Optimism Is Great, but Realism Sells: Setting Practical Expectations When Selling Your Business

Selling your business is an exciting milestone, so it’s natural to hope for the best possible outcome.

After years of hard work, you want to maximize your return and find the right buyer who will carry on your legacy.

But while optimism is valuable, realism is what actually sells businesses.

Many business owners enter the sale process with expectations that don’t align with market realities—whether it’s overestimating their business’s value or underestimating the time it takes to reach the closing table.

The truth is, setting practical expectations from the start doesn’t mean settling for less. In fact, a realistic approach can lead to better deals and a smoother sale overall.

Here’s why staying grounded in market realities is one of the smartest things you can do when selling your business.

Why Realistic Expectations Matter

Your business may be your life’s work, but remember that buyers are looking at it from a completely different perspective.

They don't evaluate your business based on emotional connection. They assess the company's financial performance, risk factors, and future potential.

If your expectations don’t align with what buyers are willing to pay—or what lenders are willing to finance—you risk sitting on the market for too long or losing deals altogether.

When you stay realistic about your business’s value, the time it takes to sell, and the negotiation process, you increase your chances of a successful sale while avoiding frustration and disappointment.

The Danger of Overestimating Value

One of the biggest mistakes business owners make is overpricing their business.

It’s easy to believe that your company is worth top dollar, especially if you’ve put years of effort into building it. But again, buyers don’t base their offers on what the business means to you—they base it on what it’s worth to them.

Valuations are determined by factors like:

• Revenue and profitability – Buyers want to see steady financial performance. If your profits are inconsistent, they’ll be cautious.

• Industry trends – If your industry is growing, your business may command a higher price. If it’s declining, buyers may expect a discount.

• Market comparables – What similar businesses have sold for in recent years matters. If your price is out of line with the market, buyers will look elsewhere.

• Owner dependence – If your business can’t run without you, buyers may see it as a risk and lower their offers.

Setting a price that’s too high can scare off buyers before they even inquire, while a price that’s competitive will generate more interest and increase your chances of multiple offers.

Working with a business broker can help you determine a fair and realistic asking price that attracts buyers while maximizing your return.

Selling Takes Time—More Than You Think

Many business owners assume they’ll sell quickly, but the reality is that most business sales take months, sometimes even a year or more.

Buyers don’t make snap decisions when acquiring a company. They go through due diligence, secure financing, and carefully evaluate risks before moving forward.

Deals can also be delayed by negotiations, legal processes, and external factors like the lending environment.

Here’s what to expect in a typical business sale timeline:

• 1-3 months: Preparing financials, marketing materials, and finding buyers

• 3-6 months: Engaging with buyers, negotiations, and initial agreements

• 6-12 months: Due diligence, finalizing contracts, securing financing, and closing

If you assume your business will sell in a few weeks, you could be in for a stressful surprise. Planning ahead and understanding the timeline will help you stay patient and avoid making hasty decisions out of frustration.

The Negotiation Process: Be Open to Flexibility

Another area where realism is essential is in negotiations.

Even if a buyer makes a strong offer, there will almost always be negotiation points—whether it’s price, deal structure, transition support, or contingencies.

Some business owners make the mistake of taking negotiations personally, viewing counteroffers as an insult rather than a normal part of the process. This can lead to walking away from good deals over minor details.

A realistic approach means:

• Expecting negotiations – Rarely does a deal close exactly as initially proposed.

• Being open to deal structures – Buyers may offer installment payments, seller financing, or performance-based earnouts instead of an all-cash deal.

• Prioritizing what matters most – Focus on the big-picture outcome rather than small points that won’t affect your long-term goals.

By staying flexible and open-minded, you increase the chances of a win-win deal that satisfies both you and the buyer.

How to Stay Grounded During the Sale Process

Now that we’ve covered why realistic expectations are important, let’s talk about how you can stay grounded throughout the process.

Work with a Business Broker

A professional broker can provide an objective perspective and guide you through the sale process with real market data, experience, and negotiation expertise.

Brokers know what buyers are looking for and can help you set a price, market your business effectively, and filter out unqualified buyers—saving you time and frustration.

Get a Professional Valuation

Having your business valued by an expert is one of the best ways to set realistic price expectations. A professional valuation takes into account industry standards, financial performance, and market trends to provide an accurate estimate of what your business is worth.

With this information, you’ll enter negotiations with a clear understanding of what is reasonable and avoid overpricing your business.

Look at the Market, Not Just Your Business

Your business doesn’t exist in a vacuum. External factors—such as economic conditions, lending availability, and buyer demand—play a big role in determining what your business is worth and how quickly it will sell.

For example, in a strong economy with easy financing, buyers may be willing to pay a premium. But in a tight lending environment, buyers may struggle to secure funding, leading to longer sales cycles or lower offers. Understanding these realities helps you adjust your expectations accordingly.

Focus on What’s Next

One of the best ways to stay realistic about selling your business is to focus on what you want to do after the sale.

If you’ve planned your next chapter—whether it’s retirement, a new venture, or more time with family—you’ll be more willing to make smart, strategic decisions instead of getting caught up in unrealistic expectations.

Final Thoughts

Selling your business is a major milestone, and a mix of optimism and realism is the best approach.

While it’s great to aim for a strong sale, setting practical expectations about value, timing, and negotiations will lead to a smoother process and better results.

By working with professionals, understanding market realities, and staying flexible, you’ll increase your chances of a successful sale that aligns with your financial and personal goals.

Thinking about selling your business? Let’s discuss how to set the right expectations and position your company for a successful sale.

Contact us today to get started.

About Robbins Pellegrino: Robbins Pellegrino is a Florida-based business brokerage firm led by Chandler Robbins and Joe Pellegrino, Jr. that is committed to redefining industry standards. We focus on creating meaningful partnerships and ensuring successful business transitions for both buyers and sellers. For more information, visit us at www.robbinspellegrino.com or call (239) 360-6273