09/18/2026
I turned down a listing I really wanted to take.
I liked the owners. I liked the business. And I still came back to the office telling myself: you cannot take this one, as much as you'd like to.
The facility wasn't presentable. It needed real investment, and the owners knew it. There was trash on the property, broken equipment, and the building was in disrepair.
Their minimum job size was also too low. They worried that raising it would cost them customers. My view was that it would cost them a few customers but make the company much more profitable.
Any one of these is manageable. Together, they give a buyer too many objections. And a buyer's objections rarely stay objections. They become a lower offer, tougher terms, or no offer at all.
So instead of signing them, I gave them a list of specific, actionable things to fix first.
Saying no was hard. But taking a business to market before it's ready isn't a favor to the owner. Buyers see it at its weakest, and you don't get a second first impression.
If you're thinking about selling in the next few years, two things are worth doing now:
→ Walk your property the way a buyer would look at your business, and maybe bring a friend or a spouse to make comments. What would they notice in the first five minutes?
→ Look at your smallest jobs. Are worth your time and the time of your business, or are you holding onto them out of fear of losing the customer?
I talked through this story and more with Sean M. Lyden on Systematic Selling. Thank you for having me.
Full episode: https://substack.com//note/p-211058472
Advisors and brokers: When was the last time you told a client "not yet"?