Most buyers aren’t buying “potential”. They’re buying certainty. One question drives almost everything:
If the owner steps away, does the business still perform?
Here’s what buyers actually care about.
1) Recurring / repeatable revenue
They want revenue that comes back without constant hustle.
Signals: repeat customers, service agreements, steady lead flow, consistent months.
2) Low owner dependence
If you are the salesperson, operator, and manager, the buyer is buying a job.
Signals: staff can quote, deliver, and manage customers without you; clear roles; documented processes.
3) Low customer concentration
One big customer = one big risk.
Signals: top customer isn’t a huge % of revenue; contracts where possible; diversified lead sources.
4) Solid, explainable margins
Profit matters, but “clean profit” matters more.
Signals: tidy books, realistic wages, reasonable add-backs, stable margins over time.
5) Simple systems
Not fancy software — just repeatable operations.
Signals: quoting checklist, scheduling process, invoicing routine, basic KPIs.
What matters less than sellers think
- “We’re busy” — busy can mean chaos. Buyers want predictable delivery.
- “Great reputation” — good, but they want proof it transfers beyond the owner.
- “Massive potential” — buyers pay for what’s proven, not what’s imagined.
- “Lots of equipment” — cash flow is usually valued more than gear.
Quick takeaway
Buyers pay more for lower risk. Reduce owner dependence, customer concentration, and messy financials, and your business becomes easier to buy, easier to finance, and easier to sell.
