Five things you should emphasize when selling your business

July 16, 2025

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All business is sales, and few realize the ultimate sale you can make as an entrepreneur is of the business itself.

You’re marketing the entire company as the product. You need to prepare how you’ll talk about the company to sellers, because it’s very different framing to how you’ll talk about it with customers or employees.

Here’s five ways to position yourself in acquisition marketing to attract the best buyers.

Your Growth potential

Buyers aren’t just paying for what the business is, they’re paying for what it could be.

Spell out clear, tangible paths for growth of revenue and profit margin. This usually begs the question of “why don’t you do it?” which you should respond with a personal answer: your partner wants a different lifestyle, you’re retiring, you want to move to a different area or you’re ready for a new industry.

Show a credible path to more and the buyer will see a return on investment.

Your Systems

A business with solid systems is a sellable asset. You need to make sure the company doesn’t rely on you to function otherwise you’ll never be allowed to leave.

You should have SOP’s (standard operating procedures) for all your main business processes in the back-end.

In the customer front-end, you’ll need a solid CRM system to manage your leads and fulfillment. That’s where our partner Attio comes in:

Finally, a powerful CRM—made simple.

Attio is the AI-native CRM built to scale your company from seed stage to category leader. Powerful, flexible, and intuitive to use, Attio is the CRM for the next-generation of teams.

Sync your email and calendar, and Attio instantly builds your CRM—enriching every company, contact, and interaction with actionable insights in seconds.

With Attio, AI isn’t just a feature—it’s the foundation.

  • Instantly find and route leads with research agents

  • Get real-time AI insights during customer conversations

  • Build AI automations for your most complex workflows

  • Join fast growing teams like Flatfile, Replicate, Modal, and more.

The less hands-on you are with the company, the easier it is to sell it.

Your Recurring Revenue

Revenue that comes in automatically every month is gold to a buyer, especially private equity players. Whether it’s subscriptions, retainers, or recurring contracts, emphasize anything that reduces churn and stabilizes cash flow. Recurring revenue can double your EBITDA multiple because it’s seen as more reliable.

Your MOAT

What makes you hard to compete with? This could be brand, SEO dominance, exclusive partnerships, intellectual property, or switching costs. You need a moat around your castle to make it defensible, a strategic asset. A strong moat reduces perceived risk and boosts valuation multiples.

Your Technology

Lean on your unique tech or systems to build leverage in the negotiation.

Even if it’s not your proprietary technology, perhaps you’re the only company in your niche using a tool in a certain way, emphasize that in your pitch.

Custom software, internal tools like Attio, or data insights buyers can’t get elsewhere are compelling. Even better if they enable scale, improve margins, or create network effects.

You should think about all of these when composing your sales offers to buyers, and remember that as with all sales, preparation is key.

Want to know what buyers are looking for when evaluating a business?

Answer this free quiz and receive an exit-readiness score used by PE firms, Investors, and Strategic Acquirers.

Thanks for reading this week’s issue! Please let us know in a reply how we can help you get the exit you deserve.

Here’s to your next deal,

Unlocking Wealth Weekly