Navigating a business sale is one of the most significant decisions a company owner or board will face. The stakes are high – value, risk and legacy all depend on the outcome. Choosing the right M&A advisor is critical to get the deal done and done well, but how do you choose one? As a starting point, a ‘great’ M&A advisor, will have a strong track record and will be able to demonstrate that they have advised on hundreds of deals across multiple sectors and international markets – but what differentiates a ‘great’ advisor from a ‘good’ advisor – what makes ‘great’?
1. Start with strategy, not just execution
Many M&A advisors jump straight into buyer lists or pitchbooks. A ‘great’ advisor will begin with strategy – that is, understanding both your goals, values, readiness to exit and long-term ambitions and the business model, its pros and cons and how to best position it in the market. Whether you are selling or considering investment, a ‘great’ M&A advisor will tailor their process around you.
2. Industry experience, without the tunnel vision
Sector expertise matters as your M&A advisor needs to be able to speak the language of your business and access the right buyers. However, your M&A advisor also needs perspective and a ‘great’ M&A advisor will have both – deep cross-sector experience combined with a strategic lens that challenges assumptions. They know what buyers will value, and how to position your business to command not just a deal, but a selection of premium deals at maximum value. Choice is critical.
3. Reach that matters
The ‘right’ advisor does not just find buyers, they also understand them. A ‘great’ advisor’s reach will span the UK, European, and other global markets and will include trade, private equity, family offices and institutional investors. Relationships are built over decades and underpinned by trust. A ‘great’ advisor will always be able to access the right buyers and investors and get the serious players around the table faster to create multiple bids.
4. Process and technology – built to win
‘Great’ M&A advisors use crafted processes and increasingly sophisticated tech-enabled solutions to deliver more quickly and save time on low value activities so that they can focus on the high value aspects of a transaction in terms of identifying the right buyers/investors and achieving the best deal structures. The process should include:
- Detailed business pre-sale preparation and value enhancement
- Precision-targeted, global purchaser research
- Intelligent and tailored marketing
- Marketing data rooms to highlight key aspects of the business and create the narrative
- Real time tracking of purchaser interest through a client portal
- Ongoing update of data room information through to completion
- Confidential negotiations and strategic deal structuring
‘Great’ M&A advisors work hands-on, from start to finish – there is no passing you off to juniors. They do not run generic auction processes, but provide highly considered, bespoke advice to secure the right buyers, investors and deal structures.
5. Alignment and integrity
You should always ask an M&A advisor: “What happens if things get tough?” A ‘great’ M&A advisor will be honest and calm under pressure, with aligned incentives. Fees will be clear, success-based, and designed to create mutual commitment. With a ‘great’ M&A advisor, you will feel guided, protected, and genuinely understood, and they will simplify rather than ‘sell’ the complexities. They will also be excellent negotiators with the experience to structure and tailor the deal to your needs and ensure the win/win scenario that a successful M&A transaction requires.
6. Bids and project management
With the right buyer and investors, a ‘great’ M&A advisor will strategically manage an auction against ‘offers’, thereby creating a choice of deals. They will create a competitive environment for purchaser ‘bids’ and manage the timings. This will ensure a better deal structure and increase value. They will also lead the project management and compliance required to get the deal across the line, phasing information to save you time and hassle so you can continue to concentrate on growing your business during the process. They will have the experience and expertise to avoid the pitfalls and increase the outcome.
7. Beyond completion: legacy and leadership
An M&A deal is not just about your numbers, it is about people – your team, your customers, and your name. A ‘great’ M&A advisor will help you navigate the personal and emotional aspects of a sale, succession, or exit. And they will also be with you for the long haul advising on sale preparation, post-deal leadership transitions and integration.
To Summarise
| What you should look for: | What a ‘great’ advisor delivers: |
| Strategic clarity | Board-level advisory and exit planning |
| Sector insight and resources | Deep expertise across industries |
| Access to the right buyers | Global network of pre-qualified buyers |
| Clear, aligned ‘phased’ fees | Transparent pricing with no hidden agendas |
| Hands-on senior involvement | No hand offs – your deal is centre stage |
| Integrity and empathy | A human approach to complex decisions |
Contact us
If you would like more information about our services or case studies on our recent M&A deals, please visit our website at https://avondale.co.uk. Alternatively, if you would like a free consultation with one of Avondale’s experienced M&A advisors, please call us at +44 (0)1737 240888, email us at av@avondale.co.uk, or fill out the attached form, and we will get in touch straight away.
This article has been prepared for informational purposes only, and is not intended to provide, and should not be relied on for any specific tax, legal or accounting advice. Regulated advice bespoke to your circumstances is essential.
