So, where to Start ….
Since 1999, Business-Trader.com has been a business-for-sale Ad service, and most business owners or agents coming to Business-Trader.com today will probably be those looking for a site on which to post a business-for-sale Ad; and most buyers, looking for a business to buy. So, let’s start with the Ad, for now.
The purpose of an Ad is to be noticed … but, not necessarily by just anyone. Ideally, it is to be noticed quickly and by the right party and the right party only. And while, just the right party is generally more than should be promised, a quantified and targeted Ad containing relevant factual information can help narrow it down to the right few perhaps, saving time and effort and limiting unnecessary exposure.
Ads that base their appeal on sweeping claims of “unlimited potential” or “great opportunity” will go unheeded by most serious buyers. Ads that list all the benefits of the business; tell what the business does, where it does it, even how much it does and what it owns, rather than how well it does for its owners, are often ignored as well.
As a result, Business-for-Sale sites can become cluttered with the Ads that have not been noticed in any productive way; .... sites cluttered with Ads for businesses that have not sold.
- If you’re a seller, you don’t want your Ad to become part of, or lost in the clutter.
- If you’re a buyer, you don’t want to wade through the clutter in search of a business.
- And, clutter may include buyers as well; those who are not as much buyer as looker with no serious or capable buying intent.
An effective Ad is one that DOES NOT tell who you are and does not identify the business by name or description, but does identify type of business, general location, size, earnings record and capabilities. An effective Ad is one that is priced at fair market value, and an Ad that provides a summary of relevant fact a buyer can begin to measure.
But before the Ad, what is that fair market price, and on what and how was that price measured?
As long as we’ve been involved in this industry, there have always been ready and able buyers actively searching for just about every size and type of business, and willing to pay fair market value. And, we’ve found that businesses sell quickly and sell at fair market value when a buyer can find them and can recognize the fit, when the buyer’s inquiry finds relevant information ready, waiting and available, and when that information serves to confirm value, fit and opportunity.
Running an Ad will help buyer and seller find each other, and running a targeted and quantitative Ad will help identify the opportunity, quickly. But, being prepared to respond to that interest with relevant, quantitative and confirming fact will help convert buyer interest to action.
For a bit more background information, click here |
