Mergers & Acquisitions Advisory

A Neumann & Associates, LLC

October 12, 2023

Proper Buyer Marketing & Pre-Qualification

By Karin Neumann

marketing for selling a business

In the world of mergers and acquisitions (M&A), success hinges on the ability to connect the right buyers with the right sellers. The lack of access that business owners have to a pool of qualified buyers is significant, making it difficult for an owner to get the highest possible price for their company. A professional M&A advisor has access to market data and a large competitive pool of buyers to help owners maximize their exit price. An M&A advisor will take a significant burden off the owner by facilitating all the key activities of the transaction and to allow the owner to stay focused on running the business.

There are different ways to reach out to potential buyers:

  • Posting the business on major business-for-sale websites in a non-divulging fashion, never releasing the company’s identity.
  • Extracting relevant buyers out of a proprietary database and reaching out via direct email campaign; professional M&A advisors invest significant time in cultivating these relationships and tracking their investment criteria, so they know exactly who is interested in what types of investments and which ones are good partners for a seller.
  • Identifying potential buyers or competitors through additional market research and contacting them via more traditional means like mailers and email campaigns.

Once an investor responds to an advertisement and requests additional information, the buyer will need to provide a set of pre-qualification documents containing a Non-Disclosure Agreement, an Investor Profile & Management Experience as well as sufficient proof of funds.

Buyers who refuse to complete the pre-qualification documents are usually not serious buyers and there is no reason to waste time with them. Any investor who is looking to buy a business should expect to be pre-qualified and should have the information readily available.

Why is the buyer pre-qualification so important?

  • Enhanced Confidentiality: By not adequately screening investors and disclosing the seller’s identity to a wide number of investors, confidentiality can be breached with negative impact on the business.
  • Time and Resource Efficiency: Only buyers who have a clear interest and the ability to execute a deal should receive the Confidential Memorandum; usually one third of pre-qualified investors will ask for an introduction with the seller; if buyers aren’t sufficiently screened by the advisor, the seller will be pulled into a time-consuming process instead of focusing on running the business.
  • Higher Success Rate: By only engaging qualified and genuinely interested buyers, the probability of completing the deal increases significantly.

The advisor will review the information provided with focus on the following areas:

  • Financial Capacity: The M&A advisor must rigorously assess a buyer’s financial capability to complete the transaction; does the buyer have sufficient cash/assets available for the down payment and working capital? Is there sufficient collateral for bank or seller financing? Has the buyer already received pre-approval from a lender? Does the buyer have investors supporting the acquisition and if so, did they provide sufficient documentation?
  • Management/Industry Experience: Does the buyer have any experience in the industry or have they held any managerial positions in the past? Are they planning to run the business themselves or do they intend to keep the current management? These questions are especially important when bank financing is involved;
  • Acquisition Experience: has the buyer made any offers or managed any acquisitions in the past and do they understand the process from pre-qualification to closing?

Only a successfully pre-qualified buyer will receive the Confidential Memorandum – disclosing the seller’s identity and providing detailed information about the business. If the buyer shows further interest, the advisor will schedule an initial call, and if the buyer seems to be a good fit, the advisor will schedule a call/meeting with the seller to discuss the operation. Subsequently, if the buyer is ready to move forward with the acquisition, they will issue an offer to purchase or letter of intent.

If multiple offers are being made by different investors, the advisor will prepare an overview for the business owner to outline the differences between the offers (qualitative and quantitative) and support the seller to choose the best offer.

In sum, the proper buyer pre-qualification is absolutely crucial in saving time for the seller, to avoid any compromising of the business’ confidentiality and to increase the likelihood of successfully completing a deal.

