美联英语：卖掉公司,一定要先明白这六件事
时光荏苒是什么意思啊-散文朗诵稿
美联英语提供：美联英语：卖掉公司，一定先搞清楚这六件事
Selling a business is never an easy or simple
process. However, the rewards can be
great,
and ultimately, life-changing, so if you do decide
to sell there are six key
things you need to
be aware of that will help you prepare and
maximize your
chances of success. Getting it
wrong before you start can ruin any hopes of a
sale
and can mean many months of your time
wasted.
卖掉公司，过程绝不轻松，但回报也是巨大的，足以改变你后半生的生活。所以，如果
你真
的决定卖出自己的公司，务必要先搞清楚六件事。它可以帮你做足准备，最大限度地提高成
功几率。而在这些事上行差踏错，很可能会令你出售公司的全部希望尽毁，数月时间白白浪
费。
While I specialize in the sale of online
businesses and refer to those as examples,
these points still apply to business sales
whether offline or online. Experienced
buyers
will see straight through you and the business you
are selling and will
quickly pass over your
offering if they see any red flags.
我的专长是网络公司的
转让出售，本文引用的案例也将来自这类公司，但其中要点同样适用
于非网络公司的转让。有经验的买家
对你和你要出售的业务一眼就能看穿，一旦看出任何危
险信号，他们根本就不会再理睬你的报价。
won’t pay more for potential
1买家不会为了“潜力”多付钱
I regularly speak to
business owners who believe they have a potential
gold mine
and expect to command a high selling
price based on perceived potential alone.
This
isn’t how it works. If a business is simply a
concept without a proven revenue
stream then there isn’t any value in the eyes
of the vast majority of potential
buyers.
对那些认为自家公司是一座潜力无限的“金矿”，光凭这点就该卖个高价的老板们，我要一
遍遍地说：这
套想法是行不通的。如果一门生意只是个理念，没有已经证实的收入流，在大
多数潜在买家眼中，它就没
有任何价值。
If they were interested in developing
their own business from the ground up there
are numerous resources to help them get
started and they would not be looking to
buy
something already established in the first place.
Buyers want to acquire
something that is
already successful, not an unproven concept.
如
果买家有意从头做起打造自己的业务，他们有很多启动资源，无需花钱去买一家刚起步的
公司。买家希望
收购的是已经成功的公司，而不是一个未经证实的理念。
are interested in
profits, not revenue
2.买家感兴趣的是利润，不是收入
Another common misconception is that buyers
are impressed with revenue figures.
Sure, they
can sound good, but when it comes down to it the
only number that
matters is the profit a
business turns (see last week’s column for more on
why
revenue is a vanity metric). Take a look
at these two scenarios:
另外一种常见的误解是买家会被公司的收入数据所
打动。确实，收入可能听起来很美好，但
归根结底，真正重要的数据是一家公司的利润。不妨看看以下两
例：
Business A: $$30,000 monthly revenue,
$$25,000 monthly expenses, $$5,000 monthly
profit and $$60,000 annual profit.
公司A：月收入3
0,000美元，支出25,000美元，利润5,000美元，一年利润60,000美
元。
Business B: $$10,000 monthly revenue,
$$1,000 monthly expenses, $$9,000 monthly
profit
and $$108,000 annual profit.
公司B：月收入10,000美元，支出
1,000美元，利润9,000美元，一年利润108,000美元。
The monthly
revenue for the first site is three times more
than the second business,
but the actual
profit is almost half. Experienced business buyers
want to see profit
numbers, not revenue.
第
一家公司每月的收入是第二家的三倍，但实际利润差不多只有后者的一半。有经验的买家
希望看到的是利
润数据，而不是收入。
expect verifiable financial
claims
3.可检验的财务声明才符合买家预测
If you are going
to claim revenue from a specific source, you need
to have verifiable
proof. For example, if you
are selling advertising space directly, be
prepared to
show invoices as well as bank
statements that show matching deposits. If you are
generating revenue through affiliate offers or
third-party ad networks with an
online
business, be prepared to show deposit records and
even access to your
accounts online so both
parties can see the accounts live. I advise
clients to use
TeamViewer or Skype as a
practical way to verify financial claims on
smaller
business sales where using an
accountant is not always practical or cost-
effective.
