Myth #1: “It’s a quick process.”
Fact: On average, it takes 6–12 months to sell a well-prepared business. Deals fall apart for many reasons; income verification issues, lack of preparation, misrepresentation, funding problems, or simple cold feet. Owners who plan ahead and prepare their financials are much more likely to reach the closing table.
Myth #2: “I’ll get the price I want.”
Fact: Only 10% of buyers who enter the market ever complete a purchase. At the same time, an estimated 80% of businesses listed never sell. The sobering reality: valuation must reflect earnings, industry multiples, and buyer financing options, not the owner’s expectations.
Myth #3: “It’s best to sell when I’m ready.”
Fact: The best time to sell is when your business is performing well; with verifiable financials, sustainable industry trends, and strong systems in place. Urgency (burnout, illness, divorce) often results in a discounted sale or no sale at all.
Myth #4: “Buyer financing isn’t my problem.”
Fact: Most buyers rely on SBA loans, seller financing, or retirement rollovers (ROBS). A seller’s willingness to structure a deal can determine whether it closes at all. Ignoring this reality can leave your business sitting on the market indefinitely.
Myth #5: “Selling is like selling real estate.”
Fact: A business sale is far more complex. Beyond pricing, it requires maintaining confidentiality, vetting buyers, structuring deals, and navigating tax/legal implications. Unlike real estate, there are no “open houses” for businesses; discretion is critical.
Myth #6: “Buyers will just come to me.”
Fact: The majority of qualified buyers are identified, screened, and educated by business brokers. Without that network, owners often attract unqualified prospects, competitors fishing for information, or tire-kickers.
Why This Matters
For most owners, 90% of their net worth is tied up in their business, yet only 30% of family businesses survive into the second generation. Selling strategically, with the right preparation and professional guidance can mean the difference between securing retirement or walking away with regrets. At Crossroads Brokers over 80% of the businesses we market do sell. Why? Because we prepare business owners and do the upfront work that avoids pitfalls. We don’t market businesses that are not sellable and educate business owners on ‘why’, hence not wasting their time marketing a business that would fall into the markets 80% stat.
