FLORIDA, 07 May 2026 — Alan Mehrez, a Florida-based business broker who heads Business Team USA at United Realty Group, is drawing attention to one of the most common reasons business sales fall through. The reason is not a bad market. It is not a difficult buyer. It is the price the seller sets, a price built on feelings rather than facts.
Business owners work hard for years to build something they are proud of. That effort is real, and it matters. But Alan points out that this personal connection becomes a serious problem when it starts controlling the asking price. When emotion sets the tone, the deal rarely moves forward.

The Gap Between What Sellers Feel and What Buyers See
Every business has two values. The first is what the owner believes the business is worth based on years of work and personal sacrifice. The second is what the market will actually pay based on profits, risk, and demand. These two numbers rarely match.
Alan has seen sellers wait months for a buyer to meet their asking price. In the end, many of those sellers reduced the price anyway, but by then, the best buyers had already moved on. Overpricing does not just slow down a sale. It makes the listing look weak in the market and tells buyers that the seller may not be realistic.

Why Sellers Let Emotion Control the Price
Emotion-based pricing happens for very understandable reasons. Alan has seen the same patterns repeat with sellers across Florida:
Sellers count the years they put in, the stress they carried, and the goals they need the sale to fund — and they let those things set the price
Sellers compare their business to others without checking whether the revenue, location, or customer base is actually similar
Sellers believe that loyal customers and a strong reputation deserve a premium that buyers must pay
Sellers base their number on something a friend said or an article they read, rather than a proper valuation
These things matter deeply to the seller. But a buyer only cares about what the business earns, how steady those earnings are, and what risks come with taking it over. Buyers follow data. Sellers often follow feelings. That gap is where most deals die.
What the Right Price Actually Does
When a business is priced correctly from the start, the whole process becomes smoother. Buyers show up sooner. Negotiations stay in a reasonable range. Lenders have an easier time approving the deal. And the closing process hits fewer problems.

A proper valuation looks at things that emotion-based pricing completely ignores:
Financial statements from the last two to three years that show clear and steady earnings
Seller discretionary earnings, which show the buyer exactly how much cash the business actually produces
Real market data on what similar businesses in the same industry are selling for right now
Risk factors like how dependent the business is on the owner, how stable the staff is, and what the lease situation looks like
When sellers understand these things before they list, they go to market with a price that brings in serious buyers instead of pushing them away.

The Broker's Job Is to Remove Emotion from the Price
One of the most valuable things a business broker does is help a seller step back from personal feelings and look at the business the way a buyer will. This is not about ignoring what the seller built. It is about putting the business in front of the market in a way that makes sense.
Alan works with sellers to go through the full picture of the business before anything is listed. Financials, operations, market position, all of it is reviewed. The goal is a price that is fair, competitive, and supported by real numbers.
Florida is one of the busiest states in the country for business sales. Buyers are active, money is available, and demand is strong across many industries. Sellers who come to the market with a clean, data-backed price are in a great position. Sellers who lead with emotion often end up watching other businesses close while theirs sits unsold.

Helping Sellers Move Forward with Confidence
Alan Mehrez works with business owners across Florida who are ready to sell but are not sure where to begin. His approach is simple: look at the real numbers, set a price the market can support, and move forward with a clear plan. Sellers who want to avoid the mistakes that emotion-based pricing creates will benefit from working with an experienced broker before the listing ever goes live.

About Alan Mehrez
Alan Mehrez is a business broker with United Realty Group, based in Florida. He helps business owners and buyers through every part of the buying and selling process. His work covers valuations, deal structure, negotiations, and closing. Alan takes a practical, numbers-first approach to every transaction and focuses on helping clients reach outcomes that match their real financial goals.