They may be hiding the fact that new competition is entering the market, that the business has serious problems or some other reason the business is not salable under existing circumstances. Even worse, some sellers do not disclose that there is more than one owner and that they are not all in agreement about selling the business. At this point, the terms of the deal have to be altered, and the buyer won't agree. Sellers should deal with these complications ahead of time. Sometimes sellers don't understand that almost all businesses are seller-financed.
Buyers have to be able to make the payments while still making a living from the business.
If the business cannot offer this necessity, no one will buy it. The Buyer 1. The buyer may not have an urgent need or a strong desire to go into business. Some buyers, like sellers, have very unrealistic expectations regarding the price of businesses. They are also uneducated about the nature of small business in general.