The Psychology of Selling a Business

In partnership with

Selling your business is emotional.

It’s your baby.

It’s your identity.

It’s probably your biggest financial asset.

But if you want top dollar, and a smooth exit, you need to set all that aside.

Because the moment you become too attached, you start making bad decisions.

Emotions Kill Leverage

The biggest mistake sellers make in negotiations?

When you get excited, anxious, or overly hopeful:

• You reveal more than you should

• You settle too early

• You fear walking away (even when you should)

Buyers can sense this. And once they know you “need” the deal to happen, they’ll use it to push for lower price, worse terms, or both.

Start learning AI in 2025

Everyone talks about AI, but no one has the time to learn it. So, we found the easiest way to learn AI in as little time as possible: The Rundown AI.

It's a free AI newsletter that keeps you up-to-date on the latest AI news, and teaches you how to apply it in just 5 minutes a day.

Plus, complete the quiz after signing up and they’ll recommend the best AI tools, guides, and courses – tailored to your needs.

Sign up to start learning.

Credibility Is Everything

In negotiations, trust is currency.

You could have the best asset in the world, but if buyers think you’re bluffing, or inconsistent, they’ll test you.

That’s how pros do it:

They build credibility early and protect it like equity.

The Seller Shouldn’t Be the Negotiator

It’s hard to be objective when you’re emotionally invested.

Paul Giannamore said it best:

He doesn’t negotiate for himself. And he’s a pro.

If you’re selling your company, you need distance.

Let your advisor negotiate on your behalf while you focus on playing your role: calm, confident, collaborative.

Your Job in Buyer Meetings? Don’t Blow It.

Management meetings are like a first date:

You won’t win the deal here, but you can lose it.

Here’s what to do instead:

• Be warm, friendly, curious

• Listen more than you talk

• Ask open-ended questions

• Never show desperation

• Never bash competitors

• Never reveal your hand

Remember: buyers are always taking notes, on you as much as your numbers.

Play it Cool, Win Big

Negotiating a business sale is a game of psychology.

The more emotionally detached you are, the more power you have.

The more credible you appear, the more trust you gain.

The more disciplined your process, the better your terms.