I’m talking to an owner who’s pretty darn proud of the fact he doesn’t do any marketing or have any sales effort because it’s all “word of mouth.” He tells me this knowing I know his friend (with the same type of business) in a noticeably smaller market that has two to three times the revenue he has.
My first thought was, maybe if you did some marketing, you’d be making more money, and more importantly, have a more valuable business. By his own admission, this owner spends a good amount of time working “In” the business. He’s working well under his pay grade when he does this and probably works more hours than he would if he grew the business.
Word of mouth is great, especially for businesses like mine where referrals are the platinum standard. But those referrals only come as the result of marketing. But for a more traditional B2B or B2C firm (like this one that sells to businesses, government, and consumers) there needs to be marketing plus some sales effort.
A salesperson should be calling on the businesses and government buyers letting them know about new offerings, building the relationship, etc. As consumers, what’s the first thing we do when we need a new product or service? Right, we Google it. Some SEO or AdWords is sure worth a try.
Marketing is what creates customers, which creates buzz, which leads to the word of mouth phenomenon, and even more customers.
“I don’t always follow my own advice.” Edith Wharton
On November 6 we* hosted our 10thanniversary “Getting the Deal Done Breakfast Conference” at the Bellevue Club. About 150 people heard about our featured topic of management buyouts & buy-ins from our panel and our presenters, Tom Varga, founder of CFO Selections, and Kevin Briscoe, CEO.
Tom and Kevin shared their experiences and feelings as part of Tom selling off ownership and giving up control and Kevin investing in the company and taking over its leadership. They were incredibly open. One might say it was “open kimono” time as they shared detailed financial information, their fears, and the results. FYI, Kevin shared with me prior to the start they wondered if they could fill 30-35 minutes. They did such a good job we had to stop questions after 60 minutes.
Our panel then discussed our thoughts and experiences with management acquisitions. And, of course, Marc had his annual prop, a statue of Zeus with the lightning bolt of tax, which he brought out to signify the exciting tax law changes from the recent tax bill.
Some of the insights offered by our panel included:
Make sure management wants to take on the responsibility of ownership, and, most importantly, they are willing to sign personal guarantees (and if there’s a bank use their home equity as collateral).
How to handle it when the business is too large for management to buy (using other investors).
Financing options, the bank and more.
What entity should the buyer’s firm be, especially if there’s roll-over equity for the seller?
What the bank is looking for in both the buying team and the company moving forward.
What’s the bank’s relationship with the buyers and will the buyers agree to guarantees.
The industries most conducive to a management buy-out (construction and professional services top the list.
How advisable is it for the founder to stay on in some capacity?
We had to hustle to end at 9:30 so all-in-all, a very successful event.
* Greg Russell – PRK Law, Marc Hutchinson – Hutchinson Walter CPAs, John O’Dore – Chinook Capital Partners, and Kit Gerwels – Columbia Bank
On November 13 I was part of a panel presenting at Seattle U as part of their Family Business program. Others on the panel were Julie Eisenhauer with Clark Nuber CPA, Jesse Ficks with Skis Painting, and Casey Schindler and Jake Licht with Baden Sports.
The focus of the meeting was “Value Creation” and it was a combination of Q&A, small group discussions, and audience participation. Besides giving overviews of our respective business we discussed:
Strategies and tactics the operating company representatives have used to grow their business.
Examples of how the two advisors have worked with clients.
Measuring of value, i.e. it’s not just the dollar amount. This includes culture, life balance, passing the business on to the next generation, the quality of work, and keeping valued employees
The challenge of change when you have longtime employees.
Having a strategy and matching it to value drivers.
The use of metrics, management reports, etc. to make decisions.
The softer things like safety training and getting rid of bad customers.
Knowing what’s important and what excites you.
In addition, one of the audience members shared how his company has made four acquisitions and how they were willing to pay more for companies with “their house in order.” In fact, he said one company received twice as much (multiple of earnings) as another because they had their house in order.
The bottom line, if you run a company as a business and not as a lifestyle, cash cow, or toy business you make out in the long run, both financially and emotionally.
