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If you’ve ever stumbled into the murky waters of modern sales content online, you’d be forgiven for thinking that you have to completely re-invent the way that you sell to customers. There’s an obsession with chasing social media trends, gamifying SEO, automating outreach, and creating leak-proof funnels that exploit the nuances of human psychology.


The dream that gets sold is that this combination of digital tools and strategies can bring your ideal clients directly to your door, without ever having to interact with them personally.


However, as you’ve probably experienced yourself, this couldn’t be further from the truth.  We seem to have forgotten that on the other side of that screen, there is a living, breathing, human being.

Selling is human


Whether we want to admit it or not, selling is as human as it gets. Customers buy from people they trust and so if you aren’t able to build a genuine relationship with your prospects, then you’re not going to win their business for the long term. Don’t just take our word for it - research from PwC shows that a whopping 82% of customers want more human interaction from the companies that they interact with.  No amount of digital wizardry can replace the power of an authentic human connection.


At bizval, we’ve crunched our own numbers and the results are eye-opening. 53% of businesses that we’ve worked with are built almost entirely on personal relationships and word of mouth, and 47% of founders are heavily involved in building these client relationships themselves. It's clear: nurturing these networks isn't just important – it's the lifeblood of growing and eventually selling your business.

6 Tips for bringing the humanity back

So how do we bring humanity back into sales?  Here are six tried-and-true tips from the bizval playbook:

Attend industry conferences. Yes, it’s old school, but it works. Attending conferences and trade shows brings together a wide range of potential contacts who are all there to do business. This social context allows you to engage with potential clients face to face so you can get to know them a bit and build relationships that can lead to future business.  As an example, we’re very excited to be attending The Great British Business Show on 13 and 14 November in London - so if you’re around, be sure to grab a free ticket and come say hello!


Run and attend webinars. Can’t meet in person?  No problem. Webinars are the next best thing, offering a digital handshake that still allows for meaningful conversation.  The overlay of video makes it easier to pick up body language, tone, and the like – and this does wonders for humanizing your offering and putting a face to a name for your clients. To see how this works, check out our recent webinar with Mike Finger, the founder of Exit Oasis, where we talked about some of the things that make businesses unsellable.


Practice active listening. Truly engage with your prospects by giving them your full attention. Focus on understanding their needs, concerns, and motivations rather than just waiting for your turn to speak. This demonstrates respect and helps build genuine connections.


Be authentic and transparent. Don't hide behind rehearsed pitches or exaggerated claims. Be honest about your products or services, including their limitations. Authenticity builds trust and shows that you value integrity over short-term gains.


Celebrate the small wins. Acknowledge and celebrate milestones in your relationship with prospects, even if they haven't made a purchase yet. This could include congratulating them on raising funds, sending a birthday or anniversary message, or sending them a new lead that might be relevant to them. It shows that you care about their success beyond just making a sale.


Educate rather than sell. Position yourself as a trusted advisor by focusing on educating your prospects about their challenges and potential solutions. This approach demonstrates your expertise and genuine interest in their success, rather than just making a sale.

The more you weave these human touches into your sales process, the more your brand will resonate on a personal level. Remember, you’re not selling to automatons here, you’re selling to humans.


So, the next time you're tempted by the latest shiny sales gadget promising endless leads without lifting a finger, pause. Take a breath. And remember the age-old truth: Business is, and always will be, about people.

Join us at The Great British Business Show on 13 and 14 November in London!


Mark your calendars for November 13-14 in London! We're thrilled to be part of the UK's largest gathering of entrepreneurs and SMB owners. With over 25,000 visitors and 750 exhibitors expected, it's the perfect place to make those all-important human connections.


We'll be at Stand No. B1617.


We'd love to hear your business story and explore how we can help you become investor-ready. Don't miss out – get your free ticket here and let's chat!

Catch up on our latest webinar: Why Most Small Businesses Never Sell

Last week, we had the pleasure of hosting Mike Finger, the founder of Exit Oasis and a true veteran in the art of selling companies. Our discussion on "Why Most Small Businesses Never Sell" was packed with insights. We tackled burning questions like:

  • If a business is unsellable, does it mean it’s worth zero?

  • Does size matter when selling?

  • What red flags make a business unsellable?

To catch up on everything, check out the recording here and let us know your thoughts!

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bizval startup

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Less than 3 years old

Pre or post revenue

Business plan and forecasts available

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Bespoke valuation methodologies

Developed in conjunction with leading universities

Key valuation drivers unpacked

Scenario sensitivity analysis

Tech-and-touch approach

Personalized consideration and evaluation of results

Less than 10 day turn-around time

Access to bizval webinars and education sessions

bizval enterprise

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Business that provides services to other business owners

Benefits

3 valuation methodologies (DCF, EM and NAV)

Secure and confidential

Access to bizval webinars and education sessions

Priority support

Scenario sensitivity analysis

Personalized engagement and follow up

All the usual benefits with customized pricing for high-volume users

bizval exit

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Single or multiple business entity

Deep understanding of your business

Clear intention to sell or raise investment – now or in the future

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Proprietary bizval exit process and bizval exit scorecard

Includes a free concierge valuation

Less than 2 weeks from start to finish

Pesonalized engagement and follow up

Priority support

Customized deal readiness report

Heat map and recommendations to maximize valuation and ensure best chance of success

Secure and confidential

Access to bizval webinars and education sessions

Access to experienced professionals who know how to navigate the often scary world of deal making

Access to exclusive introductions to qualified investors

bizval concierge

Requirements

Single business entity

Basic business knowledge

2 years financial statements and/or management accounts

Benefits

Includes bizval exit scorecard

3 valuation methodologies (DCF, EM and NAV)

Secure and confidential

Access to bizval webinars and education sessions

Priority support

Scenario sensitivity analysis

Personalized evaluation of results

Less than 5 day turn-around time, once all information received

Quick and easy to use – Does not require detailed technical or accounting knowledge

bizval live

Requirements

Single business entity

Knowledge of key business and financial information

Benefits

Includes bizval exit scorecard

3 valuation methodologies (DCF, EM and NAV)

Secure and confidential

Access to bizval webinars and education sessions

Includes complimentary 15 min consultation

Unlimited access to Scenarios

Standard support

Access to valuation scenarios add-on

Instant valuation result

Unique bizval algorithm

Quick and easy to use – Does not require detailed technical or accounting knowledge