VERTESS Answers: Why Do I Need to Market My Company to Buyers?

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by David Purinton, CM&AA, VERTESS Managing Director

If you own a healthcare company, you are probably receiving inquiries from interested buyers. We view this as buyers marketing themselves to you. At VERTESS, we emphasize the importance of clients marketing their company to buyers as a key step in securing the eventual right buyer and partner.

With potential buyers coming and marketing to you, why should you put in the time and effort to market to potential buyers? 

To answer this question, it’s helpful to take a step back and understand the current market for sellers and buyers, specifically focusing on the lower middle market. This market has the vast majority of operating companies since most companies have under $150 million in enterprise value, as the following chart represents:

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