100% Confidential

Sell Your Business With Confidence

John Salony is a certified M&A advisor who helps business owners sell their businesses confidentially across North Carolina, South Carolina, and Georgia. He provides free business valuations, finds qualified buyers, and manages the entire sale process from listing to closing.

You've spent years building your business. When it's time to sell, you deserve an advisor who protects your confidentiality, finds the right buyer, and maximizes your outcome.

ABI Certified
Business Intermediary
MBA
Business Administration
Licensed
NC, SC, GA
20+ Years
Business Experience
20+
Businesses Sold
Across multiple industries
20+ Yrs
Experience
M&A & business advisory
6–10 Mo
Avg. Time to Close
For prepared businesses
$1M–$10M+
Revenue Sweet Spot
Primary focus area
The Opportunity

Why Business Owners Are Selling Now

The current M&A market is favorable for sellers. Buyer demand is strong across most industries, driven by private equity groups seeking platform acquisitions, strategic acquirers expanding their footprint, and qualified individual buyers using SBA financing to acquire established businesses.

Businesses with $500K to $5M in annual revenue represent the most actively pursued segment. Well-prepared businesses with clean financials, diversified customer bases, and manageable owner dependence are selling within 6 to 9 months at strong multiples.

Whether you're planning to retire, pursue a new venture, or capitalize on the value you've built — understanding the market and preparing your business for sale are the two most important steps you can take right now.

Strong buyer demand across the Southeast
Active SBA lending supports acquisitions
PE groups competing for quality businesses
My Commitment

What You Can Expect When Working With a Business Broker

Selling your business is likely the most important financial transaction of your life. Here's what John Salony promises every client.

Complete Confidentiality

Your employees, customers, and competitors will not know your business is for sale. Every buyer signs an NDA before receiving any identifying information. Confidentiality is non-negotiable.

Maximum Value

The goal is not just finding a buyer — it is finding the right buyer at the right price. Through proper preparation, competitive positioning, and skilled negotiation, the process ensures you do not leave money on the table.

Honest Guidance

You will get direct, experienced advice — not a sales pitch. If the timing is not right or your business needs preparation before going to market, you will hear the truth. Success depends on trust.

The Process

How Selling Your Business Works — Step by Step

A proven, step-by-step approach designed to protect your interests at every stage of selling a business.

Selling a business typically takes 6 to 10 months and follows seven key steps: a confidential discovery call, professional business valuation, preparation and packaging of financials, confidential marketing to qualified buyers, buyer screening, negotiation and due diligence, and closing with transition support.

  1. Confidential Discovery Call

    A private conversation about your goals, timeline, and what you've built. This is exploratory — no obligation, no pressure.

  2. Business Valuation

    Thorough analysis of your financials, calculation of Seller's Discretionary Earnings (SDE) or EBITDA, comparable transaction research, and a realistic market value range.

  3. Preparation & Packaging

    Normalizing financials, identifying value drivers, addressing potential objections, and building a Confidential Business Review (CBR) — the professional document presented to qualified buyers.

  4. Confidential Marketing

    Strategic marketing to qualified buyers through a buyer network, targeted outreach, and industry channels — all without disclosing your identity. Every prospect signs an NDA before receiving details.

  5. Buyer Screening & Introductions

    Every buyer is qualified for financial capability, industry fit, and serious intent before they meet you. No time wasted with unqualified prospects.

  6. Negotiation & Due Diligence

    Offers are managed, terms negotiated on your behalf, and you are guided through buyer due diligence — including LOIs, attorney and CPA coordination, and interest protection.

  7. Closing & Transition

    Coordination with all parties — attorneys, lenders, landlords, licensing — to close the deal. Post-closing transition support ensures continuity for customers and employees.

Buyer Types

Who Buys Businesses? Three Types of Buyers Explained

Understanding who will buy your business helps you position your company for the highest value.

