When selling a business visibility adds value, and
cutting corners on marketing could cost you thousands at the
negotiation table. In a competitive market,
visibility is the key to securing strong
offers and a timely sale. Too many sales campaigns rely on
minimal, low-budget advertising that fails to reach serious
buyers.
“When it comes to selling a business,
marketing isn’t where you should be cutting costs,” says
Richard O’Brien from Business
for Sale listing platform nzbizbuysell.co.nz, a
specialist in business sales and strategy. “Sellers need
to understand that low budget often means low exposure –
and that affects the interest and sale
price.”
The most successful business
sales are driven by active, multi-channel marketing –
including advertising on all the key business for sale
websites, direct outreach to current and qualified buyer
databases, industry-specific promotions, and social media
campaigns. It’s a strategic effort designed to fish in all
the big buyer pools to capture quality leads and generate
meaningful competition for the
business.
“In today’s market, you
have to go beyond posting a couple of basic listings,”
says O’Brien. “Business
buyers are usually found via the top online platforms,
on investor and buyer databases and networks, and in
industry-specific circles. “It pays to be visible in the
key areas to have the best chance at a premium
sale.”
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Unfortunately, too many sellers, and even
some brokers, fall into the trap of low-budget marketing,
which often leads to low exposure and limited buyer
interest.
For the best result when selling
a business, allocate a worthy marketing budget, get the
visibility and have a marketing plan that will target your
most likely buyer. A well-constructed ad and proactive
campaign, managed like a product launch, will attract more
inquiries, better buyers, and a stronger final
price.
“Good marketing pays for itself by delivering
real buyer engagement.”
Whether selling
independently or through a broker, investing in smart,
targeted, strategic marketing is one of the best ways to
maximise value and speed up the sale. With the right
exposure, sellers don’t just find a buyer – they find
the right
buyer.