如果你要宣称拥有一笔特定来源的收入，就要拿出证据。比如，要是你在直接出
售广告位，
准备好出示发票和能显示相应收款的银行对账单。要是你的收入来自会员服务或第三方广告<
/p>
网络，准备好出示收款记录，甚至是在线登入你的账户，以便让双方都可以看到
你账户上的
实时情况。在规模较小的商业交易中，聘用一位会计师往往既不方便也不实惠，我建议客户<
br>用远程软件TeamViewer或Skype来证实财务状况。
’t live
in the past
4.不要活在过去
The previous success
of a business is largely irrelevant at the time of
sale, especially
if it has been struggling
lately. Buyers are interested in recent
performance (usually
the last 12 months) and
future sustainability and viability, especially if
you operate
in a dynamic space (such as with
websites). I commonly hear sellers talk about how
successful their business was in the past
after a recent drop and “all it needs is a
little work to get back on track”.
一家公司过往的
辉煌历史在出售时往往没有多大意义，尤其是如果它近来已经身陷困境多时。
买家感兴趣的是公司近期的
表现（通常为过去12个月）和未来的可持续性与生存能力，特
别是当你的公司处于一个不断变化的领域
的时候（比如互联网）。我经常听到卖方说，尽管
最近业务下滑了，但自己的公司过去是多么成功，“只
要轻微一点努力便可以让其重回正轨。”
Unfortunately, buyers don’t
see it this way. They aren’t interested in fixing
and
recovering your business, especially if
you are expecting them to pay a premium.
However, don’t be afraid to show previous
years if the business has been growing
steadily. Buyers love to see growing revenue
and profit figures, especially if you
have
already made future plans for the business that
seem realistic based on past
performance.
可惜的是，买方并不这么看。他们没有兴趣对你的公司修修补补，更别指望他
们会为此支付
溢价。但如果你的公司一直在稳定增长，大胆展示之前的成就吧。买方喜欢看到不断上升的
收入和利润数据，如果你还根据之前的业绩制定了看上去可行的未来规划，那将对买家更有
吸引
力。
y is the best policy
5.诚实是最有效的策略
The truth is going to always surface, so be
upfront about everything from the
beginning.
Experienced investors understand that every
business is going to have
positives and
negatives. There is no such thing as a perfect
business.
真相总有水落石出的那天，所以从最开始就要将所有事情说清楚。有经验的投资者
能理解每
门生意都有优缺点。世界上不存在完美的生意。
If you are
honest and transparent from the start there is
less risk of a deal going
sour because the
buyer uncovered something during due diligence
that wasn’t
accurate or an instance where the
truth was stretched. Honesty is the best policy in
all business transactions and selling any
business is no different.
如果你从最开始便能做到诚实透明，便可以大
幅降低买家在尽职调查时发现事实不准确或被
夸大，从而导致交易失败的风险。在任何商业交易中，诚实
都是最有效的策略，转让公司也
不例外。
to answer a lot
of questions
6.准备好回答许多问题
Businesses —
especially those run 100 percent online — are
forever becoming
more popular,
with so many people looking to become independent
and quit their
nine-to-five jobs.
Consequently, it has lead to a lot of
inexperienced buyers
inquiring about
businesses for sale, which can be a significant
time drain, unless
you use a broker whose job
is to handle questions and vet buyers for you.
Selling
yourself will lead to a lot of
questions — and you need to be prepared to answer
them all, regardless of how simple they may
sound.
做买卖，尤其是互联网领域的买卖会越来越热门，有太多人渴望不受约束，告别朝九晚五
的
生活。最终，这将导致许多经验不足的买家打听待售的公司。回答这些问题会耗费大量时间，
除非你聘用经纪公司负责处理这些问题，帮你审查买家。卖掉公司本身会带来很多问题—
—你需要做好回
答这些问题的准备，不论它们听起来可能是多么简单。
Never judge a buyer.
You never know whom you are dealing with or the
buying
power they possess. Someone asking what
appears to be a simple question could
potentially be a buyer that is new to the
specific industry and have deep pockets for
investing. Experienced buyers will often
hammer the seller with questions in an
attempt
to turn up inconsistencies and red flags.
