When business owners think about exiting their business, the focus often lands on timing
- Is the market right?
- Is the economy stable?
- Is now the right moment to sell?
But what buyers actually focus on is very different
In reality, a successful business sale is rarely about one single moment in time. It is the result of months or even years of preparation, often carried out quietly long before a business is formally put on the market.
A familiar scenario before many business sales
We regularly speak with business owners who believe they are close to being ready to sell. The business is profitable. Revenues look healthy. On the surface, everything appears fine.
But when viewed through a buyer’s lens, cracks start to appear.
Not dramatic issues. Not failing businesses. Just small but important gaps that increase risk and reduce confidence.
This is where many valuations begin to soften.
Buyers do not just buy profit
One of the biggest misconceptions about selling a company is that profit alone determines its value
In reality, buyers closely assess:
- How dependent the business is on the owner.
- How predictable and reliable the numbers are.
- Whether customer supplier and staff relationships are secure.
- How easy the business will be to take over and run.
If a buyer sees uncertainty in any of these areas, they price that risk into the deal.
That usually leads to one of three outcomes:
- A lower offer.
- More aggressive deal terms.
- A longer and more stressful sales process.
The quiet value killers in a business exit
In many presale reviews, the same issues appear repeatedly:
- Customer concentration where too much revenue depends on one or two clients.
- Unclear or inconsistent management reporting.
- Processes that exist only in someone’s head rather than on paper.
- Forecasts that are optimistic but unsupported.
- Decision making that flows entirely through the owner.
None of these problems stop a business from trading day to day. But during a business exit, they raise red flags. And red flags cost money.
Why exit planning changes the outcome of a business sale
Exit planning is not about rushing towards a sale. It's about preparing properly so that when the time comes, you are in control.
When preparation begins early, business owners have time to:
- Reduce reliance on themselves.
- Strengthen reporting and forecasting.
- Improve structure and documentation.
- Address risks before buyers discover them.
These changes do not just protect value. In many cases, they increase it.
This is why exit planning should begin long before you intend to sell your business.
Thinking like a buyer before you sell your business
One of the most effective shifts a business owner can make is to start viewing their company the way a buyer would
Ask yourself simple but powerful questions:
- Could this business run without me for several months.
- Would a buyer clearly understand how money flows through the company.
- Are risks obvious or well managed.
- Is the growth story clear and believable.
Answering these honestly often reveals where the biggest opportunities to build value are hiding.
How the BuiltoExitTM journey supports stronger exits
The BuiltoExitTM journey is designed to help business owners prepare early methodically and confidently.
Rather than focusing solely on the transaction it focuses on:
- Building a stronger business.
- Reducing buyer risk.
- Improving clarity and structure.
- Creating a business buyers want to pay a premium for.
For many owners the biggest gains do not come from dramatic changes but from fixing the quiet issues that would otherwise drag value down during a business sale.
If a business exit is on your horizon
If selling your business is something you see in your future even if it feels a long way off now is the right time to start thinking like a buyer.
Preparation is not a signal that you are selling tomorrow. It is how you protect choice value and confidence when the time comes.
To help business owners take that first step we have created a FREE guide Five Steps to Build a Stronger More Sellable Business. It highlights the areas buyers focus on most and where value can be unlocked with the right preparation.
If you want a clearer view of how ready your business really is for a future exit then download our FREE guide.