"YOU CAN SELL YOUR OWN BUSINESS!"
Buyer Enquiry Form -
Qualifying potential buyers is an important part of the sales process. We have created a Buyer Enquiry Form (found in The Business Appraisal and Marketing Kit) which provides a list of the critical questions you need to ask each and every prospect. It also has a system to measure and manage buyer enquiries, in a simple to follow format. Be wary about giving out too much company information too early in the process.
Letter of Intent -
A Letter of Intent or a Term Sheet lays out the economics of the transaction before due diligence is completed. The most important terms include, the price, the deal structure, assets and inventory, non-competing covenant, who will be responsible for liabilities, information regarding due diligence.
Create a Marketing and Advertising Plan -
Create a plan to advertise your business for sale. Identify and approach the types of buyers who may be interested in your business. Some of these may include:
- Your employees
- Suppliers
- Customers
- Competitors
- Public at large
Create buyer profiles and target your audience.
Buyer Profiles -
Start by creating a database of buyers that are most likely to be interested in buying your business. The Business Appraisal and Marketing Kit takes you through this process step-by-step, which will give you the capability you need to build buyer profiles yourself.
Target your audience -
Once you pinpoint your target audience you need to have knowledge of how to reach them. Focus your advertising in areas your target audience will read. Advertising in national newspapers is expensive but can yield good results if you choose the right newspaper; advertising in trade magazines and in local newspapers is a good way to get the message out to your industry. Online advertising is cost-effective and broadens the reach of your advertising to national and international prospective buyers.
How To Get The Most From Online Advertising -
After going to all the trouble of preparing your business for sale, and collecting the necessary information for its sale, it's important not to rush the advertising portion of the process. By posting limited, ineffective ads you may only receive calls from buyers whom you consider unqualified and unprofessional. In short, if you are not thorough in your marketing you might be wasting a lot of time, both for yourself and potential buyers.
A basic idea for most classified ads is to whet the potential buyer's appetite. You want legitimate offers, so avoid big promises and overstated claims. Try to write your ad in layman's terms; industry jargon and technical terms may discourage potential buyers.
More information is better than less.
As stated above, your goal is to whet the appetite, but in this case less information is not more. Common thinking suggests that buyers will be more likely to call if they are teased by your ad. In most cases the effect is the opposite. Buyers will bypass your business if they feel there is too little information.
More information gives buyers a sense of security: they may feel they already know a lot about you and your business just by reading your ad. If you include enough information in the description section the buyer will be pre-qualified when they contact you-this saves both parties a lot of hassle. Buyers feel more trustful of a seller with comprehensive advertising, which helps when it comes time to negotiate a sale
Serious buyers find it helpful if you put some of the following information in the detail section of your ad:
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Length of time in business, business history
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Number of employees
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Information on the geographic area surrounding the business (very important for lifestyle retreats/B&Bs). If you are selling the property with the business, be sure to include the square footage or acreage and the property's value.
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General industry info - how it's growing, changes etc.
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How you would grow the business in the future - give them a "vision"
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Include photographs of the business. Make sure they show a clean and well looked after premises. Photos on the business for sale websites get more buyers. You may think buyers would be more interested in the info behind the photos, but photos are an easy way to transmit the essence of the business to a large amount of eyes.
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True adjusted net income (know precisely how you arrive at this figure)
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Competitive analysis
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Include any business website. Is the business computerised?
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Multiple phone numbers ensure you can be reached at any time
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You may wish to offer to stay on during the transition to the new owners. If so, indicate this.
Including this information will improve the quality of the calls you receive from buyers, and you will spend much less time answering the same old questions.
Get their attention - 'featuring' your ad improves exposure
This business sale advertising site has the option to 'feature' a business on the front page. This means the ad will automatically appear at the top of listing results or in its own picture bar on each page-serious buyers will see it repeatedly and respond quicker. This option is usually worth purchasing.
This site also offers a bonus listing on a leading Australian Business Directory which is seen by hundreds of business owners and potential business operators every day. It's a chance of extra exposure which shouldn't be missed.
At this stage, newspapers are still one the most effective ways to reach business buyers. But, choose well. Consider where your potential buyers may live and what type of newspapers may interest them. Target your market specifically. Get creative.
For example, take the seller who had a lifestyle business for sale on the coast of New South Wales, Australia. Thinking out of the box the seller took a fresh look at who may be interested in a lifestyle business. Corporate people looking to escape the rat race of the city and people looking for a complete lifestyle change along with an income were the two main groups the seller identified. The seller then advertised in the Financial Review, a national Australian newspaper specialising in economics, business and finance in the Australian market. Not the normal or obvious place to advertize your coastal lifestyle business. But it was a success. The seller was overwhelmed with potential buyers looking for a lifestyle change that had an income attached. The business sold to a buyer from the corporate sector.
Advertising In The Public Arena -
When making the choice to advertise on the open market there is a lot for you to consider - you do not want details of your business on the open market. The best way to avoid this is to do it yourself. The Business Appraisal and Marketing Kit has useful information that will help you to control the communication flow and minimize the risks.
Contact prospective buyers -
There is an art to contacting prospective buyers. Look at your list of buyer profiles and decide which prospects are best if contacted directly. But beware there are a few simple but critical steps you need to follow for this to be successful.
Sell to your employees -
Give your staff the opportunity to buy the business. In businesses that are highly specialised the employees may be the only potential buyers. This must be handled with the utmost sensitively and perfect timing. Again, I would stress the business owner is the ideal person to do this.
Due Diligence -
A buyer may want to examine a wide range of information prior to purchasing.
You will more than likely have the information already on hand, but things do change. It is wise to double-check any documents that potential buyers may request to view. It is advisable to set up a 'business sale ready' binder (we suggest colored red to reinforce its importance), with sections for the different types of information required for the sale. This will save a lot of time and you will appear more professional to the buyer.
Try to limit the length of the due diligence period. This is particularly important when dealing with a larger corporation. Make sure you have told your potential buyer everything - negative and positive - before they find anything. If they find any unexpected surprises they can try to negotiate the sale price downwards or may even lose interest altogether.
If all things go well during due diligence contracts of sale will be drawn up and the sale process completed.
We hope you are now feeling confident you CAN commence the process of selling your own business yourself without a business broker or agent.
If you're ready to get cracking, make sure you have The Business Appraisal and Marketing Kit to ensure no stone is left unturned and you get the best outcome.
For A Complete Sale of Business Legals Kit that will save you even more money please visit here. www.sellingbusiness.com.au


