Negotiation Tactics: Getting the Best Deal for Your Business

When it comes to selling your business, negotiation isn’t just about getting to “yes.” It’s about getting to the right yes — the one that maximises value, protects your interests, and secures your legacy.

Too many business owners enter negotiations under-prepared, emotionally involved, or worse — at a disadvantage to experienced buyers who’ve negotiated dozens of deals before. The result? A lower price, unfavourable terms, or post-sale regrets.

This article explores proven negotiation tactics to help you stay in control and get the best deal for your business.

Start Strong: Preparation is Everything

The negotiation starts long before the first offer is made. Serious buyers will come prepared. So should you.

• Know your numbers inside out — revenue, margins, cash flow, and forecasts.

• Anticipate buyer questions — due diligence will uncover everything.

• Prepare a clear rationale for your asking price and deal structure.

• Work with an experienced adviser who can represent you professionally.

Negotiation isn’t just about price — it’s about terms, timing, handover, risk, and reputation. The better prepared you are, the more confident and credible you’ll be at the table.

Create Competitive Tension

Nothing strengthens your negotiation position like having options. If a buyer knows they’re the only one at the table, they hold the cards. If they know others are circling, the dynamic shifts in your favour. Even in off-market or discreet sales, it’s possible to introduce competitive tension:

• Quietly market to a shortlist of strategic buyers.

• Set clear timelines for offers and next steps.

• Signal interest without overplaying your hand.

At EXITS.co.uk, we specialise in creating this kind of controlled buyer interest — ensuring you're not backed into a corner by a single suitor.

Focus on Value, Not Just Price

The biggest number isn’t always the best deal. Consider what’s being offered — and how. For example:

• Is the offer cash at completion or staged over time?

• Are there earn-outs or performance-based payments?

• What warranties, indemnities, or post-sale obligations are included?

• Will you need to stay on — and for how long?

Sometimes, a slightly lower offer with cleaner terms is the better outcome. A good negotiation is about balancing headline value with real-world deliverability.

Stay Calm, Professional, and Detached

Selling your business can be emotional. But negotiation is not the place for emotion.

Buyers will test boundaries — it’s part of the process. Don’t take it personally if they challenge your numbers, highlight risks, or make a low opening bid. Your best response?

• Stay factual and calm.

• Stick to your preparation.

• Use your adviser to maintain objectivity.

• Don’t show desperation — or excessive excitement.

Professionalism sends a message: you’re serious, credible, and not easily pushed around.

Control the Narrative, Control the Deal

In any negotiation, perception matters. How the buyer sees your business — and you — will influence the tone of the deal. Maintain control by:

• Presenting the business clearly, confidently, and consistently.

• Being proactive in sharing key documents and next steps.

• Avoiding surprises — honesty builds trust and momentum.

• Keeping the conversation focused on mutual benefit.

Ultimately, buyers want to feel confident in the opportunity and the process. Make it easy for them to say yes — on your terms.

Know When to Hold — and When to Walk Away

One of the hardest parts of any negotiation is knowing when to say “no.” Sometimes, walking away from a deal is the smartest move — especially if:

• The buyer keeps changing terms or delaying progress.

• You’re being asked to take on unreasonable risk or guarantees.

• The cultural fit or communication is clearly off.

• The financials don’t stack up — even with tweaks.

The ability to walk away comes from preparation, having multiple options, and knowing your bottom line in advance.

The Power of a Good Adviser

Most business owners only sell a company once. Buyers, especially trade or private equity, often negotiate for a living. That’s why experienced representation matters.

At EXITS.co.uk, we act as your negotiation partner — protecting your interests, advising on deal structure, and bringing decades of experience to the table. We know when to push, when to pause, and how to keep momentum going until a deal is done.

Negotiation is a Process, Not a Moment

Getting the best deal for your business isn’t about a single conversation — it’s about shaping the whole journey:

• Preparing thoroughly

• Creating buyer interest

• Managing expectations

• Staying composed

• Navigating the detail

• Closing with clarity

With the right approach and a skilled adviser by your side, you’ll walk away from the deal knowing you secured the best possible outcome — not just any outcome.

Considering a Sale? Talk to the Experts First

At EXITS.co.uk, we help business owners negotiate successful exits with confidence. If you’re planning to sell — or already in conversation with a buyer — speak to us first. Our team can help assess your options, create a competitive sale process, and negotiate a deal that works for you.

Contact Us to request a confidential call.