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Selling A Business Online - Advertising Tips For Sellers And Business Brokers


It is estimated that over 70% of all California small businesses for sale that are put on the market by business owners, agents, and business brokers have a difficult time selling a business because they don't utilize the proven advertising and marketing concepts outlined below.

Writing an effective ad to sell a small to mid-sized California business takes a little more time in the beginning but will pay off in the end - I hear it all day long on the phone from successful advertisers (business owners, agents, & brokers)!

If you are a business owner and having a business broker sell it for you make sure you select a business broker that understands these concepts. If you are a business owner selling a business by utilizing the information below, and utilizing my TIIC Method of selling a California business your chances of selling increases to over 90%.

When writing your ad to sell your business remember to utilize good grammar, spell all words correctly, and most important - put enough information in your ad so when qualified, potential business buyers phone you to inquire about your business they can move to the next steps in the buying process instead of asking you hundreds of questions!

Make it easy for potential business buyers to contact you. Be sure to include ALL phone numbers (including cell) and email addresses where potential buyers can reach you immediately. Make sure you call or email them back promptly (within 3 hours).

I have found that there are three very important items when advertising or marketing a California business for sale:

1. More text is better than less.

2. Writing detailed text is important (see info below).

3. High intensity exposure is critical for a quick sale - consider the BizBen Fast Track advertising program to maximize your ad's message.

Make sure you input the city and county field (if confidentiality is not important) - in your BizBen ad - you will get triple the exposure on searches! Also if you know your businesses adjusted net income and revenue figures (asking price and down payment) include this info, don't make buyers have to call you to get the information.

Hiding information and making the buyer call you to "try and sell them once you get them on the phone" is ridiculous - give them as much information up front - that way when potential buyers phone you, you'll know they'll be 80% pre-qualified based on the information you gave in your well crafted online ad.

Below is some example text that has been used successful in advertising businesses for sale in the past on BizBen.com:

the reason for selling is ..., no experience necessary, seller Will train, seller training consists of, high visibility, located in great area, highly desirable area, lifestyle type business, profitable, high adjusted net income, adjusted net income is derived by ..., successful, stable client list, Short hours, absentee owner, partial absentee owner, help run, well maintained, great neighborhood, real estate available, real estate included, great rent for area, long lease, lease is renewable, great visibility, increasing income, stable growth, great parking, safe area, excellent layout, perfect for owner/operator, perfect for family operation, high volume, computerized, years established is ..., number of employees includes ..., key manager in place, long time employees, management in place, little competition, busy street, ample parking, lifestyle business - work and play in this location ..., profitable, can increase profits by, potential to grow by ..., newer equipment, list of equipment available, great part-time business, no inventory or receivables, excellent tax advantages, recession resistant, plenty of parking, rent is ..., rent includes ..., lease expires ..., owner is moving, owner is motivated, selling due to health reasons, hours of operation ..., state of the art equipment, SBA loan prequalified, great books and records, package ready for due diligence, owner training, complete tax returns ready, high sales season coming, successful, turn-key

In the body of your ad, talk not only about the business but also about the geographic area the business is located in. Describe the school system, the growth patterns etc. If your business is located in a desirable area to live write about it, lifestyle businesses are hot now.

If your business has a stable, growing, or an impressive adjusted net income - that is a key selling point!  Describe how you derived that annual adjusted net income - or what line items it includes from the financials and tax returns. 

Remember buyers of small businesses are most interested in these items: location and specifics about the business, what the provable adjusted net income is, and opportunities for growth in the future. The more information you can give them about these items the higher probability you will get a better response to your ad on BizBen and sell your business.

Now go advertise your California business for sale and reach thousands of eager, motivated business buyers looking to buy your business!

About The Author: Peter Siegel, MBA is the Founder & President of BizBen.com and the BizBen Network of business buyers, business owners, business brokers, agents, and advisors. He provides professional assistance to business brokers, agents, and business owners in getting maximum response in their advertising & marketing efforts in regards to selling small to mid-sized California businesses. Phone Peter Siegel direct at 866-270-6278 to optimize your business for sale advertising.


Categories: BizBen Blog Contributor, BizBen News, How To Sell A Business, Selling A Business



  Helpful Resources To Assist In Selling And Buying California Businesses
Elizabeth McGovern: Escrow Services - SF Bay Area

McGovern Escrow Services, Inc., is a leading independent escrow company. We are a trusted partner with our clients, assisting them through the tangled bulk sale & liquor license transfer process. We provide attentive, quality & innovative customer service. Phone Elizabeth McGovern at 415-735-3645.

