell and hire someone for installation. Knowing this, the sellers revise their sales deck to better focus on the tasks involved in running the business.
