Your Time Is Your Most Valuable Commodity: How to Identify Serious Buyers with the Plus and Minus System
In the world of business transactions, one thing is abundantly clear: your time is your most valuable commodity. Every moment you spend is time you never get back—especially when you’re dealing with people who aren’t truly serious about buying your business. For every one serious buyer, there are dozens who are simply window-shopping, fantasizing, or only interested if they can land the “deal of the century.”
Whether you’re a business broker, investor, or entrepreneur looking to exit, you’ve likely encountered your fair share of time-wasters—people who appear interested but ultimately disappear when it’s time to act. These individuals often have no financing, no urgency, and no real plan to follow through.
So, how can you separate the wheat from the chaff? How can you quickly filter qualified, serious buyers from tire-kickers and dreamers?
The answer lies in the Plus and Minus System—a powerful yet straightforward framework designed to help you assess a serious buyer quality quickly and consistently.
The Reality: Most “Buyers” Aren’t Really Serious Buyers
Before diving into the mechanics of the Plus and Minus System, it’s crucial to understand the fundamental truth: most people who say they want to buy a business never actually do.
Some are curious about entrepreneurship, others are just exploring options, and a significant portion are simply addicted to the idea of business ownership but lack the means, support, or drive to pull the trigger.
- They attend seminars.
- They browse listings on business-for-sale websites.
- They meet with sellers.
- But when it comes to making an offer and writing a check? They vanish.
Why? Because saying you want to buy a business and actually buying one are two very different things. That’s why you need a consistent, replicable method to qualify buyers—and this is where the Plus and Minus System becomes invaluable.
The Plus and Minus System: A Proven Method to Qualify Buyers
The Plus and Minus System is simple: you assign or subtract points from a prospective buyer’s profile based on specific indicators. The more plus points a buyer has, the more serious buyer and qualified they likely are. Conversely, the more minus points, the more likely they are to waste your time.
Let’s break down the system:
Major Minus Indicators (-4 or -3 Points)
These are the biggest red flags. If a buyer checks more than one of these boxes, your alarm bells should be ringing.
- Needs Outside Financing (-4 Points)
If a buyer doesn’t have their own funding and is counting on SBA loans or third-party lenders, that’s a major yellow flag. Deals involving outside financing often fall apart due to underwriting issues, long delays, or unrealistic expectations.
- Has Been Searching for Over Six Months (-4 Points)
Someone who’s been “looking” for over half a year but hasn’t closed a deal likely isn’t serious—or is too picky to be practical. It’s a sign of either indecisiveness or lack of follow-through.
- Has No Cash Available (-3 Points)
This is self-explanatory. If someone has zero liquidity, how can they make an earnest money deposit or cover initial operating expenses? This person isn’t ready to play and isn’t a serious buyer.
- Currently Working a Corporate Job (-3 Points)
A corporate job often comes with comfort, routine, and a steady paycheck. Many such buyers are dreamers more than doers. They love the idea of owning a business—but leaving behind their salary and stability is a leap they may never make.
Moderate Minus Indicators (-2 or -1 Points)
These signals are not deal-breakers on their own but can be telling when combined with other red flags.
- Unsupportive Spouse (-2 Points)
If a buyer’s spouse isn’t on board, expect resistance during the process—or worse, after the sale. Business ownership is a major lifestyle shift and requires full support at home.
- Takes Copious Notes (-2 Points)
Ironically, buyers who show up with clipboards and legal pads often overanalyze and never act. Paralysis by analysis is a real phenomenon, and it’s a major time drain.
- In “No Rush” to Buy (-2 Points)
If someone says, “I’ll know it when I see it,” it usually means they’re not ready to commit. Business buying is not a perfect-match game; waiting for the “perfect” business is a sign of unrealistic expectations.
- Under Age 25 or Over 62 (-1 Point)
While there are exceptions, these age groups statistically are less likely to close. Younger buyers often lack capital or experience; older buyers may lack the energy or long-term commitment needed to run a business.
