How To Win At Selling Your Business

Selling your business is a big moment - often the largest financial decision you’ll ever make. But beyond the sale price, there’s a lot on your mind: confidentiality, tax implications, what happens to your employees and customers, and how long you’ll be tied to the business after the sale.

To navigate it all successfully, objective negotiation is key. And the best outcomes come from a win-win approach—one where both you and the buyer walk away satisfied.

3 Principles for a Win-Win Business Sale:

1. See the Buyer as a Partner, Not an Opponent

This isn’t a battle—it’s a collaboration. The buyer is interested in what you’ve built, and your job is to find a deal that makes sense for both sides. Keep your cool, don’t take offers personally (even low ones), and stay focused on the big picture. When you approach negotiations with respect and professionalism, you create space for trust—and better deals.

2. Understand the Buyer’s Perspective, Not Just Your Own

You know your business inside and out, but buyers are looking at it differently. They have their own goals, concerns, and deal-breakers. The more you understand what matters to them, the better positioned you are to create terms that work for everyone. We call this putting on the Buyers Glasses. Stay open, ask questions, and avoid making assumptions—many deals are won by listening well, considering your buyer’s perspective and finding common ground.

3. Be Clear on Your Goals, but Flexible on the Path

Know your bottom line, but don’t get stuck on rigid deal terms. There are often multiple ways to get what you want—you just have to be willing to explore them. By staying flexible and solution-oriented, you increase the chances of finding common ground, even when negotiations get tricky. Make sure your Deal Team partners understand what is important to you. Your broker, accountant and attorney can help you map new strategies to arrive at the closing table.

The Bottom Line 

Negotiating a business sale is complex—but it doesn’t have to be combative. With the right mindset, a clear understanding of what matters (to both sides), and a flexible approach, you can strike a deal that reflects the true value of what you’ve built.