How to Attract a Giant Like Facebook to Buy Your Company
There’s an old saying in business: great companies are bought, not sold. If you appear too eager to exit, potential buyers will sense desperation often leading to a lower valuation or poor deal terms.
But what if you do want to sell? Maybe you’re ready to move on to a new venture, or personal reasons are pushing you toward an exit. The key isn’t to look like a seller, it’s to look like a partner.
The Power of Positioning: Partnership vs. Sale
One of the smartest ways to spark acquisition interest is to approach a potential buyer under the guise of a partnership discussion. Partnerships usually start with both sides sharing:
- Strengths and capabilities
- Strategic goals
- Long-term aspirations
In doing so, you showcase your company’s unique assets. And often, a savvy acquirer will quickly realize that instead of simply partnering, they’d be better off buying your business outright.
Case Study: How Facebook Acquired Ozlo
A great example comes from Charles Jolley, founder of Ozlo, a startup focused on building a better digital assistant. At the time, the market was heating up—Apple had Siri, Amazon had Alexa, and Google was pushing its own assistant technology.
Jolley believed Ozlo had developed a superior product but knew he needed a larger platform for distribution. Instead of pitching his company for sale, he approached major players like Facebook, Amazon, and Google with a partnership proposal.
When Facebook met with Jolley, they initially discussed collaboration. But as the conversation evolved, Facebook realized acquiring Ozlo would strengthen its own messaging platform far more than a partnership ever could.
Once word spread that Facebook was moving toward acquisition, other potential “partners” entered the race. This created a competitive bidding environment, giving Jolley the leverage to negotiate a deal he couldn’t refuse. In July 2017, Facebook officially acquired Ozlo.
Lessons for Business Owners
What can entrepreneurs and business owners learn from Jolley’s strategy?
- Don’t Sell—Partner First
Frame initial conversations around partnership, not sale. It shifts the dynamic and puts you in a stronger negotiating position. - Showcase Strategic Value
Highlight how your product, service, or technology complements a larger company’s goals. Acquirers pay premiums when they see clear synergy. - Create Competition
When multiple buyers show interest, you gain leverage to drive up the purchase price. - Stay Confident, Not Desperate
Positioning yourself as a valuable partner ensures you’re negotiating from strength, not weakness.
Final Thoughts
The story of Ozlo and Facebook demonstrates that the best acquisitions often start as partnerships. By presenting your business as a strategic ally rather than a company looking to sell, you increase the odds of attracting and securing a premium acquisition offer.
If your ultimate goal is to sell your company, remember: the path to a successful exit isn’t about chasing buyers. It’s about building relationships, showcasing value, and letting acquirers come to the conclusion themselves—this business is too valuable not to own.