By Ángel Garrorena Crisóstomo, CEO at Lean Sales
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The search for businesses is not merely an exercise in prospecting; it is a competitive and methodical process requiring discipline, meticulous planning, and flawless execution. For the searcher, the commercial organization becomes the axis that ensures:
1/ Maximum Efficiency in the Process
With a limited search horizon, time becomes an invaluable resource. A well-defined commercial strategy, supported by specific processes, adequate resources, and clearly identified workloads, enables efforts to be prioritized toward high-potential opportunities. This approach optimizes every interaction and minimizes opportunity costs. Rather than adopting an indiscriminate approach, success lies in identifying and qualifying the right counterpart while personalizing the message for each scenario.
2/ A Persuasive Approach
Most target businesses are not publicly for sale. Therefore, the searcher must create interest where none exists by leveraging a strategy that includes diverse variables: a strong network of contacts, a coherent market message, and, of course, a value-driven approach that generates opportunities from the very first interaction.
3/ Trust and Credibility
Business owners do not sell their companies to just anyone. Convincing them that their legacy will be safeguarded requires establishing relationships built on trust and professionalism. This entails consistent and structured approaches, persistence in follow-ups, and the ability to craft a narrative that aligns with the values and aspirations of the owners and management teams.
Commercial Methodology: The Science and Art of Sales
While intuition and social skills are valuable, success in this model demands a structured methodology to maximize results. The pillars of an effective commercial organization include:
A/ Market Segmentation
Clearly defining criteria to identify target companies—such as size, sector, geographic location, business model, leadership teams, growth potential, revenue volumes, and distribution channels—enables a focused approach. This allows resources to be concentrated on the most promising prospects.
B/ Pipeline Management
Utilizing tools such as CRMs to document processes and interactions, track progress, and prioritize opportunities is essential. Just as any professional sales team operates, an organized pipeline ensures activity across different stages of the funnel, from the initial contact to deal closure.
C/ Discipline in Follow-Up
The search process may extend over months or even years. A well-defined strategy ensures no contact is lost and relationships progress toward successful outcomes. This includes structuring each interaction with clear objectives, from the initial introduction to final negotiations. The path to success comprises many incremental steps.
D/ Metrics for Control
Monitoring key indicators is critical: number of contacts made, meetings scheduled, progress in negotiations, and deals closed. These metrics not only evaluate performance but also allow for real-time adjustments and prioritization systems based on partial results.
Parallels with Successful Commercial Teams
Across industries, the most successful sales teams share a common trait: they work with clear objectives, defined processes, and well-structured roles. From initial marketing efforts to closing deals, every activity is designed to advance through the sales funnel.
A searcher who adopts this commercial mindset will not only optimize their resources but will exponentially increase their chances of success. Much like selling a product, convincing a business owner to sell their company requires presenting a strong value proposition and a message that resonates with their expectations and aspirations.
Conclusion: From Search to Execution
The path to a successful acquisition is not a game of chance but the outcome of meticulous planning and flawless execution. The searcher’s commercial organization is not just a complement—it is an essential component for turning opportunities into concrete agreements.
For professionals aiming to steward the legacy of the businesses they seek to acquire, investing in a well-designed commercial strategy is not optional—it is the key to transforming vision into tangible reality. The journey begins with the searcher convincing the market of their ability to lead, execute, and preserve the entrepreneurial legacy.
Ultimately, the success yet to be written will reflect a bold vision, an impeccable strategy, and the mastery to persuade and lead. It is this unique combination of skill and determination that will shape the future story of the entrepreneur.
