Competitor selling up

pugsport

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I started out self employed 3 months ago and have struggled to get work. I had a call today from a guy who has being doing pc repairs in town and surrounding area for years, he is well known and established, and he is now leaving the country, he has offered to sell me his regular client base and his business name. His regular clients consists of 180 residential whom he services at least twice a year, no maintanance contracts, and usually consists of a clean up and tune, and installing newer A/V. Most of his work is one-off jobs. He had a turnover of £18,000 last year and spent £4500 on local advertising. He is asking £2500 for his client base, the use of his established business name and a few tools of the trade. Obviously I am going to check he is who he says he his.
The client base is 176 more than I have and that is something I can build on, his business name is established and well known, again something I can build on, is £2500 a fair price?
 
I would ask him :

1. How do you maintain contact with the 180 people to get the work and is it all of these he gets repeat work from.

2. Is he willing to introduce you to these and say he recommends you

3. Is established name 'independant' of him and he has full resell rights along with any domain rights

4. What return did he get on his £4500 advertising.

Tools of trade?? - I'm sceptical on what these are and personally wouldn't bother

If he seems genuine, covers above AND will let you see his accounts I'd say yes, you'd have a very good chunk of people to sell yourself to - even add extra services he may not sell them.

You won't get them all in reality but after all you could spend £2500 and still not get many clients so its a good opportunity.

Is there other repairers in vicinity?
 
I'd take it on a commission basis of 15% per call. Tell him you will keep track and pay him quarterly for up to 2 years. There is no guarantee those folks will want to use your services or change over to your company.

Commission is the way to go in my opinion.
 
I agree with DCGPX, I owuld also find out if you are the only person (tech repair) he has contacted to sell his business to?

it's a tough call because you might get the customers anyway if the company closes but it could be an issue if someone else buys it instead.

you could always make an very low offer? :eek:

also of that £18,000 turnover what % was profit?

good luck!
 
As the saying goes, turnovers vanity, profit is sanity.

You really need to know exactly how much profit he has made, not just this year, but other years.

Check his accounts, and make sure they are the true figures, not ones he's plucked out of thin air. See if his accounts have been done by an accountant.

I rather like Lisa's idea of a comission exchange.

Then you will be able to make your own decision based off that. Does he have a store front, or is he mobile.
 
The profit is a very good point, out of that £18k turnover a lot of that would be parts.

I also think the comission is a good idea as he will probably loose a lot of customers when he goes. However things might be a bit tricky if he is moving to Mongolia.

Also if he does move away he has instantly opened up a massive cap in the martket you can fill. So for the £2500 if all you're buying is a contact list it is really a waste of money.
 
If it's a PC repair business - customers are going to come to you -

if you buy a list of clients how would you get your ROI at £2500/180 = £13.90 per head back? Mass mail them some offer? It's no like you'll see all 180 clients again. I doubt you would claw back the investment.

My advice buy his domain name and telephone numbers mobile and landlines.

Redirect them all to you. And take call that girls advice and give him a commision on any services.
 
That's a fairly poor return on investment for marketing. I'd negotiate lower tbh. I'd also ask around for opnions on his business, no point in keeping his name if it's going to have a bad effect.
 
Thanks for the comments and alot of valid points.
I met him this evening and had a 3 hour chat, I get the impression this was a last minute thought for him, having his clients looked after and making some money from it, this puts me in a strong negotiating position. All his appointments for the last 18 months were in two very used notebooks, he has almost finished putting them onto a spreadsheet, between Feb 09 and Aug 10, he earnt £11,000. Alot less than the £18,000 he initially claimed. It appears 1/3rd he has been to twice and their are a dozen that he's done work for 3-4 times this year and he has one business on his books. If I take his client base on he insists that he introduces me to his regulars and the one business he has + 3 he terms as "special" clients
I do see value in his client base and I see alot of value in his trading name, it is established and known in my local town and a nearby city, which he regulary advertises in.

The company name he uses is not registered in our locality, I have checked the national business register, the same business name has been registered in 66 locations in the UK, as he has never registered it in my locality there is no reason why I could not register that name and use it myself, he will no longer be around to trade under that name, generally I am not the scrupulous type and view that as un-ethical.

