Insights & Info

Insights > Selling your business – is it ‘Buyer Ready’?

Selling your business – is it ‘Buyer Ready’?

By Generational Equity

green light for buyer ready

There are many steps to selling a business. At Generational Equity, part of the Generational Group (, we work methodically through each stage of the sales process to achieve our clients’ acquisition goals. A pivotal part of this process involves making a business ‘Buyer Ready’. Management guru Peter Drucker once said, “The buyer rarely buys what the seller thinks he’s selling.” This indicates that the features of your business that you think is the strongest selling point of your business may not be so to the buyer. Understanding a buyer’s mindset is key to achieving a successful sale. There are a number of things that buyers look for when analyzing acquisition targets, these fall into three categories:

• Internal Preparation – Has the seller positioned the company for sale?

• External Orientation – Has the seller created a culture that looks outwardly?

• Sustainable Future – Has the seller anticipated the future and its changes?

Sellers should pay close attention to each of these elements when preparing their business for sale as these are critical to giving buyers confidence that the transition will be smooth when the owner exits the business.

Internal Preparation for selling your business

It’s easy for business owners to become solely focused on the everyday operations of their companies, in doing so they often forget to develop strategies for their eventual exit. Ignoring internal preparation for your exit will put buyers off when it comes to your sale. These are just a couple of things you should be doing when making your business ready for a buyer.

Develop a solid middle-management team

Be sure to develop managers who can easily step into your shoes when you choose to exit your company. Finding an effective middle-management team who have the skills, drive and aptitude to show that the business will run smoothly once you are gone will give buyers confidence to invest.

Document what your company does well

As an expert in your company’s operations, it can be easy to forget that buyers are not yet on the same level of understanding. Developing operational documentation that shows what your company does well and what is unique about the process will help the buyer to see the expertise they are investing in.

External Orientation

A business that is ready for purchase will be continually evaluating where they stand in relation to their external environment. Your evaluation of the outside world must take into account where you are today and where you need to be in five years based on ever-changing circumstances. Your business can become ready for a buyer through ensuring the following.

Know your market position

Is your company a market leader in a strong position, or are you a smaller company with a lot of room for growth? A buyer ready business will be able to define their position in the market. Both have their pros and cons to different buyers but businesses that are ready to buy will be constantly evaluating these questions.

Who are your customers now and in the future

Businesses that are ready to buy will regularly review the needs of their customers and analyze how effective they are in reviewing their current and future needs. They anticipate how the customer’s needs will change and plan accordingly.

Developing a brand that identifies you

Buyer ready businesses will have name recognition in their market (and a reputation that follows). It takes years and years to develop a recognized brand and businesses that are ready to sell will have been doing so from day one.

Sustainable Future

Buyers aren’t acquiring your past, they are buying your future. They are looking for signs to show that your future earnings can be grown beyond internal projections. A buyer ready business will know this and document plans to create growth.

Develop revenue streams that are recurring

Businesses that are ready to be sold look for revenue streams from guaranteed contracts, long-term customer relationships and product uniqueness to sustain their growth. Buyers look for revenue that will exist after the owner departs. Develop those sources of revenue and document them.

Assess and insulate your organization from future threats

Constantly scan the horizon to determine where the next threat to the market, industry and organization may come from. The more you can make your organization, products, and processes unique and innovative, the better you will be insulated from future threats. This will give buyers an added layer of confidence in the future.

Diversify your customer and supplier base

Having too much revenue generated by one client will be a concern to potential buyers. Be sure to look for new clients all the time. Similarly, you may find it convenient that most of your materials come from a single supplier. Buyers will be looking for a solid supply base that’s not overly dependent on a particular source or region.

Promote and reward your best innovators

Look for the innovators and risk takers in your organization and reward them for their ideas. Buyer ready businesses have a body of innovators in their midst that buyers will appreciate.

Owners of businesses that are ready for sale know exactly what buyers are looking for because they have been preparing their organizations to be buyer friendly from day one. If you decide that you want to exit your business, you need to make it ready to buy before you even think about that decision. To prepare your business for sale, you must position the company for sale internally, create a culture that looks outwardly and show that your future earnings are solid. By following these guidelines, you can be on track to creating a buyer ready business.

To find out more about how to make your business ready to buy, download Generational Equity’s free whitepaper ‘Building and Exiting a Desirable Business’ written by Generational’s President, Ryan Binkley.

Make an informed decision

The best decisions in life are informed decisions. We release educational business insights like this every week. Subscribe to make sure you don’t miss the latest news, views and analysis.


Success, you have been added to our list.

