c Benchmark International How to Appeal to the Broadest Range of Buyers when Selling Your Company

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Cómo atraer a la mayor cantidad de compradores posibles al vender su empresa

Al vender su empresa, tratar con los distintos tipos de compradores presentes en el mercado actual es a la vez una maldición y una bendición. Es una bendición en el sentido de que los aspectos de su empresa que pueden no resultar atractivos para un determinado tipo de comprador pueden resultar atractivos para otros tipos de compradores, o al menos no ser un problema para ellos. Pero hay cientos de maldiciones diferentes que casi contrarrestan este gran beneficio. ¿Qué priorizan los distintos compradores? ¿Cómo puede atraer a dos o más tipos diferentes de compradores al mismo tiempo? ¿Cómo gestionan los distintos tipos de compradores sus procesos de toma de decisiones? ¿A qué tipos de compradores debería dirigirse? ¿Cómo puede saber siquiera con qué tipo de comprador está tratando?

En un mundo con un solo tipo de comprador, el proceso de venta de una empresa se simplifica enormemente. Es posible que a todos les guste escuchar la historia de la empresa de la misma manera. Es posible que analicen los estados financieros de la misma manera. Es posible que todos operen en el mismo cronograma con las mismas variaciones estacionales. E incluso es posible que se los encuentre en el mismo lugar de vez en cuando. Pero lo que actualmente impulsa la solidez de los mercados de fusiones y adquisiciones es, de hecho, el desequilibrio entre el número de compradores y el número de vendedores en el mercado. Y esto, a su vez, se debe en gran medida a la creciente diversidad de tipos de compradores que ahora compiten entre sí por esa oferta limitada de oportunidades.

En el mercado actual, una de las peores decisiones que puede tomar un vendedor es dirigirse únicamente a un tipo de comprador o, peor aún, ejecutar un proceso que excluya expresamente a uno o más tipos de compradores. El éxito de cualquier proceso de venta actual depende de un enfoque de marketing mucho más sofisticado que el de hace una década: uno que capte el interés de todos los grupos de compradores simultáneamente y los entusiasme con la oportunidad de investigar más. El primer paso para aprovechar esta evolución es identificar las fortalezas, debilidades y prioridades de los distintos tipos de compradores. Este seminario web comenzará con este análisis y luego pasará rápidamente a las estrategias para aprovechar las distintas características de los compradores.

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