If you’re an exit planning advisor, M&A specialist, or business consultant, you already know the challenge: finding business owners who are actually ready to sell—not just thinking about it or “kicking the tires.”
The demand for exit planning services is growing. Millions of business owners are nearing retirement age, and many are beginning to consider life after the sale. But knowing how to connect with these owners at the right time—and in the right way—isn’t easy.
If you’re struggling to consistently find serious, motivated business owners ready to exit, you’re not alone.
The Good News?
There’s a better way to attract them—one that doesn’t rely solely on referrals, random networking, or cold outreach.
Let’s break it down.
Why Most Exit Advisors Struggle to Find the Right Business Owners
Here are a few reasons the search can feel so difficult:
Business owners rarely announce they’re ready to sell. Most are private about their intentions until they’ve already chosen an advisor or broker.
Timing is tricky. Some are thinking about an exit 2–3 years out, while others decide in a matter of months.
Your ideal clients don’t always know they need you. Many owners don’t realize how complex and costly a poorly planned exit can be.
The key? Positioning yourself as the trusted resource they find and trust—before they ever raise their hand.
Step 1: Start With Their Mindset, Not Your Services
Business owners don’t go searching for “exit planning advisors” right away. They start by asking questions like:
“How do I know if I’m ready to sell?”
“What’s my business worth?”
“How do I get the most for my company?”
“What will I do after I sell?”
To attract them, you need to show up in those moments of uncertainty—with content, messaging, and tools that speak directly to their situation.
Step 2: Create a Lead Magnet That Speaks to Their Goals
A great way to start the relationship is by offering something valuable in exchange for their email or phone number.
Some examples:
A guide: “The Business Owner’s Exit Planning Checklist”
A quiz: “Are You Ready to Sell Your Business?”
A video: “5 Costly Mistakes Owners Make When Exiting”
These resources position you as a guide, not a salesperson—and give you permission to continue the conversation through follow-up.
Step 3: Automate the Follow-Up Process
Here’s where many advisors drop the ball. They capture a lead—but don’t nurture it.
With marketing automation, you can stay top-of-mind with personalized email and SMS follow-up, educational content, and timely calls-to-action. This builds trust and moves prospects closer to a discovery call—without constant manual outreach.
Step 4: Use Paid Ads to Reach the Right People
Social media ads and Google Ads can be powerful tools—if you know how to target properly.
With the right targeting, you can reach:
Business owners by job title, industry, or location
People visiting succession or business-for-sale websites
Owners researching retirement, valuation, or exit planning topics
A small ad budget with a great funnel behind it can fill your calendar with quality leads.
Step 5: Use a System Designed for Exit Advisors
You don’t need a patchwork of tools to do this.
At Exit Funnels, we’ve built an all-in-one marketing platform designed specifically for:
Financial advisors
CPAs and accountants
Business consultants
M&A and exit planning professionals
Brokers, coaches, and transition specialists
We help you attract, capture, and convert business owners who are ready—or almost ready—to exit. And we do it with custom funnels, automation, and tracking tools that make your marketing work harder for you.
Final Thoughts: Stop Searching. Start Attracting.
Finding exit-ready business owners isn’t about luck—it’s about strategy.
When you understand their mindset, offer them value, and use a smart system to engage and follow up, you’ll go from chasing cold prospects to consistently attracting ideal clients.
Want to see how Exit Funnels can help you grow your pipeline with qualified business owners?
Book a discovery call today and see how we can help.