What sellers often miss
Many owners believe the purpose of a CIM is to persuade buyers. In reality, its purpose is to credibly inform buyers. Sophisticated acquirers become suspicious of marketing materials filled with unsupported claims, exaggerated projections, or vague descriptions. Strong evidence is more persuasive than strong adjectives.
The takeaway
The best sale processes are built on credibility. Every assertion about the business should be supported by data, documentation, or demonstrable results. Buyers do not pay premium valuations because they hear a compelling story. They pay premium valuations because they believe the story is true.
Illustrative, not your deal. Where the book uses dollar figures, they are there to show how something works, not to describe your business. Your banker, your accountant, and your attorney will put real numbers to your own situation. Full note.
Terms this chapter uses
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