As part of Jessica’s training I went through my folder of old articles and other industry materials. I came across something from a business broker and while it’s probably 20 years old it’s as viable, and valuable, as ever.
Here are five points with my insights on how they apply to all businesses, not just the buy-sell world.
Don’t make friends– It starts with the line, “People want to do business with people they like.” Customers who don’t trust a salesperson won’t buy from them. I’ve been saying for 20 years, “Nobody will buy from or sell to someone they don’t like.” Relationships are the most important factor.
Hide the flaws– Full disclosure, open Kimono, no secrets. It doesn’t matter what phrase you use, don’t hide things. In buy-sell deals the due diligence process is for confirmation not surprises. In everyday business it means being honest about what your product or service can do, what it can’t do, etc.
Don’t listen– In the class I teach at the Seattle SBA I say sales is asking questions and listening. It’s not smooth, persuasive talk. Your prospective and existing customers will tell you what they want and/or need. If all you’re thinking about is your next statement, you’ll miss important clues.
Ignore the marketplace– The buy-sell world has ranges of value/pricing. Almost no business is so special it defies those ranges (as super-motivated buyer is most likely the one factor causing a higher than normal price). It’s the same in most industries, unless you’ve carved out such a strong competitive advantage you stand out from any competition. It’s tough to do with widgets and much easier to do with software, which is why software has such high margins.
Statistics prove my point– The author used statistics to show sellers who priced their business well above the professional’s estimate of value sold for less (than the estimate) because the buyer picked apart everything, because the price made no sense. Use statistics whenever you can. For example, our process increases donations by 37% or our sales training shows a 24% increase in sales and 5% increase in gross margin. A tour company owner told me how the most successful guides (those who get the biggest tips) use statistics about the area because customer soak up that information like a dry sponge soaks up water.
There were some other good ones, including “Don’t put it in writing,” “Delay” (meaning you should show urgency), and “Take unreasonable positions.” My conclusion is, these things are universal and I’m sure you have industry rules that apply to most other industries. The key is to follow them.
In the Seattle Times October 7, 2018 business section’s, “Speaking of Business” feature (a weekly roundup of quotes from the week’s most popular stories) were a couple examples of the above headline.
“We listened to our critics, thought hard about we wanted to do, and decided we want to lead.” Jeff Bezos on Amazon’s raising it’s starting wage to $15 an hour. Amazon got a lot of praise and then the Seattle City Councils admitted Socialist declared Mr. Bezos evil because he’s still rich. Others jumped on board because the wage increase came at the expense of stock grants, which were eliminated.
“It’s been a little like watching the air going out of a balloon.” Richard Lattanzi, steelworker and mayor of Clairton, PA on the unmet expectations of higher wages and better benefits due to tariffs on steel imports. The workers initially cheered because they felt the tariffs would raise all boats but now feel it’s only raising company profits not wages (correct based on other reports).
Everybody has an agenda. From the shop workers to middle-management to executives and especially the politicians. I don’t think this is different from past eras. One of my first jobs, in high school, was cleaning a warehouse a few evenings a week. I lost the job when the manager had a friend become unemployed and he got to take over the minimum wage, part-time job.
Every decision we make has repercussions, some good and some not so good. Being in business is often like raising kids. You better make sure you think through how others will perceive “what’s in it for me.”
“There are no easy answers, but there are simple answers.” Ronald Reagan
The title paraphrases a Wall Street Journal article from August 27, 2018 titled, “The Scan That Saved My Life.” The sub-title includes, “After years of exercise and healthy eating, a reporter’s blocked artery came as a shock.”
A health industry reporter, who exercised, ate healthy (a lot of salmon, oatmeal, and similar but with a passion for cheese), and paid attention to his health found out he had a almost completely blocked carotid artery. He had an ultrasound scan after a few “minor” symptoms of something being off. This resonated with me because a good friend had a stroke this past summer and found he had a 99% blocked artery.
