While physical assets are easy to value, profitability which translates to goodwill is the negotiable number.Golf, fishing, family, board appointments or travel? Deciding what to do once you've retired doesn't seem to be a problem for many business owners I've spoken to.
The bigger issue, and one that needs a lot of thought, is how they get to that point.
There are two important questions to consider: Can I get the price I want for my business, or something close to it? And can I find someone who is well-suited to the business to continue the legacy?
Both are hard to answer which is why businesses need to engage in succession planning years before a sale takes place. However, it is usually the price that is the sticking point.
Is the price you are asking valued by some emotional mechanism that only you can justify? Is it that you have an expectation about its value? Do what the buyer would do and get an independent valuation as a reality check.