Sellers Love Talking Growth- Buyers Want Proof

Many business owners love to talk about growth potential when they’re preparing to sell- but while it’s definitely important, it often doesn’t carry the weight they think it does in the eyes of a buyer.

Here’s why:

Why Sellers Emphasize Growth Potential

Owners often feel personally tied to the business and see all the ways it could expand- new locations, more services, a bigger online presence. Talking about growth potential is a way to justify a higher asking price and position the business as an exciting opportunity.

And sure, buyers want upside. They're attracted to future promise. It's part of the story that sells the deal.

Why Buyers Often Discount It

But here’s the catch: buyers don’t pay for potential—they pay for performance. They want to see clean books, strong current cash flow, solid systems, and minimal dependence on the owner.

Buyers hear about "growth potential" from every seller. It’s expected, and it’s often vague. Unless that growth is:

• Already in motion

• Backed by data

• Tied to a replicable system

…it’s just noise.

Think of it this way: a buyer might appreciate that there's room to grow, but they're not going to pay more unless that growth is demonstrated- not just imagined.

What Sellers Should Do Instead

When discussing growth, sellers should:

• Ground it in facts (“We added 10% more clients this year after launching an online campaign”)

• Show how systems and team capacity support growth

• Highlight recent trends that prove the business is on the rise

In short: it's okay to talk about potential. Just don’t expect buyers to fund your vision- they’ll pay for what’s already proven.