You’ve made the decision to sell your business. Congrats! There’s no doubt that a lot of stress is wrapped up in deciding to sell, but there’s also a great deal of excitement. As a result, it can be very easy, especially for first-time sellers, to forget that selling a business is a multistep process, requiring careful planning to maximize your potential returns.

If you’ve ever bought a house, you know that the appraised value isn’t what the house typically sells for in the end. It isn’t even what the sellers will use as the listing price in most cases. Most houses sell for a price that is more (or less) than what the seller asked for it. The same holds true for a business being sold.

Homebuyers are familiar with the mantra—location, location, location. Well for a business owner looking to sell their business, there’s an equally important phrase to remember—timing, timing, timing.