- Still Renting Despite Long-Term Local Residency (-1 Point)
A buyer who doesn’t own property and has lived in the area for years may have financial instability or commitment issues. This could signal a reluctance to put down long-term roots.
The Plus Indicators: What to Look For in a Serious Buyer
Now let’s explore the signs that a buyer is truly serious and worth your time. Each positive indicator adds points to their profile.
High-Value Plus Indicators (+3 Points)
- Recently Resigned or Unemployed (+3 Points)
A buyer who has already left their job is serious. They have time, motivation, and a sense of urgency to get a deal done.
- Understands That Books and Records Aren’t Everything (+3 Points)
Business ownership involves qualitative factors too—customer loyalty, branding, vendor relationships. A serious buyer who “gets this” has business acumen and is less likely to obsess over minor line items.
Moderate Plus Indicators (+2 Points)
- Has the Money to Buy (+2 Points)
This one is obvious. Liquidity equals legitimacy.
- No Dependents (+2 Points)
Buyers without children or dependents often have more financial flexibility and freedom to take risks.
- Family Has Owned a Business (+2 Points)
Exposure to entrepreneurship is a strong signal that the buyer understands what’s involved in running a business and is a serious buyer.
Light Plus Indicators (+1 Point)
- Aged Between 25 and 62 (+1 Point)
This range is typically the sweet spot—old enough to have experience and financial stability, young enough to commit for the long term.
- Skilled Worker or Professional (+1 Point)
A background in a skilled trade or professional field often translates into operational discipline and management capability.
- Location Is Not a Top Concern (+1 Point)
Serious buyers who are flexible about geography are focused on business fundamentals, not superficial criteria like commute time or storefront visibility.
How to Use the Plus and Minus System in Practice
This system works best when used consistently and early in the process. Here’s how you can integrate it into your workflow:
- Initial Phone Call or Meeting: Start scoring buyers right from the first contact. Listen for key indicators—good and bad.
- Track and Update Scores: Maintain a spreadsheet or CRM notes with each buyer’s score. Update as new information becomes available.
- Set a Threshold: Decide in advance what your cutoff is. For example, if a buyer scores -5 or lower, you don’t spend more than one follow-up call with them.
- Save Time, Stay Focused: Allocate your limited time and energy toward serious buyers with net positive scores. Let go of trying to convince the rest.
Why This System Works
The Plus and Minus System isn’t just about numbers—it’s about mindset. It reinforces the idea that you, as a seller, have limited bandwidth and high opportunity cost.
Every hour you spend chasing a non-buyer is an hour you could have spent:
- Improving your business value
- Talking to actual qualified buyers
- Enjoying your life and family
This system helps you reclaim your time and energy by giving you a clear framework for making fast, confident decisions about where to invest your attention.
Common Questions
Q: What if a buyer has both high plus and minus scores?
A: This happens. Look at the overall picture and trust your instincts. A buyer with +6 and -4 might still be worth engaging, but proceed with caution and ask tough questions.
Q: Is this system foolproof?
A: No. Nothing replaces human judgment. But the Plus and Minus System will drastically reduce the number of tire-kickers who take up your time.
Q: Can buyers improve their score over time?
A: Yes. If someone secures funding, leaves their job, or shows increased urgency, their score should reflect that. This isn’t a static judgment—it’s a dynamic tool.
Final Thoughts: Protect Your Most Valuable Resource
In business—and life—your time is irreplaceable. Learning to quickly identify the right buyers can mean the difference between closing a profitable deal or spending months chasing shadows.
The Plus and Minus System gives you a reliable, easy-to-use method to separate real buyers from the pretenders. It brings objectivity to a process that’s often clouded by emotion, gut feelings, or pressure to sell.
In a world full of talkers, dreamers, and browsers, your job is to find the doers—those ready and able to buy. Use the Plus and Minus System, and you’ll spend less time on dead-end leads and more time with the people who matter.
Because at the end of the day, your time is your most valuable commodity. Don’t give it away for free.