Advisor’s Guide to Entering the Exit Planning Marketplace

3 minutes

Core Insights

• Business owners often delay exit planning, but advisors can lead the conversation with the right tools and messaging.
• Start by engaging your professional network—collaboration builds credibility and opens doors.
• Focus on educating, not selling. Use consistent content like newsletters, blogs, and testimonials to stay top-of-mind.
• Position yourself as a thought leader with content across channels, including social media.
• Referrals and client advocacy grow naturally when value and trust are established early.

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Breaking Through: How to Overcome Barriers in the Exit Planning Market

Last week, we explored the common roadblocks advisors face when introducing business owners to the Exit Planning process. Many owners believe they can wait until they’re ready to exit or assume they don’t have the time right now to begin planning. But as experienced advisors know, the only way to exit on your terms—your timing, your buyer, your value—is to start planning today.

So, Where Do You Begin in the Exit Planning Market?

You may be looping in your head, wondering:

Who should I be talking to? How do I start a conversation? Will they even listen to me?

Reach the Right Business Owners: Leverage Your Professional Network

Start by connecting with other professionals who already serve business owners—accountants, attorneys, bankers, consultants. These individuals can be invaluable allies. When you demonstrate how Exit Planning benefits their clients and creates new opportunities for their firm, you lay the foundation for a mutually beneficial relationship.

Focus on how collaboration helps everyone win—especially the business owner.

Start the Conversation: Lead with Education, Not Sales

Education is the most powerful, cost-effective tool at your disposal. Business owners don’t want to be sold to—they want insights, solutions, and clarity. Use storytelling, client success examples, and practical tips to communicate the value of early planning.

You’re not alone in educating clients about the urgency of planning. Experts like Douglas R. Batts Sr. are making national headlines calling on Baby Boomer business owners to start Exit Planning now—before it’s too late. Sharing insights like this can reinforce your message and help overcome skepticism.

Douglas R. Batts, MBA – Award-Winning Business Broker, Veteran

Consistent, educational outreach—like a well-crafted newsletter with links to content like the article above—keeps you top of mind when owners are ready to act. It also positions you as a trusted resource rather than just another service provider.

Get Business Owners’ Attention: Build Your Exit Planning Thought Leadership

Establish your credibility across multiple channels—articles, blogs, webinars, speaking engagements, podcasts, and yes, even social media. While business owners might not follow you directly, their inner circle does. When your content resonates with someone they trust, it’s more likely to be shared—and remembered.

Be sure to:

• Include a newsletter signup on your website
• Add content to your email signature
• Use lead forms to collect interest from site visitors

Make it easy for people to access your content—and for new Exit Planning or Owner Based Planning opportunities to find you.

What Comes Next? Turn Exit Planning Clients into Advocates

Your first few Exit Planning clients are your strongest advocates. As you deliver real value and build trusted relationships, referrals will follow. Over time, your network grows—and so does your influence.