Ranvir S. Sandhu, Esq. - Legal Services For Buyers And Sellers

I've worked at top Bay Area law firms and have extensive experience with business entity formation, mergers, dissolutions, conversions, employment matters, including experience in reviewing and negotiating transactional documents such as leases and purchase agreements.

Brad Steinberg, Broker - Laundromat Specialists

PWS is the leading laundromat broker in California. Since 1968 PWS has brokered over 2,500 laundromat sales. With over 90 employees dedicated to the coin laundry industry, PWS has 18 licensed agents, a 3 person in-house finance department, 10 service technicians and a 20 person parts department.

Willard Michlin, CPA, Certified Fraud Examiner, Due Diligence Services

Willard Michlin, CPA #106752, offers buyers step by step training & assistance in doing Due Diligence Services when they are thinking of making an offer, or are in process of investigating a business purchase. He helps to determine the actual net profit even when there is cash. Call 805-428-2063.

Joe Sandbank, Esq. - Legal Services

I have provided legal counsel to business buyers, sellers and brokers for over 17 years. With prior experience as a business broker and SBA loan officer, Joe brings both a practical and legal approach to all aspects of the business acquisition process.

Helen Yoo: Escrow & Bulk Sale Services - Southern California

New Century Escrow, Inc. is a fully licensed & bonded independent escrow company. Over 20 years combined experience in handling bulk escrow transactions. Multi-lingual staff that speaks your language, including Korean, Chinese, Vietnamese. Call Helen Yoo direct at 626-890-1151.

Janet Carrera - Escrow & Bulk Sale Services - SF Bay Area

Redwood Escrow Services, Inc. is a full service, licensed independent escrow company. We are EAFC Fidelity bonded, fully insured & licensed with the Department of Corporations. Committed to offering our clients the most comprehensive variety of escrow services available. Phone Janet at 510-247-0741.

Diane Boudreau-Tschetter: Escrow And Bulk Sale Services

California Business Escrow, Inc. is a full service independent escrow company serving all of California and has expertise in a wide range of escrows. Our team prides itself on providing an exceptional escrow experience. For more info phone Diane Boudreau-Tschetter at 888-383-3331 or 209-838-1100.


  Related Articles, Events, Blog Posts, Discussions, Videos, Interviews
What Is The Typical Business Broker Fee For Sellers And Buyers? Who Pays It?

Was just asked the question from a business owner what the "typical commission" amount is for a broker or agent and if upfront fees are common? Thought this might be a great Discussion topic on BizBen for both business owner/sellers and potentially for business buyers (buyer representation).

How Many Months Should I List My Business With A Business Broker?

It's important to remember that selling a business takes time. Unlike selling a house, which can be sold relatively fast, a business can take up to six months to a year to sell. Joe Ranieri (Orange County Business Broker) at 714-292-5448 explores this topic from a Business Brokers perspective.

Unreported Income: Should Sellers Disclose Unreported Cash To Buyers?

Should owners who offer a business for sale reveal to prospective buyers any income that is not recorded in the books? This is a controversial topic with arguments both for and against. Most business sales intermediaries believe if you don't pay tax on it, you can't claim it. Some sellers disagree.

Buyer Beware: Does A Company's Culture Effect The Sale Of A Small Business?

When purchasing a small to mid-szied CA business, there are a many items to evaluate. One area that is often overlooked is the business's office culture. Peter Siegel, MBA with BizBen discusses with business buyers the importance of understanding how the business "feels" on a day-to-day basis.

How To Determine Whether The Buyer For Your Business For Sale Is Sincere

A problem owners encounter when offering a CA business for sale is that not all so-called business buyers are qualified to make the purchase. It's frustrating and costly to waste time showing non-qualified buyers the business. Here are ways to identify time wasters so the focus is on real buyers.

I am Buying A Business: Should I Buy The Property As Well? A Good Decision?

There are advantages and disadvantages to owning commercial property. Here are a few questions to ask when it comes to deciding whether or not to buy the property along with the business. Peter Siegel, MBA with the BizBen ProSell Program reviews this issue with potential sellers and intermediaries.

What Factors Are Considered In Valuing A Small Business? Advisors Weigh In

Valuing a small business is not guess work. It's not what some other businesses of the same type may have or may not have been sold for, it's not even what a business owner "feels" they want or deserve. It is a formula based on many factors. Peter Siegel, MBA from BizBen & others discuss this topic.

Tips When Using Escrow Bulk Sale Services When Buying Or Selling A Business

The final part of the business for sale transaction is the escrow and bulk sale process by Peter Siegel, MBA (Business Purchase Financing Expert, ProBuy & ProSell Program Advisor) answers questions and describes the escrow and bulk sale process. Peter can be reached direct at 866-270-6278.

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