Scans, tests, exams, and similar are common and necessary when health related. But when it comes to businesses, most owners don’t want anything close to a diagnostic exam of their company. Probably why the WSJ wrote only 10% of businesses are likely to sell for maximum value and Kiplinger’s wrote, “Most businesses will sell at a discount.”
Why won’t owners want an assessment of their business? Three reasons come to mind, for small, mid-sized, and lower middle market firms:
Ego– the attitude of nobody knows my business better than me, it’s special, it’s unique, the standard rules, i.e. proven good business practices, don’t apply to my firm. I remember a client who, every time a strategy or tactic was discussed started out his reply with, “Yes, but….” and went on about how his firm was different.
Time– yes, it takes time. Whomever is doing the assessment will interview the owner, management, key employees, customers, walk around observing, etc. It will take time away from the day-to-day, but it does give a fresh perspective. Here’s an example. A client had a very thorough assessment done and one of the observations was the shop employees have a quasi-union going on, meaning they set their own rules. Interesting.
Money– money always plays a part in this, especially when the owner doesn’t think others will “get” his or her business.
You can assess the financial systems, operations, management, marketing, and other areas. Here’s what you should get from it.
Confidence your numbers are true and correct or an understanding of what will make them better. Accurate financial statements will help with operations, the bank, and any eventual buyers.
Uncovering cultural issues or advantages. The quasi-union mentioned above is one example and on the other end of the spectrum is a client who says they have no problem finding employees because of their reputation. In fact, their vendors refer people to them because it’s a better place to work than others in their industry.
Better operations are often the result of this. It could be work flow, sales, supply chain, marketing, sales, or something else.
Growth will occur when bottlenecks and inefficiencies are corrected.
Overall, this means an owner will know more about their competitive advantage and how to exploit it.
The previous sentence is no doubt the most important item in this article. When you have a competitive advantage and use it your company has a much better chance of thriving. To be an owner, and especially a founder, means you are super confident. It shouldn’t mean you know it all or should refuse advice from experts. The owners who value outside advice, are in peer groups, and always strive for continuing education have a much greater chance of success whether it’s a few employees or hundreds.
As part of Jessica’s training we are reviewing one chapter a week from Russell Robb’s book, Selling Middle Market Companies (which is really about selling non-micro but still small to mid-sized businesses). Chapter four had a few topics near and dear to me.
It started with the topic of preparing a business for sale. He strongly said sellers should not take on any big, new projects or purchases (that will hurt short-term performance but has long-term potential). In my book, If They Can Sell Pet Rocks Why Can’t You Sell Your Business (For What You Want?), I say owners should run their business on a day-to-day basis as if a sale won’t happen. And, to discuss any big plans with their advisory team before just doing something.
Next was his explanation of how buyers will look at EBITDA and how smart ones will factor in upcoming capital expenditures. He calls it EBITDA-CAPX and discusses this to warn sellers they can’t skimp on replacing assets that need to be replaced. For example, if a company normally replaces two vehicles a year but stops getting new ones a year or two prior to selling the buyer will factor into their valuation the cost of more new vehicles than normal.
Finally, he warns sellers not to delay paying their bills (accounts payable) in order to pay off long-term debt. He states sharp buyers will peg a working capital amount that will stay in the company and therefore won’t be fooled by this tactic.
One of the pieces of good news from our weekly study is Jessica is always saying things like, “I’m familiar with this because it’s just like in your books.” Continuing education is necessary, especially in industries like mine where things are so different than they were in years past. It’s good to have multiple sources of information to get both different viewpoints and confirmation of the basics.
“You can only hold your stomach in for so many years.” Burt Reynolds
Recently I (Jessica) attended a presentation at Equinox Business Law Group titled “Non-compete, Non-Solicitation and Non-Disclosure, Oh My! Crafting Effective and Enforceable Employee Restrictive Covenants.” Victoria Bartow did a wonderful job presenting and I learned things that I wasn’t aware of, given I’m new in this industry. Here are the most important things I learned.
The best time to have an employee sign a non-compete is at the time of hiring. If it’s done with an existing employee there needs to be compensation, as you’re changing their terms of employment.
