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Determining Value, Selling Successfully

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02. Unternehmensbewertung
As a long-time expert in the world of business consulting and valuation, I am aware that the sale of a business can be a highly emotional affair. It is not only a financial milestone, but also a personal turning point.

Today, I would like to share with you my thoughts and experiences on the topic of business valuation, as this is a crucial aspect in paving the way for a successful business sale. Imagine you want to sell your house. Without a realistic assessment of the market value, the selling process could become a nerve-wracking experience. The situation is similar when selling a company. A factual and well-founded company valuation is the basis for fair negotiations and ultimately for the successful conclusion of a sale.

My Learnings

In my professional career, I have accompanied many entrepreneurs who wanted to place their life's work in new hands. A recurring mistake I have observed is the subjective overvaluation of one's own business. Understandably so because the owner's lifeblood is in every company. But in most cases, buyers are primarily guided by numbers, data, and facts.

The Art of Impartial Evaluation

In my work, I attach great importance to determining the company value as objectively as possible. I combine various methods for this purpose: from the classic capitalised earnings value method to the discounted cash flow method to comparative figures from the market. And here's a personal tip: have the valuation carried out by an external, independent expert. This not only gives it more weight, but also helps to avoid emotional entanglements.

Open and Honest Communication

Another crucial point is open and honest communication with potential buyers. I have made the experience that transparency creates trust. If you share all relevant information and don't sugar coat anything, a basis of trust is created that is enormously important for the sales process.

The Value of Goodwill

There is one aspect that numbers alone cannot capture: goodwill. This intangible value of a company—its reputation, its relationships with customers and partners, its corporate culture—plays a decisive role in my eyes. A company with strong goodwill is more attractive and often more valuable. I therefore always advise not to underestimate this aspect in the negotiation.

Tips for a Successful Sale

Selling a business is a journey that requires careful planning, determination, and most importantly, a solid foundation of company valuation. My advice is to begin the process early, seek professional guidance, and above all, maintain a level-headed approach to avoid letting emotions cloud your judgment. Remember, selling a business is a marathon, not a sprint, and taking the necessary steps in advance will set you up for success.


Business valuation is the key to a successful business sale. It creates a solid basis for negotiations, promotes an atmosphere of trust and helps to recognise the realistic value of one's own life's work. From my experience, this is the first and most important step towards a successful company sale.

Learn More?

If you are interested in this topic, I would be happy to talk to you about it in an initial, non-binding conversation. Just leave me a message under the following link and I will get in touch with you.