I must say that I have never worked with a more driven, competent and focused individual as Don Ho.
Jay Dinnison, Owner of Sharpe Mixers
I wanted to write you a quick letter to express our appreciation and our delight on the outcome of helping us through the process of our recent sale. We are very happy with the end result, and are very happy to be able to move forward with all of our future growth plans.
Terry D. Wickman, President, Keytroller
Generational Equity educated and informed us – so that we could be on the upside of a good decision (to sell).
Bil MacLeslie, CEO, ipHouse
Dear Chris and Andre, I just wanted to say thanks for all your help. Even though this process was not an easy one, it was comforting to know that I had a capable team standing beside me. You made me feel like we were almost your only client or at least the most important one. Thanks again, and I will recommend your service in the future.
Shenille Engelhart, Owner – CLS Technology
T.D., thank you so much! You are a great leader! I love how you are using your gifts and talents to better others. You are clearly a GREAT COACH! This 3 day session undoubtedly changed the future of our business, and very well may have been the sole catalyst to save my company, my health and my marriage! A genuine “thank you” from the bottom of my heart.
Bryan D. Horn, Owner, Over Under Clothing
We will highly recommend Generational Equity and Musa Jagne to any business owner about to embark on the same process.
Karen S. Williams, CFO, BW Manufacturing
Michael worked tirelessly, He followed every lead meticulously and urgently to make sure nothing was missed.
Robert Evans, President and CEO of Mealtracker Dietary Software
We knew it would be a difficult task to have someone really understand our business and our market, prior to researching a possible buyer, so it was imperative that we found someone of your caliber, with definite proven experience in this area.
Rick Nowak, President/CEO, Kurz Electric Solutions, Inc.
Tom Staszak is one of the most professional people I have dealt with in my last forty years of business. You’ve got a great group of people and you have built a truly professional organization.
Michael J Polarek, President, Paragon Packaging
I am pleased that I was able to work with Andrew Byrd throughout this experience. From the first meeting we had in Minneapolis I felt that I was in good hands. His knowledge and expertise is second to none. He guided the process consistently throughout. I feel lucky that I was pared with Andrew and could not be happier that I chose Generational Equity to handle this major life event. Thank you Andrew and GenEq for everything!
Eric Erlandson, Owner, Action Fastenings, Inc.
Generational Equity’s assistance was invaluable in compiling and marketing our business.
Bil MacLeslie, CEO, ipHouse
We were happy to see the interest in our company and what we cherished has not just a valuable company but an important company to the communities we served in.
Larry Moore, Owner, A Company Portable Restrooms
Greetings Mike. Thank you for the captivating and compelling presentation you made at the Phoenix presentation last week. Over many years in business yours was the most informative and well-presented presentation, on any subject, that I have ever attended! Your energy and enthusiasm combined with your concise and captivating support of your positions with easily understood examples and data was compelling.
Pete L.
The help you provided us during each step of this process made us feel very comfortable and confident we were selecting the right approach to transition our Company.
Andy Graham, Vice President, Modern Heating & Plumbing
I couldn’t have asked for a better team than Michael and Deborah. We couldn’t have done it without them.
Robert Evans, President and CEO of Mealtracker Dietary Software
I quickly recognized that Don was working for Sharpe Mixers above all else, and held our interests above others.
Jay Dinnison, Owner of Sharpe Mixers
Bruce and I wanted to take this opportunity to thank Generational Equity for assigning Musa Jagne to our transaction. In Bruce’s words, “Musa did one hell of a job for us!”
Karen S. Williams, CFO, BW Manufacturing
The process was much more involved than I expected and your help, experience and advice was a big factor in making the negotiations go as smoothly as possible.
Terry D. Wickman, President, Keytroller
Your wisdom and experience were invaluable to me during this once-in-a-lifetime transaction.
Ralph Noblin, President of Noblin & Associates
Thank you again for all your guidance and support. Any company will achieve what they intend, if they have you on their team!
Rick Nowak, President/CEO, Kurz Electric Solutions, Inc.
I need to say an immense thank you to Don Ho for his stellar work ethic, attention to detail, and tireless effort. Also thank you to the whole crew at GE! Without you, Don could not do such a phenomenal job. We were shooting for closing and funding before the end of 2020, due to the uncertainty of the political landscape and taxes. I am happy to report we closed last week and will be funding tomorrow.
Dr. Caty J. Catron PhD, RN, VA-BC – Owner, Vic The Picc, LLC
We thank you Eric and Generational Equity making our dream come true.
Larry Moore, Owner, A Company Portable Restrooms
I would like to thank you and your firm, Generational Equity, for being our valued advisors in our journey.
Bil MacLeslie, CEO, ipHouse
We are very happy with the end result, and are very happy to be able to move forward with all of our future growth plans.
Rick Nowak, President/CEO, Kurz Electric Solutions, Inc.
We are extremely pleased with the way Generational Equity handled the sale of our company. Your associates, Tom and Chris, did an outstanding job of getting us (me) through the process.
Michael J Polarek, President, Paragon Packaging
Thanks again Phil and feel free to have a future client call me if they would like a referral. You are a true professional!
Andy Graham, Vice President, Modern Heating & Plumbing