Sell Strong
THE GAMES BUYERS PLAY
A LIVE LEARNING EXPERIENCE FOR BUSINESS OWNERS
Tuesday, June 2, 2026 | 11:00 AM – 12:30 PM ET | Virtual
You've spent years building a business that works. You know your numbers, you know your team, and you know what you've put into it. But the person sitting across from you in a future negotiation knows something you probably don't: exactly where to look for reasons to pay you less.
Most owners focus on revenue and profit and assume their business is worth a certain amount of money. However, buyers evaluate the business at a much deeper level to fully understand the risk they are assuming by acquiring your company. Every gap they find becomes leverage. Every weakness becomes a discount. And if they find enough of them, they don't make an offer at all.
Most owners don't learn how this works until they're already in the conversation. This workshop changes that.
SAVE MY SPOTSell Strong
Business owners pour years into building revenue, hiring teams, and serving clients well. But the factors that actually determine what a buyer will pay have very little to do with how hard you've worked or how much you've grown. Buyers evaluate risk. They have a framework for doing it. And they're better at this than you are, because they do it every day.
The gap between what you think your business is worth and what a buyer is willing to pay comes down to eight value drivers. If you don't know where you stand on each one, you're walking into the most important financial conversation of your life without the information you need to hold your ground.
The eight value drivers that determine what your business is worth
THESE ARE THE SAME FACTORS BUYERS AND INVESTORS USE TO EVALUATE EVERY ACQUISITION TARGET. WHERE YOU'RE STRONG, THEY PAY A PREMIUM. WHERE YOU'RE WEAK, THEY DISCOUNT.
Financial Performance
It's not just about your numbers. It's about the quality of your reporting. Can a buyer look at your financials and trust them without calling you to explain? Clean, consistent, professionally maintained books signal a business that's real. Sloppy reporting tells a buyer the risk is higher than what's on paper.
Growth Potential
Buyers aren't purchasing your past. They're buying your future stream of profits. The question isn't what you've built so far. It's what the business can become without you driving every inch of that growth yourself.
Switzerland Structure
Named after the country's obsession with independence. How dependent is your business on any single customer, employee, or supplier? If one client makes up 30% of your revenue, or one key employee holds all the relationships, a buyer sees fragility. Diversification is protection.
The Valuation Teeter-Totter
The relationship between how cash moves through your company and its value. If you're investing cash today and not getting paid for 60 or 90 days, you're sitting on the wrong end of the teeter-totter. The faster your cash cycle, the more a buyer is willing to pay.
Recurring Revenue
The more predictable your revenue, the more valuable your business. But not all recurring revenue is equal. There's a hierarchy, from simple consumables all the way up to hard contracts with auto-renewals. Buyers view each form differently, and the higher you sit on that ladder, the stronger your multiple.
Monopoly Control
Can you control how you price your products and services? Or are you competing on price because you look like everyone else? Monopoly control means you've built something differentiated enough that the market can't commoditize you. That pricing power is what gives a buyer confidence.
Customer Satisfaction
Buyers want to know that your clients are going to stick around after the deal closes. That means you need more than a gut feeling. Net Promoter Scores, retention rates, referral patterns, repeat purchase behavior. If you can't measure it, a buyer can't trust it.
Hub & Spoke
The big one. How dependent is your business on you personally? If every major decision, relationship, and piece of institutional knowledge runs through the hub (you), the business doesn't transfer. The more your organization can operate when you're not in the room, the higher you score here, and the more a buyer will pay.
The eight value drivers that determine what your business is worth
- You accept an offer based on what the buyer tells you the business is worth, rather than negotiating from your own informed position
- You leave significant value on the table because fixable gaps went unaddressed for years
- You walk away from the business you built with less than you earned, wondering what you missed
- You give up leverage you could have had if you'd understood how the process works before it started
What changes when you do
- You see your business through the lens of a buyer before they ever enter the room
- You know exactly which of the eight drivers are working in your favor and which ones are creating discount opportunities
- You fix vulnerabilities on your own timeline, from a position of control, instead of scrambling to address them under pressure
- You walk into any future conversation about the value of your business with clarity and confidence instead of guesswork
What to expect from this workshop
THIS IS A HANDS-ON, 90-MINUTE WORKING SESSION DESIGNED FOR BUSINESS OWNERS WHO WANT REAL INFORMATION, NOT A SALES PITCH.
Breakout rooms where you'll work through buyer evaluation scenarios alongside other owners facing similar questions
A walkthrough of all eight value drivers and how buyers use them to build (or reduce) their offer
A framework for identifying your biggest areas of exposure so you know where to focus before any transition conversation begins
An open Q&A after the session for anyone who wants to go deeper
This workshop is modeled after high-touch facilitation experiences used by leading business development organizations. Expect interaction, not a slide deck monologue.
Who belongs in this room
Business owners generating $3M to $10M+ in annual revenue who take the long view on building value and want to transition on their own terms
Owners who have started thinking about what comes next, whether that's two years away or ten, and want to be intentional about how they get there
Owners who want to understand how the market values what they've built, independent of what a broker or advisor tells them it's worth
Owners who want to stop using the word "exit" and start focusing on building a business that's strong enough to give them options whenever they're ready
Your Guides
Craig Huston and Halle Mindala lead the Summit Achievers team, working exclusively with business owners who want to build companies that are worth more and less dependent on them. Through the Summit Climbing Team, a working cohort for owner-operators, they've helped business owners identify the blind spots that buyers look for and address them well before they come to the negotiating table.
This workshop is a window into that process.
REGISTER NOWStop Leaving Money on the Table When You Sell
Buyers are trained to find every reason to pay you less. Most owners don't know how that process works until they're already in the room. This free 90-minute session breaks down the tactics buyers use and how to close the gaps before a deal is ever on the table.
Save Your Spot
Sell Strong: The Games Buyers Play
Tuesday, June 2, 2026 | 11:00 AM – 12:30 PM ET | Virtual
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