Chapter 5 Who Are Your Buyers?

Before you begin marketing your business, it makes sense to think about who the potential buyers for it might be. To begin, it’s important to understand that you are not looking to find a buyer for your business. Your mindset, right from the start, should be that you are trying to find two or more buyers for your business. I warned you that selling your business was going to take a lot of work! Finding the second buyer is as important as finding the first buyer, because your goal is to maximize the return from your sale.

Your mindset, right from the start, should be that you are trying to find two or more buyers for your business.

Having only one buyer is like holding an auction with only one person is bidding. ...

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