When there’s an asset purchase of the business the employee is newly hired by the buyer and no compensation is required (but can be given).
If you are going to have non-compete agreements for everyone in the company, make sure you tailor it to the person’s specific role. Don’t have the same criteria for the office admin as you do for a sales associate.
It is good practice to ask a potential employee if they have any restrictive agreements from past employers before you hire them.
When considering if you need an employee non-compete, an important criterion is if they have access to proprietary information that is of value to your business. For example, customer lists, sales methods, trade secrets, and business strategy are just a few. If it’s of value to your business and could hurt you if used against you, then you should have a non-compete agreement.
A non-solicitation agreement means if an employee leaves your company they are not allowed to solicit your customers or employees for their benefit or the benefit of a competitor. This can eliminate the worry for any owner, especially a new owner post-sale.
Employee non-complete agreements are generally not enforceable as you can’t prevent someone from earning a living in their chosen profession, but you can enforce a non-solicitation agreement. Non-competes with a business seller are enforceable, as there’s significant compensation given via the purchase price.
Guest post from Gregory Kovsky with IBA in Bellevue, WA
Due diligence is a process that benefits both sides in a business sale transaction. For the buyer, it is an investigative process used to verify the information employed to make the decision to negotiate a letter of intent to purchase the business. If the information is not verified, the buyer should either exit from negotiations or attempt to renegotiate the terms of the transaction. For the seller, the goal for due diligence is to create an environment of full disclosure for the buyer, so the buyer completes the transaction with “open eyes” with a clear understanding of the potential and risk associated with the acquisition. If an environment of full disclosure & knowledge is created, then post transaction liability for the seller will be mitigated because the future success or difficulty of the company after the change of ownership will be tied to the buyer’s management ability and not a lack of knowledge.
There is enough risk in entrepreneurship without adding the variable of making decisions without a good foundation of knowledge. An experienced mergers & acquisitions professional will outline a strategy & process for facilitating due diligence between the parties. Many potential transactions are lost in due diligence. Facilitating due diligence without an experienced intermediary, accountant, or attorney managing the process can have similar results as asking a sailor to circumnavigate the globe without GPS, a sextant, or star map.
As a 24-year mergers & acquisitions professional, I have successfully facilitated 100’s of due diligence processes on the road to completed transactions. I have also witnessed alarming discoveries related to business practices during due diligence that have amazed me in terms of their sophistication and dishonesty. In addition, I have seen situations where a buyer ignored information or warning signs and completed transactions to their future detriment. The following are four examples of unique due diligence situations that occurred in transactions facilitated by IBA. In the first two situations, there was no way the business broker facilitating the transaction or the buyer purchasing the business would have discovered the situation without a comprehensive due diligence process. In the final two situations, the issues were presented to the buyer by IBA in the environment of full disclosure created for the transaction and ultimately ignored by the buyer in completing the transaction. It is also true in all four situations the seller understood the mechanics of business valuation. It is my hope in sharing these stories that the information can be used by future business buyers to avoid completing a transaction at an inflated value resulting in enhanced entrepreneurial risk.
The Shell Game Playing Entrepreneur
The seller in this transaction owned two companies and operated each under a unique set of tax identification numbers with the IRS and State of Washington. One company was a mature company with a good customer base making reoccurring purchases and a track record of increasing revenues & profitability. The second company was a young business that was struggling to reach profitability. The seller in this transaction wanted to sell his mature business to inject capital into the new enterprise to enhance the tangible asset & employee infrastructure, rate of growth, and potential for success of the new company. Superficially, this was a reasonable narrative regarding the motivation for sale. The mature company was valued based on its historical financial performance and presented to potential buyers in the marketplace. Market reaction was positive and agreement was reached with a buyer for the sale of the business. Due diligence commenced and the buyer, their CPA firm, and lender all found the tax returns & historical financial documents justified the value of the business agreed to in the letter of intent. Funding secured the transaction was targeted for closing. As a final stage of due diligence, the buyer reviewed the accounting software employed by the business for paying billswith the primary goal of identifying expenses that could be reduced after acquisition through better management and potential vendor migration. However, the investigation uncovered unexpected information. The mature company was not paying all the bills associated with its operations. A percentage of its bills were being paid by the business that was not being sold. The net result of this action was negligible for the seller when the financial performance of the two companies flowed together in the seller’s 1040 tax return. However, for the buyer the action had significant implications as it resulted in a significantly overstated purchase price for the mature company because every dollar of additional profit was multiplied five times when the goodwill of the business was valued. The shell game revealed, the buyer exited from the transactions with encouragement & facilitation by IBA. Shortly afterward, IBA ended representation of the client. On a positive note, IBA presented another company to the buyer and the party completed the transaction successfully achieving their acquisition goals.
