How do you negotiate the sale of a business?
Emma Jordan
Published Apr 02, 2026
Here are seven tips to negotiate your way to the best deal.
- Knowledge is power. Before any kind of negotiation, you need know the business inside and out.
- Location, location, location.
- Body language.
- Aim high.
- Patience is a virtue.
- Be confident and honest.
- Know when to walk away and when to hold your ground.
- Get started.
Negotiate Like a Pro — 7 Techniques When Selling Your Company
- Remember, price is not everything.
- Have a walk-away number.
- Make strategic concessions.
- Know whom you’re negotiating with.
- Do the homework.
- Consider making the first offer.
- Realize it’s OK to walk away.
What tips would you offer a buyer who is about to begin negotiating the purchase of an existing business?
8 Negotiation Techniques When Buying and Selling Companies
- Remember: Price isn’t everything.
- Make Concessions Strategic.
- Know your “walk-away” number.
- Know your opposition.
- Making the first offer isn’t always a bad thing; it’s often a good thing.
- Don’t fear sunk costs.
- Shake hands, then second guess.
What should be your goal while negotiating with the seller?
Prioritize Your Objectives If you’re negotiating terms with a vendor, for example, your primary goal may be to decrease your costs and increase responsiveness, but you might care less about specific payment terms. Your vendor might want to get more of the contract funds up front more than it wants a raise.
What’s the best way to negotiate a business sale?
The party with the most complete and accurate information has an advantage in a business negotiation. You may think because you’re the seller that you have all the information about your business, but make sure you know everything that the buyer could bring up as an issue. For example, what liabilities and lawsuits could derail the deal?
Do you want to sell a stock or an asset?
The purchase price of a business can depend on whether or not the sale is a stock or asset sale. For corporations, sellers always want to sell stock, while buyers always want an asset sale.
What do buyers and sellers do in a negotiation?
By creating many terms beyond just price, buyers and sellers can find out what are the top priorities for the other side, and this allows both sides to ultimately make concessions to the other to keep the deal moving forward. Perhaps the seller is comfortable with an earn-out provided the buyer is willing to pay a higher price.
What should the buyer ask for when selling a business?
In many cases, the buyer will ask the seller for an agreement not to compete against the new business (see below). To be fair, the seller should be compensated for giving up potential income for a period of time. As you can see, the selling price is not just one number.