Sticking to Your Knitting: Why It Matters in a Business Sale

Why the Best Buyer Is Usually Closer Than You Think

You’ve probably heard the phrase “stick to your knitting.” It’s an old saying, usually wheeled out by grandparents or old-school bosses whenever someone starts meddling in things they don’t understand. It means stick to what you know best. And when it comes to selling your business, that advice might just make your grandmother a better buyer than the financial investor who’s just emailed you.

The Folly of the “Financial Buyer”

Every week, business owners get flattering emails from investors, private equity funds, or so-called “acquisition entrepreneurs” who claim they love your business model and see huge potential. They’ll promise an exciting future, clever structures, and a “partnership approach.” What that usually means is: they don’t have the cash, they don’t know your business, and they need you to hang around to make sure it keeps working.

Financial buyers tend to buy numbers, not businesses. They look at spreadsheets, not relationships. They want to “optimise synergies,” but they couldn’t tell you the difference between your best client and your best employee.

They’ll need you to stay on for two years “to ensure a smooth transition” which really means to run the business for them while they learn on the job. They’ll also want to pay in stages, “based on performance,” which usually means your performance.

Your Grandmother Would Know Better

If you told your grandmother you’d sold your business to someone who doesn’t understand what you do, who wants you to keep working for years, and who’s paying you in instalments, she’d call you daft. And she’d be right.

Because deep down, you already know the best buyer is usually someone who does what you do. A trade buyer. A competitor, supplier, or larger player in your industry who understands your customers, your margins, and your market without a PowerPoint presentation.

They don’t need to learn your business. They don’t need you to stay forever. And they’re far more likely to pay the right price, in cash because they can see the value immediately.

The Trade Buyer Advantage in your Business Sale

A serious trade buyer already knows the territory. They’re not buying potential; they’re buying scale, efficiency, and growth they can actually deliver.

The right acquirer can often:

• Pay more upfront, because they understand the value of integration

• Offer a fair deal, not a creative one

• Protect your staff and legacy, because they already speak the same language

This isn’t nostalgia, it’s practical business sense. The buyer who knows your world is the one who can extract the most value from it, and therefore pay the most for it.

Old Sayings, Modern Sense

Old sayings survive because they make sense. “Stick to your knitting” isn’t just a quaint expression, it’s good commercial advice. If you’re selling your business, look for buyers who already understand it. Don’t get distracted by the noise of “investment vehicles” and “earn-out opportunities.”

If you want a clean, fair, and rewarding exit, sell to someone who actually gets it. The best deals are built on understanding, not spreadsheets.

Know When to Pick Up the Needles

If you’re starting to think about your own exit, whether this year or next, speak to an adviser who can help you identify the right kind of buyer and prepare your business properly.

At BusinessExits.co.uk, we specialise in connecting owners with credible trade buyers who can deliver a fair price in a business sale, a clean exit, and peace of mind.

Contact us today for confidential, straightforward advice from people who understand what it means to sell well.

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