The Doctor Who Wanted Just a Little More than Market Value
The seller in this transaction was a doctor who wanted to retire and sell his practice. It was a good practice in a good location with an excellent staff. The seller was happy to sign a robust non-competition agreement, as retirement would start with the sale of his practice. The practice was valued based on its historical financial performance and presented to potential buyers in the marketplace. Market reaction was positive and agreement was reached with a doctor for the sale of the practice. Due diligence commenced and the buyer, their CPA firm, and lender all found the tax returns & historical financial documents justified the value of the business agreed to in the letter of intent. Funding secured the transaction was targeted for closing. As a final component of due diligence, a reconciliation of monthly revenues was conducted between QuickBooks and the bank statements. It was identified during this process that the company had an abnormally strong revenue day. Curiosity demanded investigation. The buyer for obvious reasons wanted to know what had occurred and whether it could be repeated. Unfortunately, what was discovered could not be repeated. The seller had deposited an inheritance check in the business account and counted it as business revenue in the most recently completed tax year. This action had increased the value of the practice significantly when a multiple was applied to the additional net profit in the subject year when calculating the value of the practice. The inappropriate action revealed, the buyer exited from the transaction with encouragement & facilitation by IBA. Shortly afterward, IBA ended representation of the client. Like in the previous example IBA eventually facilitated the sale of another practice to the buyer.
The Business Owner Who Worked Days, Nights, and Weekends
The seller in this transaction was a highly skilled, hard-working, financially motivated entrepreneur. As is the case with many business owners, she managed the company to maximize the income personally derived from the company on an annual basis. One of the ways she enhanced her income was by working long hours in the business at a high level of productivity reducing the need for support employees. This labor contribution to the business and the resulting low labor costs made the business look like a “cash cow” on its tax returns. As is often the case when business owners sacrifice work/life balance for dollars, the owner of this business started to “burnout” and contacted IBA to sell her company. The seller was honest with IBA related to her labor contribution to the business and two full-time labor equivalents with the seller’s experience & skill set were incorporated into our evaluation of the business to determine its “fair market value” prior to taking the business to market. Properly valued, the business was brought to market. Market reaction was robust as buyers valuing the business using standard multiples believed they had identified a value proposition. The business owner & her IBA professional intermediary consistently conveyed when meeting with potential buyers that the business was not a value proposition when labor was “right-sized”. It was a good company offered at a “fair” price. A buyer believing he could personally replace the seller’s labor contribution eventually bought the business at its full asking price. Several years later, he shared with me that his personal hubris regarding his abilities made him believe he could fill the seller’s shoes. This ended up not being the case. He ended up having to add 1.50 employees to the staff, in addition to himself, to replace the business owner. He acknowledged and appreciated the honest presentation of the company by the seller & IBA. A presentation of historical facts (tax returns) could have been facilitated without comment regarding the seller’s labor contribution, but this is not the way IBA does business. IBA has a reputation in the marketplace for facilitating transactions in an environment of full disclosure with integrity employing “best practices”. This is one of the reasons that annually entrepreneurs who purchased businesses from IBA in the past return to IBA for representation in the sale of their companies. This return for sale is the best testimonial a buyer can provide IBA related to the quality of the representation services we provide our clients. It is also the reason quality buyer brokers like, John Martinka, regularly encourage their clients to evaluate IBA represented businesses as acquisition opportunities.
