Ask The Expert

Do you have a buyer database?

There is a common expectation that firms have a database of buyers to tap in order to sell a company quickly. However, this idea can be misleading. The notion of a database of buyers as a sales tool is often overstated and exaggerated. In fact, very few buyers are generated from a firm’s list of contacts since few firms actively market to their database beyond sending out mass emails with a list of their businesses for sale. They may send updates about all of their active listings, but this is not the same as one-on-one targeted marketing. The best way to sell any business goes well beyond any static listing of names in a database.