Humanising the Deal: Building Trust with Business Sellers Through Personal Branding

In business acquisitions, numbers often take centre stage. Financial metrics, valuation models, and due diligence reports drive the negotiation process. 

However, a crucial element often gets overlooked – the human element. Selling a business is a deeply personal decision for owners who have poured their heart and soul into their company, often over many years. It may have supported their family or provided them with jobs, and they may care deeply about their employees. Building trust with these sellers goes beyond cold, hard facts. It requires a touch of humanity – a connection that transcends spreadsheets and fosters a genuine understanding.

Why Personal Branding Matters

Here’s where personal branding comes in. The world of acquisitions is shrouded in misconceptions and even genuinely caring business buyers can be tarred by the negative perceptions.

Without doubt, your potential sellers and business brokers will research you.

A strong personal brand positions you, not only as a credible business buyer, but also as a relatable and trustworthy individual. It allows sellers to see the person behind the title, someone who values their hard work and understands the emotional weight of selling their legacy.

What if you’re a first-time acquirer?

I know from experience that business buyers find this tricky. But don’t worry! There are ways to tailor your profile to leverage the experience you’ve built over your career to date. Who you are and your values as a buyer are more important. It’s a cliché, but it’s true; people really do buy people.

Focus on your transferable skills which are relevant to acquisitions. Mention instances where you’ve successfully negotiated contracts or deals in previous roles or highlight experience with financial modelling, budgeting, or analysing market trends.

Showcase your project management skills and your ability to plan, organise, and execute complex projects. If you’ve had experience expanding your previous employer’s reach or market share, highlight it. Whenever possible, quantify your accomplishments in previous roles and use numbers and data to showcase the positive impact you’ve made.

Authenticity is Key

Your personal brand isn’t about creating a perfect, fictional persona. It’s about showcasing your genuine personality, values, and experiences.  Are you passionate about innovation?  Do you have a background in helping businesses grow?  Do you have expertise in a particular sector? Share your story!  Let sellers see the human side of the acquisition process, and position yourself as someone they can connect with and feel confident making a deal with. If you try to fudge this, you’re building a relationship on shaky foundations. Be straight from the start and people will appreciate your integrity.

Building Connections Through Content

Not everyone enjoys social media or marketing. I know business buyers who hate it! But having a strong online presence is critical for establishing your brand and for building your credibility. This includes building a professional website, creating social media profiles, and leveraging online platforms to showcase your expertise and engage with potential clients.

Content marketing can play a vital role in building your personal brand – but only if you’re being true to yourself. If you’re doing it through gritted teeth (and I get that some people do find it a chore) it will come across in your content. AI can help you if you want to improve your skills (see this post on how AI can improve your writing) but try not to rely on AI too heavily. ChatGPT is smart, but it’s not you.

If you enjoy creating content, craft blog posts, articles, or even video content that showcase your expertise in acquisitions, and don’t be afraid to inject some personality.  Share your industry insights, discuss challenges faced by sellers, and offer your unique perspective.

Show Empathy & Understanding

Showing empathy and understanding is a crucial part of personal branding for business buyers because it builds trust – a core element of any strong personal brand.

By acknowledging the emotional aspects of selling a business, you go beyond the typical image of a cold, numbers-driven negotiator. You show how you’re a compassionate individual who respects the seller’s hard work and emotional investment.

Many sellers have dedicated years to building their business. Tailoring communication and demonstrating respect for their legacy shows you value their contribution and aren’t just focused on financial gain. This fosters a more collaborative and transparent environment for negotiations. Plus, sellers are more likely to trust someone who “gets it” and can have a genuine conversation about the emotional weight of the decision.

The Power of Storytelling

Human beings connect through stories.  Use case studies to share success stories of past acquisitions if you have them. Don’t have past acquisitions? Focus on the “Why” and share your personal story. Explain what motivates you to become a business buyer. What do you hope to achieve by acquiring companies? Highlighting your passion and vision can resonate with sellers.

Use your story of other career successes to showcase the values you bring to the table as a buyer. Are you committed to employee well-being? Innovation? Sharing your values helps sellers understand if you’re a good fit for their company culture.

Even as a first-time acquirer, you can tell a story about the future of a company you’d like to acquire. Discuss your plans for growth, innovation, and expansion. This demonstrates your forward-thinking approach and commitment to the success of the business.

One business buyer in my network has acquired his first business and is looking to acquire again. He’s been sharing his post- acquisition story on LinkedIn, in a human way which reflect his personal warmth. He’s talked about the highs and lows, the challenges and the surprises he’s uncovered during the transition process. He’s not a marketer, but he’s found his voice and comes across as beautifully authentic.

Storytelling is about creating a compelling narrative.  By sharing your own journey, using relevant examples, or painting a picture of a positive future, you can still harness the power of storytelling, even as a first-time acquirer.

Building Trust Through Consistency

Developing a strong personal brand takes time and consistent effort.  Maintain a consistent voice and message across all your online platforms – your website, LinkedIn profile, and social media presence.   Actively engage with sellers if you’re approached, answer their questions, and participate in relevant industry discussions.

Humanising the deal doesn’t diminish the importance of numbers and strategy.  But by creating a strong personal brand and building trust, you can foster a more positive and collaborative experience for sellers – one that benefits everyone involved.

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See you soon

Wendy