The Business Owner Who Overpromised & Underdelivered
The seller in this transaction had a business model that generated cash sales. He elected to not include a portion of the cash sales in the revenues he reported to the IRS and Washington Department of Revenue. The business owner made a persuasive case to IBA regarding the annual amount of unreported revenue. IBA elected to represent the business for sale for a value between what could be verified through tax records and what was conveyed by our client as the ‘true” picture of business profitability. A willing & able buyer with relevant industry experience was identified and agreement reached between the parties on a Letter of Intent. Due diligence commenced and it became apparent that the information conveyed earlier by the seller during the business valuation process was not accurate and the seller was continuing down a road of dishonest communication. IBA’s professional intermediary representing the business for sale decided he could not be party to the transaction without jeopardizing his personal integrity and the integrity of the firm. IBA’s representation agreement was terminated and the seller advised that he was welcome to proceed with the transaction without financial liability to IBA. The IBA intermediary also conveyed to the buyer that he was ending his representation of the business, would not be receiving a commission, and encouraged the buyer to walk away from the deal. Unfortunately, the buyer ignored this advice and completed the transaction. Several years later I learned from the buyer the business was closed, that he had lost his investment, and was back working as an employee. He ended the conversation by saying how much he respected the integrity of his intermediary as a professional with the comment, “I was an idiot not to walk away when a business broker who was two weeks from getting paid walked away from the transaction and his commission, there could not have been a clearer warning side of a bad transaction.”. As a general rule, IBA does not represent businesses for values that incorporate unreported income. It is our philosophy that if a party would lie to the IRS and Washington Department of Revenue that they would lie to IBA and a potential buyer for the business.
George Bernard Shaw famously said, “The most tragic thing in the world is a man of genius who is not a man of honor”. History is full of geniuses who made the world a better place and people who used their intelligence to find shortcuts to fame and fortune. Over time sunlight will generally reveal the truth about any situation. IBA is pleased to employ “best practices” in the sale of privately held companies. It is our goal in every transaction we facilitate to create an environment of full disclosure & transparency between the parties during the due diligence process. The knowledge & experience of how to facilitate a due diligence process correctly is one of the reasons why IBA has successfully sold more businesses to entrepreneurs in the Pacific Northwest than any other business brokerage firm since 1975.
Gregory Kovsky, the President & CEO of IBA, is available as an information resource to the media, business brokerage, and mergers & acquisitions community on subjects relevant to the purchase & sale of privately held companies and family owned businesses. Professionally, as an intermediary, he specializes in the sale of manufacturing, distribution, technology, industrial, marine, and winery businesses. Mr. Kovsky can be reached directly at (425) 454-3052 or . Additional information on IBA, the Pacific Northwest’s oldest business brokerage firm, can be found at www.ibainc.com.
We all know what’s in the headlines. Behind the headlines we see the Republicans saying how great Kavanaugh did while testifying, there’s no backup to the allegations, and why did Feinstein sit on it for six weeks and go public when Ford wanted it private? The Democrats say why would she come forward to take all the abuse if it wasn’t true, what’s his fascination with the Clinton’s, and why are you trying to rush this through?
There was a huge and late surprise. In buy-sell deals (and in job interview situations or investments) the last thing anybody wants is a last-minute surprise. Diligence is a time for confirmation not surprises, much less shocking surprises.
But then people who are buying a business, selling a business, hiring, or being hired are playing with their own money. It’s not tax dollars or the hope to elect or confirm someone who will grant your side favors. It’s real money coming from or going to personal accounts.
It’s the reason buyers ask so many questions it sometimes frustrates sellers. They’re taking a drink from the firehose and want the information overload that comes with it.
Here’s my personal opinion – the politicians and extreme fringes of any political party or issue don’t care about due diligence, they care about getting their way. Those of us working to do better in the world while betting ourselves do care.
“Lies, damned lies, and statistics.” Attributed to Mark Twain, Benjamin Disraeli, and others