"Selling a business is about more than just numbers and contracts."

Preparation is everything

Selling a business is about more than just numbers and contracts, emphasizes Ferdi Kramer, who has guided hundreds of deals on behalf of Rembrandt M&A.

Succession issues can be emotionally charged. The thought of someone else continuing your life’s work often brings mixed emotions. You want your values and vision to be preserved, yet at the same time, it requires letting go and placing trust in the future. This tension between continuity and saying goodbye makes succession an emotionally complex process—one that deserves just as much attention as the transfer of the business itself.

"Anyone considering selling their business would be wise to start preparing early," Kramer says. "The more time you have, the better your chances of negotiating a good price and properly handling the legal and tax aspects. But of course, you also want to sell your company to someone you can entrust with your legacy—someone you feel will take good care of your business, your clients, and your employees."

This feeling of trust is just as important as the price. That’s why emotions inevitably play a role in the sales process. And that’s exactly why a solid plan is crucial to your success.

Against expectations

According to Kramer, it’s precisely this emotional aspect that is often underestimated. Every sales process is unique and can be full of surprises. "One sale that has always stayed with me was that of Circuit Park Zandvoort to Bernhard van Oranje and Menno de Jong. The seller, Hans Ernst, was determined to sell the circuit only to true racing enthusiasts. When Prince Bernhard was diagnosed with lymphoma, Ernst decided to postpone the sale."

This illustrates that you always need to be prepared for the unexpected. No matter how well-prepared you are, things can always take an unforeseen turn.

Patience is a virtue

Many entrepreneurs underestimate how much time it takes to finalize a deal. "It takes time to substantiate the value of your business with solid data and financials. If you don’t fully gain a potential buyer’s trust, even a seemingly done deal can fall through. That’s why patience and careful preparation are essential."

Trust and judgement

At the same time, you shouldn’t blindly rely on the buyer’s good intentions, Kramer notes. "Even when the deal is nearly finalized, the buyer might introduce new demands at the last minute. It’s important to assess whether it’s a negotiation tactic or whether the buyer has a valid point. An experienced advisor can help you navigate these situations and make the right decisions."

Tough discussions

When the other party tries to steer the process, emotions can run high—something Kramer has seen many times. "In such situations, it’s important to stay objective and keep a level head. Everyone ultimately wants the best outcome for themselves. As a relatively neutral intermediary, an advisor can help take the edge off difficult conversations and filter the emotion out of the process. That way, as the seller, you’re more likely to maintain a good relationship with the buyer and retain more control throughout the process."

Stick to the plan

Finally, Kramer stresses the importance of managing your emotions and sticking to the plan. "That plan is something we create together—based on solid preparation and in-depth analysis. Emotions will always be part of the process, but don’t underestimate their influence. The earlier you start preparing and the better the plan, the greater the chance you’ll enter the sales process with confidence and peace of mind."