Until you have decided what you are selling (i.e., assets or ownership), you cannot accurately set a sale price. Also, an asset sale and an ownership sale are valued differently. Either way, the sale of a going concern, whether through assets or ownership, makes valuation more complicated. It is very common to hire a business appraiser or an accountant who specializes in business sales to help you determine a sale price. Setting an accurate sale price is very important because it will be scrutinized during the “due diligence” phase discussed below.