Generally, a trade sale buyer will be looking either for:
a business from which to earn a living (and make a capital gain); or
an investment from which to earn a return, either on its own or to add to an existing operation.
Those who are primarily looking to make a living from the stand-alone business are usually considered to be financial buyers, whilst the investors with wider aims are usually considered to be strategic buyers.
From the seller’s point of view the key issue is to discover what particular aspects of your business will assist buyers to achieve their aims. For example, is it your particular products that a strategic buyer wishes to add to his existing business that will make your business attractive to him, or your customer base, or the geographic area in which you operate?
