If you aren't honest with yourself as to the reasons you are selling, buyers will sense this and, very often, back away. The third biggest mistake sellers make is not knowing what their business is really worth. While it is true the ultimate determination of value is what a buyer is willing to pay you for your business, unless you have an idea of its worth, you'll be unable to judge the offer fairly. It is imperative for sellers to have a valuation of their business, prepared by an experienced professional, prior to attempting to sell the business. Most business owners do not realize why buyers will be interested in their businesses.
Buyers buy businesses for myriad reasons.
You need not try and out guess them. Simply be prepared to show them all the benefits associated with acquiring your business. The fifth biggest mistake business sellers make is not knowing what type of companies will be interested in buying their business. Everyone talks about synergy and strategic buyers, buy synergy is more than just selling to your competition. Sellers must keep their radar sharp as to all the potential types of acquirers of their business.