Going to Market
The point at which a business actively starts engaging buyers — and the moment the seller's leverage peaks or collapses depending on preparation.
Going to market is the active phase of a sale — the seller (or their advisor) starts contacting potential buyers, distributing teasers and CIMs under NDA, fielding interest, and running a structured process toward LOIs. The phase typically lasts 60–120 days for the initial outreach and offer collection, followed by another 60–120 days from LOI to closing for the chosen buyer. Going to market well requires preparation, the right buyer list, the right pacing, and the right advisor. Going to market poorly — wrong buyers contacted, wrong materials, wrong timing — can produce no offers, low offers, or one offer with no competitive pressure to negotiate against.
The seller's leverage is highest the moment the process starts and erodes from there. How that leverage gets used in the first 90 days shapes the entire outcome.
Buyers can tell whether a process is being run by a professional or by an owner figuring it out — and they bid accordingly.
Find out what a buyer would see in your business — before you talk to one.
The Exit Desk free assessment takes 2 minutes. If you'd rather see what a full report looks like first, read a sample.
