When selling your company, your goal is simple: get the highest price possible. But how do you know your business is truly worth what you’re asking?
Buyers don’t just look at revenue — they evaluate the overall health and future potential of your business. Here are five key value drivers that make your company more attractive and justify a higher sale price.
1. Profitability
Profitability is the most direct driver of value. Your margins — especially gross margin and EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) — should meet or exceed your industry’s average.
Getting there may require raising prices or cutting expenses, but be realistic. For example, we worked with a coffee manufacturer whose profit margin was just 8%, while the industry average was 18%. Instead of aiming for a full 10-point jump, we set a more achievable interim goal of 12%—and reached it.
Why it raises value: A 50% improvement in profitability is compelling to buyers and shows operational upside.
Related: The 2 Major Drivers of Company Valuation
2. Leadership independence
A strong leadership team adds tremendous value — especially if the business can operate without the owner or other key executives.
Buyers want to acquire systems and people, not personalities. If the founder is still making most of the decisions, it’s time to start stepping back and empowering others.
Why it raises value: A business that runs smoothly without its founder reduces risk for the buyer and increases transition confidence.
3. Recurring Revenue
A predictable revenue stream — through subscriptions, memberships or contracts — can significantly increase valuation.
Take the example of a dog grooming business we worked with. They converted their $19 self-wash service into a $33 monthly membership. In the first month alone, they locked in $5,000 in recurring revenue.
Why it raises value: Predictable income gives buyers confidence in future cash flow and makes forecasting easier.
4. Progressive value (add-on sales)
Offer more ways for customers to do business with you. Add-on services like maintenance contracts, upsells, or warranties can turn one-time buyers into long-term revenue sources.
One concrete coating company we worked with began offering annual sealant services after the initial installation, creating a recurring touchpoint that boosted customer lifetime value.
Why it raises value: Buyers see a built-in opportunity to increase revenue from your existing customer base.
5. Low-cost growth opportunities
Buyers want growth potential — but without massive capital investment. Show them how the business can scale efficiently.
For example, one restaurant operated only five nights a week. The new owner added breakfast, lunch and weekend hours. The growth was immediate, and the cost was minimal.
Why it raises value: Easy-to-implement growth strategies make the business more attractive and scalable.
Where to begin
Start with the area that needs the most attention. At the coffee manufacturer, we focused first on improving margins before moving on to leadership and recurring revenue.
Remember: increasing value takes time. You’ll need at least 12 months to see real impact in profitability, and three to five years of preparation is ideal if you want to command a premium price.
What not to focus on (unless it drives revenue)
Some things — like patents, trademarks or AI integrations — sound impressive but often don’t increase valuation unless they directly generate income. Protect your brand and consider tech upgrades, but only if they support a stronger bottom line.
Related: Ready to Sell Your Business? Increase Your Company’s Enterprise Value to Make a Greater Profit
Final thoughts
The best investment you can make is time — start now. The earlier you begin improving key value drivers, the more negotiating power you’ll have when it’s time to sell.
Focus on what matters. Build a self-sustaining, profitable and growth-ready business — and buyers will line up.
Ready to break through your revenue ceiling? Join us at Level Up, a conference for ambitious business leaders to unlock new growth opportunities.
When selling your company, your goal is simple: get the highest price possible. But how do you know your business is truly worth what you’re asking?
Buyers don’t just look at revenue — they evaluate the overall health and future potential of your business. Here are five key value drivers that make your company more attractive and justify a higher sale price.
1. Profitability
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