Can you sell a business without ‘naming it’?
While all business sales are different and we assess each business independently to suggest the appropriate marketing approach, in most situations we believe confidentiality is key.
While using your brand and images of your business can result in great flashy looking campaigns (and help build out our social media presence!), all too often we have heard the downside from business owners who have taken this route. The impact on the brand, the staff, customers and supplier arrangements can be overwhelming.
It was identified early in our brokering careers that we were approaching marketing differently; the sheer volume of buyers we engage with on each business listing was well outside of the norm. At the time, most adverts were a thousand words long and effectively trying to ‘sell’ the business from the advert alone!
We look at marketing businesses differently. The advertising is there to provide us with a potential buyer’s contact details; it us, as your brokers, that do the selling once we have verified they are the right person to be looking at your business details. We talk with a lot of buyers, as our advertising is about generating buyer leads and not giving out information that could be misinterpreted as a reason a buyer shouldn’t contact us.
Less is more, but there are key pieces of information required to establish who can buy the business: how much it will cost, how much they will earn, and whether they need a specific skill set or be in a specific location to run it. When suggesting a marketing package that works, we are true believers in presenting the best strategy for your specific business because:
a. You can’t sell a secret
b. We love value for money and genuine ROI
Managing confidentiality through the process is another story in itself, with over 200 business sales under our belt, we can fill you in on where the most common ‘leaks’ have come from and how to best look after your staff and customers through the process.
Ready to find out what your business is worth? Click here.