Important Aspects of Marketing a Business for Sale

Sale sign Photo by Justin Lim on Unsplash

Mergers and acquisitions advisor Matthew Brunstrum provides a range of M&A services to clients through Sun Acquisitions in Illinois. The clients that Matthew Brunstrum works with are typically buyers and sellers of lower middle market companies operating in several industries, including landscaping and party rentals.

To ensure they find the right buyers, business owners must carefully consider how they market their companies for sale. This begins with establishing a profile of expected buyers of a business. This doesn’t mean the type of buyer that the owner hopes to find, but rather the kind of people who will be interested in purchasing the business based on its industry, finances, location, and other factors.

Business owners must know the profile of potential buyers so that their marketing can be specifically targeted to these individuals. For example, buyers seeking to enter a specific geographical location will likely search for businesses listed for sale in local ads. They may also seek the help of a local broker to keep their search limited. Because of this, business owners seeking these buyers could benefit from placing ads in a local papers instead of international ones.

Understanding potential buyers also dictates how a business owner writes their advertisement. While ads in general should always be professional and brief, the details they include can be targeted more toward a specific group of buyers than another. Following the same example as above, business owners seeking location-focused buyers should include the location of their company and its customers in their ad, while owners seeking finance-focused buyers may leave this information out.