The Famous “Obvious” Buyer

Many entrepreneurs start their sales process with clear ideas about who might acquire their business—often competitors, long-standing business partners, or strategic investors with whom they already share trust. These assumptions initially seem plausible, given existing relationships and perceived synergies.

Yet reality often tells a different story: most deals ultimately close with entirely different buyers.

Why? Because the presumed “obvious” buyers may lack immediate interest, have different strategic priorities, or simply lack necessary resources. Focusing too early on these buyers can waste valuable time—and risk missing out on other promising opportunities. Worse, if initial contacts withdraw, you’re left with no backup plan.

A structured sales process broadens your view to new buyer segments—such as financial investors, international buyers, or strategic players from different industries. These groups, often underestimated, can make compelling offers. Keeping an open mind and following a systematic process is crucial.

Experience shows: the best buyer is rarely the one you initially envisioned. Embracing a broad, professionally managed approach increases the chances of a successful outcome—and of finding the truly right buyer.