不要对买
家指指点点。你永远不知道与自己打交道的是谁，或他们具备怎样的购买力。问着
看起来很简单问题的人
，或许是对某个行业不够了解但财力雄厚的大买主。有经验的买家常
用的一招——就是用反复提问轰炸卖
方，以图找出你回答中的前后矛盾之处和那些危险信
号。
美联英语：
小编给你一个美联英语官方试听课申请链接：http:?tid=16-73374-0
美联英语提供：美联英语：卖掉公司，一定先搞清楚这六件事
Selling a business is never an easy or simple
process. However, the rewards can be
great,
and ultimately, life-changing, so if you do decide
to sell there are six key
things you need to
be aware of that will help you prepare and
maximize your
chances of success. Getting it
wrong before you start can ruin any hopes of a
sale
and can mean many months of your time
wasted.
卖掉公司，过程绝不轻松，但回报也是巨大的，足以改变你后半生的生活。所以，如果
你真
的决定卖出自己的公司，务必要先搞清楚六件事。它可以帮你做足准备，最大限度地提高成
功几率。而在这些事上行差踏错，很可能会令你出售公司的全部希望尽毁，数月时间白白浪
费。
While I specialize in the sale of online
businesses and refer to those as examples,
these points still apply to business sales
whether offline or online. Experienced
buyers
will see straight through you and the business you
are selling and will
quickly pass over your
offering if they see any red flags.
我的专长是网络公司的
转让出售，本文引用的案例也将来自这类公司，但其中要点同样适用
于非网络公司的转让。有经验的买家
对你和你要出售的业务一眼就能看穿，一旦看出任何危
险信号，他们根本就不会再理睬你的报价。
won’t pay more for potential
1买家不会为了“潜力”多付钱
I regularly speak to
business owners who believe they have a potential
gold mine
and expect to command a high selling
price based on perceived potential alone.
This
isn’t how it works. If a business is simply a
concept without a proven revenue
stream then there isn’t any value in the eyes
of the vast majority of potential
buyers.
对那些认为自家公司是一座潜力无限的“金矿”，光凭这点就该卖个高价的老板们，我要一
遍遍地说：这
套想法是行不通的。如果一门生意只是个理念，没有已经证实的收入流，在大
多数潜在买家眼中，它就没
有任何价值。
If they were interested in developing
their own business from the ground up there
are numerous resources to help them get
started and they would not be looking to
buy
something already established in the first place.
Buyers want to acquire
something that is
already successful, not an unproven concept.
如
果买家有意从头做起打造自己的业务，他们有很多启动资源，无需花钱去买一家刚起步的
公司。买家希望
收购的是已经成功的公司，而不是一个未经证实的理念。
are interested in
profits, not revenue
2.买家感兴趣的是利润，不是收入
Another common misconception is that buyers
are impressed with revenue figures.
Sure, they
can sound good, but when it comes down to it the
only number that
matters is the profit a
business turns (see last week’s column for more on
why
revenue is a vanity metric). Take a look
at these two scenarios:
另外一种常见的误解是买家会被公司的收入数据所
打动。确实，收入可能听起来很美好，但
归根结底，真正重要的数据是一家公司的利润。不妨看看以下两
例：
Business A: $$30,000 monthly revenue,
$$25,000 monthly expenses, $$5,000 monthly
profit and $$60,000 annual profit.
公司A：月收入3
0,000美元，支出25,000美元，利润5,000美元，一年利润60,000美
元。
Business B: $$10,000 monthly revenue,
$$1,000 monthly expenses, $$9,000 monthly
profit
and $$108,000 annual profit.
公司B：月收入10,000美元，支出
1,000美元，利润9,000美元，一年利润108,000美元。
The monthly
revenue for the first site is three times more
than the second business,
but the actual
profit is almost half. Experienced business buyers
want to see profit
numbers, not revenue.
第
一家公司每月的收入是第二家的三倍，但实际利润差不多只有后者的一半。有经验的买家
希望看到的是利
润数据，而不是收入。
expect verifiable financial
claims
3.可检验的财务声明才符合买家预测
If you are going
to claim revenue from a specific source, you need
to have verifiable
proof. For example, if you
are selling advertising space directly, be
prepared to
show invoices as well as bank
statements that show matching deposits. If you are
generating revenue through affiliate offers or
third-party ad networks with an
online
business, be prepared to show deposit records and
even access to your
accounts online so both
parties can see the accounts live. I advise
clients to use
TeamViewer or Skype as a
practical way to verify financial claims on
smaller
business sales where using an
accountant is not always practical or cost-
effective.
