Myth 1: Facts and Figures Sell. It’s all about the Numbers
Financial Statements are important and a value of a business is derived from them. Unfortunately, too much emphasis is placed on showing facts and figures and not enough on the emotions behind what these facts and figures mean. People decide they want to buy based on emotional factors. Are you speaking to their values? Are you hitting on emotional triggers? Do you understand the thoughts, fears and desires of the people to whom you are speaking? That is what makes people want to buy. The facts and figures help justify the purchase and will help demonstrate the value of the purchase. Value = Benefits-Cost.
Myth 2: Find & Fill a Need
While there has to be a need in order for people to buy a business, the need alone doesn’t guarantee a sale. One of the biggest factors in people choosing whom they will buy a business from is the genuine passion of the person they are speaking to. You have to truly believe in what you are selling. The number one question from a buyer is, “If this is such a good business, why are you selling it?” They want to know that the seller still believes in the future success of his/her business.
Myth 3: Overcome Mental Chatter
We are all on the information highway and we get over 3,000 messages a day. That doesn’t include the messages we are constantly telling ourselves. You may feel as though you have to overcome that mental chatter and chatter louder and longer to get the attention of a buyer or a seller. The point is not to overcome that mental chatter, but rather to tap into it. Figure out what your counter party in this transaction is facing; what are the thoughts that are keeping them up at night? This will demonstrate to your client or customer that you truly understand.
Myth 4: Teach Them About Me and What I Do
Your marketing message is not about you or what you do. Your marketing message is about what your business owner or buyer is going through and what they desire to be, and/or do. What you do, as a Business Broker, is build a bridge to help them achieve what they need.
Myth 5: Get in Front of as Many People as Possible. It’s All About the Numbers
You can get in front of thousands of people and not get a single client. It’s not about how many people you talk to. It’s about talking to the right people about the right thing. This is why it’s so important to define the needs of a seller or a buyer : target audience + the challenge they are facing/solution you offer. Understanding your client and customer will help you describe their world and what they are experiencing.
Myth 6: Spread Your Message Across as Many Mediums as Possible
One of the biggest mistakes business brokers make when marketing is trying to do it all. You can’t, especially if you are a solo professional. Pick select marketing outlets, like bizbuysell.com to market the business for sale while developing a profile of a prospective buyer to seek for the business which is more conducive to success. Consistency is more important than spread.
Myth 7: They Need to See the Value
Yes, they need to see the value. But the emphasis should not be on THEY HAVE TO SEE but rather on WE HAVE TO DEMONSTRATE. It is our job to demonstrate the value of what we offer and justify the prices we are asking.
Myth 8: Speak to Your Target Audience as a Group
Although we reach many people through our marketing messages, they should be written and spoken as though we are talking to one person sitting across the table from us. Personalize your marketing. No one wants to feel like one of the masses. They want to feel unique and special. Speak to them as though they are.
Myth 9: Don’t Use Lingo
The issue here is really whose lingo are you speaking. Many industries have their own lingo. But this myth is about speaking in lingo in general. When speaking to your target audience, it is perfectly OK, if not preferable, to speak in their lingo, using their language. It helps them feel as though you are one of them and understand them.
Myth 10: The Intention of My Marketing Message is to Get a Client
It is important to ask yourself what is your intention with this marketing message? The goal is to get clients (sellers) and customers (buyers). A marketing message is meant to be the first step in developing a relationship. The relationship will end in clients and customers.