There are three main types of business buyers: private equity groups (paying 3.5× to 5.0× or more), strategic acquirers such as larger companies in your industry (paying 3.0× to 4.5×), and qualified individual buyers using SBA financing (paying 2.5× to 3.5×).

Private Equity Groups

PE firms acquiring businesses as platform investments or add-ons to existing portfolio companies. They typically pay the highest multiples and bring institutional resources.

  • Highest multiples (3.5×–5.0×+)
  • May offer equity rollover
  • Often want owner to stay 1–2 years
  • Focused on EBITDA $500K+

Strategic Acquirers

Larger companies in your industry looking to expand geographically, add capabilities, or acquire customers. They already understand your business and can often close faster.

  • Strong multiples (3.0×–4.5×)
  • Fastest due diligence
  • May absorb into existing brand
  • Value customer base & territory

Individual Buyers

Qualified individuals — often corporate executives or experienced operators — looking to acquire and run their own business. They typically use SBA financing and want a profitable operation.

  • Solid multiples (2.5×–3.5×)
  • SBA 7(a) financing typical
  • Want owner transition support
  • Looking for stability & cash flow
Value Drivers

What Makes a Business Worth More When Selling

These factors determine whether your business sells at 2.5× or 4.5× earnings. Understanding them now gives you time to improve before going to market.

Recurring Revenue

Service contracts, subscriptions, and repeat customer relationships create predictable cash flow — the single most valuable characteristic buyers look for in a business.

Owner Independence

Businesses that run without the owner commanding daily operations are far more transferable. Buyers pay a premium for systems, processes, and capable management teams.

Clean Financials

Three years of accurate, well-documented tax returns with clear profit-and-loss statements. Every dollar you cannot prove is a dollar the buyer will not pay for.

Customer Diversification

No single customer should represent more than 15% of revenue. Concentrated revenue means concentrated risk, and buyers will discount accordingly.

Growth Trajectory

Businesses trending upward in revenue and profitability command better multiples than flat or declining operations. Growth signals opportunity to the buyer.

Strong Team & Culture

Key employees who will stay post-sale dramatically reduce buyer risk. High turnover or key-person dependence suppresses business value.

Valuation

How Are Businesses Valued? SDE and EBITDA Explained

Understanding how buyers calculate what your business is worth.

Most businesses under $5M in revenue are valued using Seller's Discretionary Earnings (SDE) — the total financial benefit to a single working owner, including net profit, owner salary, personal expenses, depreciation, and one-time costs. A market multiple of 2.0× to 4.5× is then applied. Larger businesses use EBITDA with multiples of 3.5× to 6.0×.

The SDE & EBITDA Methods

SDE represents the total financial benefit to a single working owner. This includes net profit plus owner salary, personal expenses run through the business, depreciation, and one-time costs. It is the most common valuation method for businesses under $5M in revenue.

EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) is used for larger businesses, typically $5M or more in revenue. It reflects earnings independent of owner involvement and is preferred by private equity buyers.

In either case, a market-based multiple is applied to arrive at an estimated business value. The specific multiple depends on industry, revenue size, growth trajectory, and the value drivers listed above.

Typical Business Valuation Multiples by Revenue

Under $1M revenue: 1.5× – 2.5× SDE
$1M – $5M revenue: 2.5× – 4.0× SDE
$5M – $10M+ revenue: 3.5× – 6.0× EBITDA

Example SDE Valuation

Annual Revenue$2,500,000
Net Profit (tax return)$200,000
+ Owner Salary$175,000
+ Owner Benefits & Perks$35,000
+ Depreciation$25,000
+ One-Time Expenses$15,000
= Adjusted SDE$450,000
Estimated Value Range
$1,125,000 – $1,800,000
at 2.5× – 4.0× SDE
Avoid These Pitfalls

Common Mistakes Business Owners Make When Selling

These are the most common — and expensive — mistakes sellers make. Each can reduce your sale price by 10–30% or kill a deal entirely.

Going to Market Without Preparation

Listing your business before financials are normalized, processes are documented, and potential objections are addressed. Gaps become leverage for buyers to negotiate your price down.