如果你要宣称拥有一笔特定来源的收入，就要拿出证据。比如，要是你在直接出
售广告位，
准备好出示发票和能显示相应收款的银行对账单。要是你的收入来自会员服务或第三方广告<
/p>
网络，准备好出示收款记录，甚至是在线登入你的账户，以便让双方都可以看到
你账户上的
实时情况。在规模较小的商业交易中，聘用一位会计师往往既不方便也不实惠，我建议客户<
br>用远程软件TeamViewer或Skype来证实财务状况。
’t live
in the past
4.不要活在过去
The previous success
of a business is largely irrelevant at the time of
sale, especially
if it has been struggling
lately. Buyers are interested in recent
performance (usually
the last 12 months) and
future sustainability and viability, especially if
you operate
in a dynamic space (such as with
websites). I commonly hear sellers talk about how
successful their business was in the past
after a recent drop and “all it needs is a
little work to get back on track”.
一家公司过往的
辉煌历史在出售时往往没有多大意义，尤其是如果它近来已经身陷困境多时。
买家感兴趣的是公司近期的
表现（通常为过去12个月）和未来的可持续性与生存能力，特
别是当你的公司处于一个不断变化的领域
的时候（比如互联网）。我经常听到卖方说，尽管
最近业务下滑了，但自己的公司过去是多么成功，“只
要轻微一点努力便可以让其重回正轨。”
Unfortunately, buyers don’t
see it this way. They aren’t interested in fixing
and
recovering your business, especially if
you are expecting them to pay a premium.
However, don’t be afraid to show previous
years if the business has been growing
steadily. Buyers love to see growing revenue
and profit figures, especially if you
have
already made future plans for the business that
seem realistic based on past
performance.
可惜的是，买方并不这么看。他们没有兴趣对你的公司修修补补，更别指望他
们会为此支付
溢价。但如果你的公司一直在稳定增长，大胆展示之前的成就吧。买方喜欢看到不断上升的
收入和利润数据，如果你还根据之前的业绩制定了看上去可行的未来规划，那将对买家更有
吸引
力。
y is the best policy
5.诚实是最有效的策略
The truth is going to always surface, so be
upfront about everything from the
beginning.
Experienced investors understand that every
business is going to have
positives and
negatives. There is no such thing as a perfect
business.
真相总有水落石出的那天，所以从最开始就要将所有事情说清楚。有经验的投资者
能理解每
门生意都有优缺点。世界上不存在完美的生意。
If you are
honest and transparent from the start there is
less risk of a deal going
sour because the
buyer uncovered something during due diligence
that wasn’t
accurate or an instance where the
truth was stretched. Honesty is the best policy in
all business transactions and selling any
business is no different.
如果你从最开始便能做到诚实透明，便可以大
幅降低买家在尽职调查时发现事实不准确或被
夸大，从而导致交易失败的风险。在任何商业交易中，诚实
都是最有效的策略，转让公司也
不例外。
to answer a lot
of questions
6.准备好回答许多问题
Businesses —
especially those run 100 percent online — are
forever becoming
more popular,
with so many people looking to become independent
and quit their
nine-to-five jobs.
Consequently, it has lead to a lot of
inexperienced buyers
inquiring about
businesses for sale, which can be a significant
time drain, unless
you use a broker whose job
is to handle questions and vet buyers for you.
Selling
yourself will lead to a lot of
questions — and you need to be prepared to answer
them all, regardless of how simple they may
sound.
做买卖，尤其是互联网领域的买卖会越来越热门，有太多人渴望不受约束，告别朝九晚五
的
生活。最终，这将导致许多经验不足的买家打听待售的公司。回答这些问题会耗费大量时间，
除非你聘用经纪公司负责处理这些问题，帮你审查买家。卖掉公司本身会带来很多问题—
—你需要做好回
答这些问题的准备，不论它们听起来可能是多么简单。
Never judge a buyer.
You never know whom you are dealing with or the
buying
power they possess. Someone asking what
appears to be a simple question could
potentially be a buyer that is new to the
specific industry and have deep pockets for
investing. Experienced buyers will often
hammer the seller with questions in an
attempt
to turn up inconsistencies and red flags.
不要对买
家指指点点。你永远不知道与自己打交道的是谁，或他们具备怎样的购买力。问着
看起来很简单问题的人
，或许是对某个行业不够了解但财力雄厚的大买主。有经验的买家常
用的一招——就是用反复提问轰炸卖
方，以图找出你回答中的前后矛盾之处和那些危险信
号。
美联英语：
小编给你一个美联英语官方试听课申请链接：http:?tid=16-73374-0