The #1 Credential Boomer Owners Look For in an Advisor

Your weekly look inside the mind of a business owner. Backed by insights from our proprietary database of over 80,000 owners, each edition delivers the data and perspective you need to have more strategic conversations and build a stronger advisory practice. Plus, check the end of each issue for upcoming events, helpful resources, and other updates.

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If you want to win more business from the Boomer generation of owners preparing to exit, now is the time to put your industry expertise front and center. With an unprecedented number of Boomer-owned businesses set to change hands over the next few years, competition for their attention is heating up. Our research shows that while all business owners value advisors who understand their sector, this preference grows dramatically with age, making industry knowledge the edge you need to stand out.

At Value Builder, more than 80,000 business owners have inquired about the value of their company by requesting a Value Builder Score Report. As part of our intake questionnaire, we ask them how they would choose an advisor, giving three options:

1. A track record in my town

2. A track record of working with fast growth companies

3. A track record of working with companies in my industry

All owners prefer advisors with industry experience, but the preference becomes stronger with age. Among Millennials, the gap between industry experience and a track record of helping fast growth companies is just 11 points (52% vs 41%). For Boomers, that gap nearly quadruples to 43 points (67% vs 24%).

As owners age, industry expertise becomes king. They want someone who understands the specifics of their field, not just business in general. 

Make your industry credentials impossible to miss. Update your LinkedIn profile, website, and marketing materials so sector-specific experience jumps out within seconds. Replace generic statements like “I work with business owners” with concrete examples of the challenges, benchmarks, and opportunities in the industries you know best. The more you show you understand the nuances of their market, the more likely a boomer owner will see you as the advisor they can trust to guide their exit.

Advisor Resources

💻 Value Builder advisors get exclusive access to Value Builder Analytics — the same research behind the insights in this newsletter. Drawn from data provided by more than 80,000 business owners worldwide, these findings help you shape smarter conversations and stronger client relationships.

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📖 Research from business owners reveals that getting an owner to open up about their next chapter unlocks a hidden wallet worth 60% more in terms of what they’re willing to spend on external advice. Check out the data and learn how to start The Endgame Conversation® with this free eBook.

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This Issue's Contributors

Jason Reilly, Editor; Michael Sarkis, Director - Value Builder Analytics; Deanne Kong Ting, Director - Customer Success; and Jen Chou, Senior Graphic Designer.