Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

What Buyers Really Look for in a Business

19 Oct 2026 · 1 min

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In this segment, Mark Osborne emphasizes that business owners should develop a detailed, micro‑level understanding of their company’s operations in preparation for a sale. While such granular analysis isn’t required for daily management, it becomes essential when buyers conduct due diligence. He outlines the deeper questions buyers typically ask: whether the business is overly dependent on a single customer, employee, referral source, or sales channel; which specific products or services generate the most profit; and the exact margin profiles of those offerings. By having this data ready, owners can present a transparent, well‑structured picture that addresses buyer concerns and facilitates a smoother transaction.

Chapters

You would find benefit to having a more micro capability viewpoint of your business in all these areas. But you may not need to do it day to day, but you need to be ready for it when the selling side of it comes. Have the business ready to be able to answer some of these more deeper level questions. People want to know what is, you know, like customer concentration. Are you overrelying on a customer or maybe an employee or a referral source or a sales channel? Where are you actually making money? Is it product A, product B, service C? What are your margins?