About A Neumann & Associates, LLC

A Neumann & Associates, LLC is a professional mergers & acquisitions and business brokerage firm having assisted business owners and buyers in the business valuation and business transfer process through its affiliations for the past 30 years. With an A+ Better Business Bureau rating, the company has senior trusted professionals with a deep knowledge based in multiple field offices along the East Coast and has performed hundreds of business valuations in its history. The firm’s competitive transaction fees are based on successfully completing transactions. For more information, please contact A Neumann & Associates at 732-872-6777 or

Leave a Reply

Your email address will not be published. Required fields are marked *

Any questions? Please contact us at 732-872-6777
Call Now

Client Testimonials

“I had been in touch with Karin and Gary from A Neumann & Associates regarding some opportunities and was looking forward to meeting with them. Hence, when they organized a seminar in Princeton, NJ, I was quick to sign up. The seminar was very informative as the team walked the attendees through various scenarios and referenced real life buying/selling situations they had been through. The sessions by Gary, Karin and Achim were crisp and focused and brought clarity to potential seller and buyers. I strongly recommend the team and look forward to continue working with them.”

Gaurav Tyagi

“Thank you for your Event on "How to value, Sell, and Buy A Business for Maximum Profit" and the insight into ANA’s approach on what is involved in the Business Exit for sellers. Garys Hervieiou's "Business Valuation", Achim's "Deal structure" presentation and Karin’s "Preparing the Package" are real street knowledge shared. They answered attendees questions which makes it more interesting for learning from others. Great for small businesses like us. The presentations were totally worth our time and travel for the event to Princeton, NJ from Rockville MD. Ravi Bhutani, President, CIPS”

Ravi Bhutani

“Gary, this is to thank you for an excellent job done in selling our business. We could never have done it without your professional expertise, dedication and time put in without reservation to make it happen. We will gladly and highly recommend you to anybody in our position.  It was a pleasure to work with you.”

Pat Iammatteo, Owner

“Your vetting is simply outstanding, among the best I've seen from a broker.”

Eric H., Investor

“I recently contacted A. Neumann and Associates about getting a valuation of my business done. I spoke with Marc, who explained the process in detail. After meeting with Marc in order to get a clear understanding of my business, and what I was hoping to accomplish. His patience in answering all my questions and his knowledge of the proper way to market my business gave me great confidence that this is the firm I will be using to sell my business for max value. Working with Marc at A Neumann & Associates was very easy and professional. I did not know all that was going to be involved in selling my business but they helped me through the process. What I thought was going to be a just another one of those pushy sales companies was just the opposite. Polite, knowledgeable, and a pleasure to talk to and deal with. I highly recommend this firm to anybody who wants to sell now or down the road. Marc not only knows his stuff, but actually is a real nice guy.”

Double Diamond

“Used A Neumann & Associates to sale my business. could not imagine having done it with out the patience and experience Gary provided. Thanks Gary,”

Dennis Frazier

“Working with Marc and his company was a pleasure. What I thought was going to be a just another one of those pushy sales companies was just the opposite. Polite, knowledgeable, and a pleasure to talk to and deal with. Marc handled most of the interaction and he has one of the greatest demeanors. Again, it was a pleasure working with him and his firm.”

Douglas DiCeglio

“I recently completed an acquisition using A Neumann & Associates. Tony Valentino was very helpful and accessible during the entire process. They do a thorough job vetting both parties and got us to the finish line.”

Srini Mudambi

“Claus out of Florida helped us with the sale of our business. We had never done anything like this and him and his team walked us through the process from start to finish. We had some challenges through the process and Claus continued to show up even in the difficult conversations.”

Colby Harris, Co-Owner, Del Mar Designs

“Claus Madsen thoroughly helped us with selling our company. From the 1st introductory meeting explaining to us what was possible, to providing us with resources to assist with the sale. Claus was invaluable throughout the whole sales process. Claus was with us every step of the journey and always made himself available for any questions or issues that came up along the way. If you are interested in selling your business, I encourage you to reach out to Claus and the ANA team so that they can let you know what’s achievable. These guys will make it happen!”

Ron Harris, Co-Owner and Vice President, Del Mar Designs
view all testimonials

Contact A Neumann & Associates, LLC

If you are considering selling your business, please contact us to learn more about our comprehensive service spectrum. Our experienced professionals will answer all your questions about selling a privately held business in complete confidentiality. Please fill out our contact form, or call us at 732-872-6777. We will contact you directly and will never identify ourselves to your employees.

call us now
Contact Us for a Free, Confidential Consultation

Experienced M&A Advisors available

Full Name
Email Address
Phone Number