Effective
business for sale advertising copy and layout is critical in selling a small to mid-sized business.
When selling a small to mid-sized business one of the most important factors is getting the word out to as many potential buyers (and the right buyers for the business being sold) as quickly as possible. It is best to have multiple buyers interested and pursuing your listing so you can have back-up offers during the escrow process in case the first offer should fall out.
I always tell my consulting clients - owner/sellers and business brokers - when it comes to advertising a business for sale, the more detailed the info presented (depending on the confidentiality of the business being sold) the better you'll do.
So many owners and especially business brokers/agents think that if they put little copy in the ad they will get more response of potential buyers "wanting more info on the listing". Yes that's true you will get more calls but they will usually be of poorer quality - due to the lack of information given. This strategy is a total waste of time for everyone involved.
My latest consulting/advertising client - an owner selling a
niche holiday lighting service is presenting their business in the best possible way - they have included all information a potential buyer will need to know if they are interested or not. The ad text includes: price, deal structure, provable adjusted net income figures, total number of clients, & area served, why they are selling, how future buyers can build the business, who would be ideal buyers (contractors would be a great fit for this business due to the clientel and the type of work that is being performed and possible gained), and other important details to secure a great buyer quickly.
Remember it's not quantity of calls but the quality - it only takes a few great buyers to sell a business quickly.•
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