If one of your objectives is to get your best price, then you need to consider who your likely buyer may be and have marketing strategies to target this group. There are many reasons people choose to buy a business. When selling your business - put yourself in the buyer's shoes and find out what they will be looking for; these factors will need to be incorporated in your advertising, if not by you then by your Business Broker.
Who is your business most likely to appeal to? What will they be looking for, how much are they likely to be willing to spend? What's important to them; the numbers, status, lifestyle, hours? You will need to spell out the value of the key attributes contained in your business in terms that are important to your buyer! After all, at the end of the day your business is only worth what someone is willing to pay.
How to Build a Marketing Strategy for Your Business Sale
1. Profile your ideal buyer
Before you spend a dollar on advertising, define who your business is most likely to appeal to - the numbers-driven investor, someone chasing a lifestyle change, or a trade buyer wanting to expand. What they value should shape your ad copy, your Information Memorandum, and where you choose to advertise. Ultimately, your business is only worth what a genuinely interested buyer is willing to pay.
2. Decide whether to use a business broker
A broker can manage your marketing, buyer database and negotiations for you - useful if you don't have the time or expertise to do it yourself. See Why Use a Business Broker for what to look for and how to evaluate one.
3. Prepare an Information Memorandum
This document sets out your business's key features, benefits and financials in persuasive, summary form. It's your core sales tool - the thing every serious inquiry will be judged against - so it needs to speak directly to the buyer profile you defined in step one.
4. Build a marketing plan - and budget for it properly
A plan sets out how you'll create interest and attract the right buyers, including Ad Copy, an advertising schedule and the mediums you'll use. Many sellers underestimate what proper marketing costs and treat it as an afterthought rather than a genuine cost of sale. Budget for quality advertising, a well-prepared Information Memorandum, and - if you're using one - your broker's marketing spend, upfront. Underspending here is one of the most common ways sellers quietly limit their own sale price.
5. Target the right channels
Two or three mismanaged ads in low-traffic or poorly targeted mediums won't cut it. For a full breakdown of which channels work best for which buyer types, see Advertise to Target Your Business Buyer, and for making your ad itself stand out, see Ad Images for Better Business Sales Results.
6. Time your campaign around market conditions
When you launch matters almost as much as how. Avoid launching a campaign in the run-up to Christmas/New Year, when buyer attention drops off and inquiries stall until mid January. School holiday periods can have a similar effect. Aim to launch when buyers have time and headspace to seriously consider an opportunity - typically mid-January to November - and build in enough runway before any personal deadline you're working to, since businesses can take longer to sell than owners expect.
7. Avoid the common pitfalls
Even a well-planned campaign can be undone by avoidable mistakes - see 7 Costly Marketing Mistakes When Selling a Business for the specific traps to watch for once your campaign is live.
Having a marketing strategy allows you to maximise your prospects while managing your marketing spend. Selling your business will be one of the most important things you'll do - you get a single chance to put a price on it, and market possibly years of effort - and once you sign the sales documents, it's over.
And with a little help from professionals, you'll be well on the way towards striking a deal that's right for you.
Frequently Asked Questions
How much should I budget for marketing a business for sale?
There's no fixed figure, but treat marketing as a genuine cost of sale rather than an afterthought - underspending on advertising and your Information Memorandum is one of the most common ways sellers limit their own final sale price.
When is the best time to start marketing a business for sale?
Avoid launching immediately before Christmas/New Year or school holidays, when buyer attention and inquiries typically drop off. Mid January to November generally gives buyers the time and headspace to seriously consider an opportunity.
Do I need a business broker to market my business effectively?
No, but a broker brings an existing buyer database, market knowledge and negotiation experience that can be difficult to replicate marketing a business privately - see Why Use a Business Broker to weigh up the trade-offs.
What is an Information Memorandum?
An Information Memorandum is a summary document setting out your business's key features, benefits and financials in a persuasive, buyer-focused format - it's the core document serious buyers will assess your opportunity against.
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Article Updated: August 2026.
By Richard O'Brien - NZBizBuySell
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