How to Prepare Your Business for Sale and Get Your Price

September 25, 2026
How to Prepare Your Business for Sale | Bruce Coudrey

My mission is simple. I want to help you be better prepared for a business sale, or a business acquisition. That is it. That is the whole job.


I have been doing this since 1999 and I have been involved in around 5,000 completed business sales. In that time I have noticed something. The owners who get their price are almost never the ones who woke up one morning and decided to sell. They are the ones who did the work first, often years before a buyer ever walked through the door.


Why does honesty matter when you sell a business?

The most useful thing a business broker can do for an owner is tell the truth about what the business is worth and what is holding it back.


You know more about your business than I ever will. I know that. But I know a lot about the market, about what buyers are paying and why, and that is where I can help. Being honest quite often means telling the truth, and the truth hurts sometimes. I see it as an obligation. My job is to identify the issues that are dragging on value and the opportunities to lift it.


That only works if the owner is prepared to get involved. Some people don't do all the preparation that is needed to get ready to sell. Some don't stay on task. This is where a specialist earns their keep.


What does a business broker actually help with before a sale?

Before a business goes to market, I help owners in four key areas:


  1. Knowing what the business is currently worth on the market.
  2. Knowing how to present the business to the market.
  3. Knowing who the strategic acquirers are and how to get them interested.
  4. Planning the sale process to achieve maximum value in minimum time.


Get those four right and the sale itself is the easy part. Get them wrong, or skip them, and you end up negotiating from a position of weakness.


What if my business is worth less than I want to sell it for?

It usually is, at least at first. When I appraise the market value of a business, the number is commonly much less than what the owner had in mind. Often people want double the appraised value.


That gap is not the end of the conversation. It is the start of the plan. Once we know the number you want and the number the market will pay today, we can work on closing the distance. That means:


  • Showing you what profit needs to be to achieve the price you want.
  • Looking at how the sale can be structured to minimise tax, with your accountant.
  • Working through client retention, because a buyer is paying for customers who stay.
  • Working through staff retention, because a business that walks out the door with its people is worth a lot less.
  • Conducting a risk analysis so we can plan to mitigate risk, enhance the business value and expedite a sale.


The aim is to give you a road map on how to get your price when the time comes to sell.


Why shouldn't I wait until I am ready to sell?


Don't wake up someday and decide that you want to sell your business.

Understanding what you can do to improve value early gives you the opportunity to maximise it. Then, when you do eventually sell, you know you have done everything you could to get the best possible price. There is no wondering afterwards whether you left money on the table.


Business owners need to stay on course. The process of preparation for sale can take months. Sometimes years. Patience is needed, and so is a clear plan, because it is very easy to let the day-to-day running of the business push the sale preparation to the bottom of the list.


How do I create competition among buyers?

By getting the business ready before it goes to market, you can create competition and tension, where buyers are competing to be the one who buys your business. To do that you need an asset that:


  1. Is not easily replicated.
  2. Represents good value.


Buyers pay a premium for the first because they cannot simply build it themselves. They pay for the second because they can see a return. When a business ticks both boxes, more than one buyer wants it, and that is when the price moves in your favour.


You need to do the work. You need to:


  1. Understand what you have.
  2. Know what has to be done to improve value.
  3. Do it.
  4. Then execute the sale plan.


When the planning has been done and the business is ready to take to the market, you will know that you are going to get the result that you need or want. Not hope. Know.


What does this mean for buying, selling and valuing a business?

If you are selling a business, preparation is where the value is made. The sale campaign only shows the market what is already there. Every month you spend improving profit, locking in customers and staff and reducing risk is a month that adds to the price.


If you are buying a business, the same list works in reverse. Ask whether the business is easily replicated. Ask whether it represents good value at the asking price. Ask what happens to the customers and the staff when the owner leaves. A well prepared business will have clear answers. One that has not been prepared will not, and that should show up in what you are willing to pay.


And if you are valuing a business, an independent valuation early on is the honest starting point for all of this. It tells you where you are today. It measures the gap between that and where you want to be. And it gives you something to check progress against as you work through the plan.


Frequently Asked Questions

How long does it take to prepare a business for sale?

Longer than most owners expect. Preparation can take months, and for a business with real issues to fix it can take years. The earlier you start, the more options you have, and the less pressure there is when you finally decide to go to market.


What is the difference between an appraisal and a business valuation?

An appraisal is a broker's opinion of what a business is likely to sell for in the current market. A formal business valuation is a documented, independent assessment of value prepared by a Registered Business Valuer, and it is often used for partnership changes, disputes, tax or legal purposes. Both are useful. The valuation is the one that stands up to scrutiny.


Why do buyers pay more for a business that has been prepared for sale?

Because risk is what buyers discount for. A business with clean financials, customers who stay, staff who stay and a plan for handover carries less risk, so a buyer can pay more and still be confident of a return. Preparation removes the reasons a buyer would use to talk the price down.


Can a business valuation help me plan a sale?

Yes, and I think it is the best place to start. A valuation gives you an honest number today, shows you which parts of the business are driving value and which are dragging on it, and gives you a benchmark to measure against as you make improvements. It turns "I want to sell one day" into a plan with a target.


About the Author

Bruce Coudrey is the founder and Principal of Benchmark Business Sales & Valuations, one of Australia's largest business brokerages, which he has led since 1999. He is a Registered Business Valuer and a court appointed expert witness, has been involved in around 5,000 completed business sales, and has valued small businesses since 2003. Bruce was awarded the AIBB President's Medal in 2010.


Thinking about selling, buying or valuing a business? Contact Bruce for a confidential chat.



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The work involved, such as documenting systems, reducing owner-dependence, and improving margins, makes the business more profitable and easier to run today, while making it more valuable and more saleable whenever you do decide to exit. Take the First Step Remember: planning ahead gives you control and direction. Whether you're thinking about selling your business in the next twelve months or simply want to know where you stand, the first step is the same: find out what your business is really worth. I've completed more than 5,000 business sales since 1999 and have been valuing Australian businesses since 2003, including as a court-appointed expert witness. If you'd like a confidential conversation about your exit plan or a business valuation , get in touch here .  Bruce Coudrey is the founder and Principal of Benchmark Business Sales & Valuations, one of Australia's largest business brokerages. 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