By Oliver Bogner, Managing Partner — The Advisory Investment Bank
In today’s market, Main Street is under siege by Wall Street.
Private equity–backed consolidators are pouring billions into essential services — HVAC, plumbing, pest control, fire safety, electrical, landscaping, pools, and elevators — and they’re getting smarter every quarter.
They know how to structure deals, how to approach owners directly, and how to acquire businesses for less than they’re worth.
At The Advisory Investment Bank, our mission is simple:
Defend Main Street against Wall Street and make sure business owners like you get the best price, best structure, and best terms when you sell.
We’ve been recognized three quarters in a row as one of Axial’s Top 5 Lower Middle Market Investment Banks — ranked #3 in Q3 2025 out of over 4,000 firms. That recognition matters because it means one thing: our process works.
Today, I want to share seven things your advisor should be telling you — but probably isn’t.
1. The First Offer Is Never the Best Offer
When a buyer sends you a Letter of Intent (LOI), that’s not the finish line — it’s the starting line.
80% of founders leave money on the table by accepting an opening offer without negotiation.
In a properly run process, we’ll have three to five rounds of back-and-forth before a deal closes. Every round reveals more room to move — sometimes 20–40% of additional value — once structure, timing, and competitive pressure are factored in.
The first offer is never the final one. And with the right advisor, you’ll never have to find that out the hard way.
2. Price Is Only One Lever
Enterprise value — the “headline number” — is just one piece of the equation.
The true outcome of your deal comes down to structure:
- How much is cash vs. rollover equity?
- Are there earnouts?
- What are the reps, warranties, and holdbacks?
Let’s run an example:
If your business is valued at $8 million, and you roll 20% ($1.6M) of equity into the buyer’s platform, that stock could 3x–5x in value when the buyer sells again.
That’s what we call the second bite of the apple.
If their $20M EBITDA platform sells for 15x (a $300M exit), your $1.6M could become $4.8M–$8M in future value.
Understanding and negotiating this structure properly can turn a good deal into a generational one.
3. The Right Process Beats the Right Buyer
Many founders fall for the “friendly buyer” approach — one group that calls, builds rapport, and convinces you they’re the perfect fit.
The truth? One buyer means one option.
And one option means no leverage.
Our average process at The Advisory produces at least five serious offers — sometimes twenty. That competition drives both price and structure upward.
You get to choose the right partner — after every qualified buyer has had to compete for your business.
That’s how you sell your life’s work the right way.
4. Your Narrative Is Worth More Than Your Numbers
Buyers pay for what your business can become, not just what it’s been.
When you meet potential buyers, passion, vision, and clarity matter.
We’ve seen nearly identical companies — same revenue, same margins — sell for 8x vs. 12x multiples based solely on how the founder told their story.
If you can articulate growth levers (new service lines, technology upgrades, cross-sells) and show that your company can scale inside a platform, you’ll command a premium.
You’re not just selling a company — you’re selling potential.
5. You’re Not Selling a Company. You’re Selling Confidence.
Transparency creates leverage.
Buyers reward clean, defensible data — strong trailing twelve months (TTM), clear customer metrics, and confidence that growth is continuing.
We always go to market when a client’s data story is strongest. Then, as the process unfolds, we keep sending updated monthly numbers to reinforce momentum.
Confidence — not opacity — maximizes your multiple.
6. The Best Deal Isn’t Always the Highest Price
A record headline number doesn’t mean much if the terms are bad.
You can win or lose millions based on:
- How realistic an earnout is
- Whether rollover equity actually appreciates
- How reps and warranties are structured
We don’t just chase the highest bid — we negotiate the best outcome.
The right partner with the right structure can build true legacy wealth. The wrong one can destroy everything you’ve built.
7. Silence Is a Negotiation Strategy
Sometimes the smartest move is saying nothing.
When we’re pushing buyers higher, we don’t counter — we hint.
We’ll say, “We’ve seen stronger offers from your competitors — can you improve yours?”
Then we let the silence work.
Buyers talk themselves into better deals all the time.
That’s the art of negotiation.
Final Thoughts: Defend Main Street. Win on Wall Street
Selling your business isn’t just a transaction — it’s a transformation.
And you only get one shot to do it right.
At The Advisory Investment Bank, we exist to protect founders — not funds.
We’re 100% sell-side, meaning we only represent business owners, never private equity.
If you want to understand what your business is truly worth — and how to position it to get the best deal, not just the first one — we’d love to connect.
Contact: info@theadvisoryib.com
Learn more: theadvisoryib.com
Because the next generation of wealth in America won’t come from Wall Street.
It’ll come from Main Street.