Overpricing Based on Emotion

Your business is worth what a qualified buyer will pay, not what you feel it should be. Overpriced businesses sit on the market, develop a stale reputation, and sell for less.

Failing to Maintain Confidentiality

If employees, customers, or competitors learn about a pending sale, it creates uncertainty. Key employees may leave, customers may seek alternatives, and value can erode quickly.

Neglecting the Business During the Sale

A business sale takes 6 to 10 months. If revenue declines because you took your eye off operations, buyers will renegotiate. Maintain or grow your numbers throughout.

Trying to Sell Without Professional Help

Business owners who sell on their own statistically achieve lower prices, face longer timelines, and experience more failed deals. A broker's fee is typically exceeded by the value they add.

Unreported Cash Revenue

If income does not appear on your tax returns, it does not exist in a buyer's eyes. You can only be valued on what is documented. Clean books equal higher value.

Industry Expertise

Industries We Help Sell

Deep experience across a wide range of industries. Each sale benefits from understanding the specific buyer pool, valuation norms, and deal dynamics.

Your Advisor

Why Business Owners Choose John Salony

With over 20 years of business experience and a track record of successful transactions, John Salony brings the expertise and personal attention your sale deserves.

ABI Certified
Business Intermediary
MBA
Business Administration
Licensed
NC, SC, GA
20+ Years
Business Experience

John made the entire process feel manageable. He understood our industry, found the right buyer, and negotiated terms that exceeded what I thought was possible. I'd recommend him to any business owner thinking about selling.

Former Client
Home services business owner

What I appreciated most was John's honesty. He told me my business wasn't ready to sell yet and helped me spend 12 months making improvements. When we went to market, we sold in 4 months at a price 30% higher than the original estimate.

Former Client
Manufacturing business owner
Selling With vs. Without a Broker

Why Working With a Business Broker Matters

Selling on Your Own

  • Must value, market, and negotiate by yourself
  • Difficult to maintain confidentiality
  • Limited access to qualified buyer pool
  • Emotional decisions can hurt the outcome
  • Takes significant time away from operations
  • Higher risk of deal falling apart

Working With John Salony

  • Professional valuation and market positioning
  • Confidentiality is managed and protected
  • Access to qualified, pre-screened buyers
  • Objective negotiation on your behalf
  • You stay focused on running your business
  • Experienced guidance from listing to closing
Fees & Pricing

You Keep More of What You've Earned

Most business brokers charge 10% to 12%. On a million-dollar sale, that's $100K to $120K in commission before you see a dime. I charge 6% — which means on that same sale, you keep an extra $40K to $60K in your pocket.

That's possible because of two things most brokers don't have — an AI-powered approach to CIM and data gathering, and a 20-year network of serious buyers across the Southeast who are ready to move when the right opportunity comes along. Better tools and better relationships mean I can deliver the same outcome without the same markup.

I think most broker fees are stuck in the past. The technology and networks exist to do this more efficiently now, and business owners should benefit from that — not keep subsidizing an outdated model.

And I only get paid when you do. No upfront fees. No retainers. If I don't get your deal done, you owe me nothing. I was a business owner myself — I know what it takes to build something. You didn't do all of that to give it away at the finish line.

On a $1,000,000 Sale

Typical Broker (10%–12%)$100K – $120K
John Salony (6%)$60,000
You Keep an Extra
$40K – $60K
No upfront fees or retainers
Success-fee only — I get paid when you do
AI-powered CIM & data tools
20-year buyer network across the Southeast
Common Questions

Frequently Asked Questions About Selling a Business

Own your commercial real estate?

John Salony handles business sales and real estate transactions together — so you don't need two separate advisors.

Not ready to sell yet?

Read the blog for practical advice on preparing your business for a future sale and maximizing your exit value.

Ready to Explore Selling Your Business?

Schedule a confidential, no-obligation conversation. We'll discuss your goals, timeline, and what your business could be worth in today's market.

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