1. Focusing too much on one buyer
A common mistake is to negotiate directly with one known party - for example, a customer, supplier or industry peer who has approached you - without a competitive process. While this feels familiar, the risk is high: you lose bargaining power, and if the party drops out, there is no alternative.
Our advice: create choice. By approaching multiple parties, you create competition and therefore often a better price, conditions and match.
2. Not having a realistic picture of the value
Valuing a business is no wet finger work. Yet many entrepreneurs base their expectations on "what they've heard" or a rule of thumb from their network. In doing so, future opportunities are often overestimated and risks underestimated - leading to disappointment or buyers dropping out. In practice, we see that >25% difference in price expectations between buyer and seller cannot be bridged.
Avoid frustration: have an independent valuation performed and be honest about risks and uncertainties. A realistic starting position ensures a smoother process.
3. Focusing only on price
Many business owners ask one question: "What will end up in my bank account?" The price is obviously important, but certainly not everything. The sales structure, guarantees, indemnities and financing structure also determine how much and when the money will actually be in your account. In addition, things like cultural fit and integration play a big role in the success and survival of your business after the transfer.
A good deal is all about the big picture. A strategically fitting buyer with clear agreements often delivers more than the highest bidder with bad terms.
4. Not using specialist guidance when selling
Some business owners only engage their accountant or try it themselves. But with less experience in negotiating, valuing or positioning, you often leave money on the table. An M&A advisor professionally substantiates value, positions your company strongly through an information memorandum (IM), and sets up a competitive process that strengthens your negotiating position and drives up the price and terms. In more than 95% of cases, an M&A advisor pays for itself handsomely. And in that other 5%? Then we are the first to honestly say that enabling is not necessary - for example, in smaller companies where our fees exceed the realistic increase in value we can achieve.
A specialized M&A advisor not only pays for itself in double-digit returns, but also provides peace of mind and focus during the process. You can continue to focus on the core of your business, while we professionally guide the sales process.
5. Letting emotions dominate
Selling your business is emotional. Logical: you spent years building it up yourself. But those who allow themselves to be led by emotion often set their sights too high, break off conversations when criticized, or get stuck in unrealistic expectations.
A good advisor keeps a cool head, guides with both understanding and distance, and ensures that your interests remain paramount - even when things get tense.
6. Starting to prepare too late
Many business owners wait to prepare until they are leaving the company or heading toward retirement. By then it is often too late to take value-enhancing measures. Poor commercial data, messy contracts or hidden risks (such as claims or tax structures) then only come to light during due diligence. Robust middle management is also frequently lacking.
Start early - preferably 12 to 24 months before the desired transfer - to optimize your business value and continuity
What does this deliver?
Those who avoid these mistakes increase the chances of:
- a higher value and better terms;
- a calmer process, with fewer surprises;
- a sustainable transfer for all involved.
Wondering how to sell your business optimally?
Florijnz guides entrepreneurs every step of the way: from preparation and valuation to negotiations and closing. We know the market and the pitfalls - and make sure you are stronger in the process.
Schedule a no-obligation meeting with one of our advisors.