I doubt he can find anyone else in the area he could "sell" this to, especially with short notice, he is leaving the UK Dec 28th.

His business name says it all (cough cough)! Easy to capitalise on, and is more to the point it really says it all, better than my current business name.
His client base is also something I can capitalise on.

He is a mobile tech, no store front, like me. When he goes I will be the only one localy advertising, logic dictates I would get the work.

My options as I see it;
Register the business name he uses, no one else in the vicinity can then use that name, and start trading under that name-capitalising on his reputation,
possibly running the risk of alienating his current clients and future clients, (word of mouth). Un-ethical and un-proffesional.

Or pay him a fair sum for his client base and the use of his trading name, then register that trading name protecting my investment.

I did offer him a percentage of 10-12.5% of any earnings from his client base as suggested by "call that girl", that is obviously based on alot of trust, I told him that this side of xmas I cannot lay my hands on £2500, he did ask how much I could obtain in cash, I replied £1200, he said he would be prepared to take £1200 and have the balance paid over 12 months on a quarterly basis.

Being with this guy for 3 hours I have learnt alot about his price structure, for the few clients I have had so far I got it wrong! My perception of what people are prepared to pay was so wrong. That information itself has
value. As I write this my head is working overtime.

I have worked in security and loss prevention for several years and had a lot of training in interview techniques and interrogation, and I told him so, whenever I thought he was "embellishing" I told him so and he came clean.

I guess what I am looking for here is re-assurance, my wife is my safety net, but she she borders sceptic with paranoia, and struggles to see anything logical.

I have spent £600 on ads in 3 months and got 2 jobs-value= £175+ I spent £1200 on 4'x3' poster in a local shopping centre running for 2 yrs no response as yet.

Whisky is now kicking in! Alot to think about, I have to give him a desicion by this sat, i don't think he will find anyone else, and I can, not a word I like "screw him down", but hey, business is business, but I want to be fair.
I am a "rule and book man" and honesty and integrity is high on my personal traits.
 
How many other competitors are there in the area?

If it was me, I would lean towards doing more of an advertising blitz at this time to let the 180 customers know about yourself as an alternative.
 
I agree with Tuwoki,

if you are one of the only mobile techs in your local area I'm sure you would pick up more than half of his old client's just through a big advertisement push.

however would it be cheaper to let him know you would get most of his clients anyway since you are his only main competitor and get him to drop the price that way you will also get the introduction to his clients from someone they trust and hence faster reputation gain with the clients at a cheaper price then advertisement and the time it would take to earn their loyalty.

many decisions.
 
I decided not take up his offer, we are currently living off my redundancy money so realisticaly handing that chunk over would be too risky. The door is left open, I doubt anyone else in town will take him up on the offer, so I am going to an AD blitz in the new year, plus two local repair shops have stopped trading in the last 8 months. In the mean time it looks like I will have find a part time job, dipping into my redundancy money each month is gut wrenching!
 
If it's a PC repair business - customers are going to come to you -

if you buy a list of clients how would you get your ROI at £2500/180 = £13.90 per head back? Mass mail them some offer? It's no like you'll see all 180 clients again. I doubt you would claw back the investment.

My advice buy his domain name and telephone numbers mobile and landlines.

Redirect them all to you. And take call that girls advice and give him a commision on any services.

Exactly what I would do. Great advice, especially on the phone number. If he is doing advertising like he claims, then his number can be in YellowBooks, etc that people will continue to call.
 
He's stupid to not take the commission deal. It's better than nothing!

And look what he got, nothing! Kudos to you, now you can make that money with direct marketing of your own branded business.

I just put up a billboard, try that if it's affordable. 10x30 for one year is a huge advertisement...and cheap for the exposure.
 
An £18,000 turnover with £4500 advertising? I am close to that figure and spend no more than £200 a year on advertising.
1-you can do more than £18,000 turnover if you spend £4500 with new business with clever advertising!!

2-if this is your hoby and not planing to make money in this business £200 good budget for a new business or if you already established business with well popular name, than you dont need to spend even £200
 
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