I'm getting ready to list my auto repair shop and my broker suggested we include a few "success stories" from past sales in the marketing package. Feels a little weird to me, like I'm bragging or setting unrealistic expectations. Do buyers actually care about that stuff, or does it just look desperate? I'd rather keep it factual and boring. Anyone been on the buying side and have an opinion?
Selling Advice
Should I share buyer testimonials or sale success stories when advertising a business?
I sold a commercial bakeery two years ago. We had a couple of testimonials in the deck. One guy said "I didn't feel pressured" which made me laugh. Did it help? No clue. But it didn't hurt. I think buyers mostly ignore that stuff and focus on the numbers anyway.
Testimonials in a business-for-sale ad are like before-and-after photos in a diet ad. Everybody knows they picked the best ones. It doesn't mean they're fake, but it's not evidence. I'd rather see a clear P&L and a solid lease.
I act ually like seeing thwm. Not the glossy ones that scream "paid actor." But if there's a short note from a previous owner saying "I sold my HVAC company in 45 days and got what I wanted," that does spark some interest. It's a signal that the broker has done this before.
Are we talking about testimonials on the business listing itself, or on your broker's website? Because if I'm scrolling bizbuysell and see a block of quotes, I assume it's copy-paste marketing from the broker, not from you. In that case, it doesn't matter.
Yeah, to Sam's point—the source matters. A seller-provided "success story" about their own sale is useless because the buyer doesn't know you. But buyeer testimonials? Those are rare and hard to verify. Sketchy territory.
I wouldn't sharee success stories because it can put you in a weird spot if a buyer later feels misled. "You said the last guy got X, but I'm not seeing X." Why open that door? Let the numbers and the due diligence do the talking.
OP, you're a mechanic not a marketer. Share the bare minimum. A buyer who needs testimonials to buy a repair shop isn't the buyer you want anyway.
That's a little harsh. Testimonials don't make a buyer dumb, they just build a tiny bit of trust. Business brokers use them all the time. If youur broker wants to include one, let them. You don't have to write it.
This thread has taken a turn. Can we go back to talking about what makes a good listing? I'm curious if anyone has ever seen a testimonial that actually changed their mind.
Never. Not once. But I also don't read the brochures. I look at the equipment list and the tax returns. Sorry.
Good point about the source, Sam. My broker is the one pushing it, so it's probably for their page, not the main listing. I'll push back on putting anything in the buyer packet. Last thing I need is someone calling me a liar six months from now. The wild card here is that this is my first time selling, so I dont know what's normal. Appreciate the gut checks.