First you should have your business valued by an expert. There is no sense in doing all the work necessary to get you business in saleable shape, then go through the negotiations process, just to change your resolve at the last minute. Be sure you understand the reasons why your expert has recommended the specific price tag for your business. It has to be realistic for a potential buyer and provide you with the money want and need to live on. Sweat equity, for example, will not hold up at the bank as an asset.
Banks look predominately at the book value and cash flow.
Buyers too will be looking primarily at your sales, assets and profits. So be sure your valuation expert has helped you understand this perspective. Once you've established a fair price, one which you can live with, stick to it. Before approaching serious buyers, put everything into the best possible order. Compare this step with selling a house.