If you're committed to selling there's no reason to imagine your potential acquirers are limited to a handful of competitors. General investors, related but non-competing businesses [perhaps including your customers] and even unrelated businesses are also in the mix.

If the business is profitable and can be packaged up into something close to a turnkey operation, then marketing it will be even easier. But packaging it up like that means a substantial commitment to selling and the price is a lot of distraction from the core business.

Good luck.