How to target the right buyer to maximize your deal success

This week, we’re covering:

• How to target the right buyer to maximize your deal success

• 5 questions to test whether your business is actually appealing to buyers

• 3 ways to start building a buyer pipeline today, even if you’re not selling yet

Let’s dive in.

💡 One Big Idea

Not All Buyers Are Created Equal

One of the most common misconceptions about selling your business is thinking that you need 100 different buyers lining up to put in a bid.

But you don't. You just need the right 3 to 5.

Founders often assume that once they go to market, the right buyer will just happen to find them. That rarely happens, though, especially if you haven’t done your homework to figure out who you're selling to (and why they should care).

The thing is, every buyer comes with a different agenda:

• Strategics want synergies

• Private equity wants scale and strong EBITDA

• Family offices want stability and long-term value

The more clearly you can tailor your pitch and highlight the parts of your business that match what they want, the more leverage you'll have in negotiations.

That’s why the smartest founders start building buyer awareness long before they ever go to market.

They work with M&A advisors, draft compelling CIMs, and use teasers to attract interest while protecting sensitive details at the same time.

So when the time comes to sell, they don’t just have options.

They have real leverage.

Your Action Items:

1. Define your ideal buyer type: Think about who you want to buy your business. Are you best suited for a strategic acquirer? A PE roll-up? A founder-led team? Each one has different motivations, so know which you're targeting.
   

2. Start building your buyer universe: Your network, LinkedIn, past clients, suppliers, investors, and even competitors — they’re all possible entry points.

3. Create a “teaser” that sparks interest: This is a one-pager that outlines what makes your business valuable to a buyer. It’s how you attract real interest without giving too much away.

Want help figuring out how a buyer will evaluate your business? Just reply to this email or contact us here to learn more. I’m happy to share a few starter templates and examples that'll point you in the right direction.

❓ 5 Key Questions to Ask Yourself Today

Before you even think about an exit or talk to a buyer, there are several important questions you should be asking yourself.

The five questions below are anything but easy to answer. In fact, they'll challenge you to think about things you may never have before. But they could be the difference between a clean and confident exit, or one you wish you could take back:

1️⃣ Who is most likely to benefit from acquiring your business, and are they already aware you exist?

If the answer is “I’m not sure,” that’s your starting point.

2️⃣ What would make your company valuable to a strategic buyer, and have you already framed it that way?

This might include customer overlap, complementary product lines, or market expansion.

3️⃣ Could a financial buyer look at your business and clearly see a 3–5 year path to growth and exit?

They’re looking for strong EBITDA, clean financials, and growth levers.

4️⃣ Do you have a confidential “teaser” and draft CIM that tells a compelling story?

If not, you're not ready to go to market.

5️⃣ What relationships could quietly turn into buyer conversations in the next 12–18 months?

Your future buyer might already be in your inbox. They just don’t know you’re open to talk.

📋 3 Action Items For This Week

☑️ Make a short list of your 10 most likely acquirers: Think competitors, partners, vendors, investors — anyone who’d gain from owning what you’ve built.

☑️ Draft a teaser one-pager: Outline the highlights with things like growth, margin, customer base, and strategic fit. Make it clear but anonymous.

☑️ Review your LinkedIn and network for soft intros: You don’t need to say you’re selling. Just start conversations with people who might become buyers down the road.

That’s all for this week.

Remember, selling your business starts long before you list it. It starts with knowing who you're trying to attract and building relationships before you need them.

If you want help building that list or refining your teaser, reply to this email and I’ll point you in the right direction.

Talk next week,

Brian