Have noticed that many vendors of smaller businesses (say $300K-800K SDE) have overly inflated ideas about valuation multiples. Obviously it'll depend on the industry, etc but while the comps might suggest a 3x multiple of SDE, many sellers have it in their heads that they should achieve 5x or higher. Perhaps their friend/lawyer/financial planner told them, or they've seen other higher value deals go for these multiples, but they're often not making valid comparisons. Even certain business brokers (vs lower/mid-market M&A types who do higher value deals) will list these businesses at higher multiples, presumably to get the listing. While negotiation is always crucial, how can one level-set expectations early in the process without having the vendor take offense to what they may consider a low-ball offer?
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