What's Your Business Really Worth?

Glen Cooper
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What’s Your Business Really Worth? is the podcast for business owners who want to understand the true value of the company they’ve spent years building. Hosted by seasoned business broker, appraiser, and broker coach Glen Cooper, this show goes beyond surface-level valuations to explore what actually drives business value, buyer interest, and successful exits. Drawing on decades of experience helping entrepreneurs buy, sell, and grow businesses, Glen breaks down the real-world factors that impact valuation — from financial performance and owner dependency to market positioning, leadership, systems, and timing. Whether you’re planning to sell in the next year, the next decade, or simply want to build a more valuable company today, this podcast will give you practical insights, honest conversations, and expert guidance to help you maximize the value of your business and avoid costly mistakes. If you’ve ever wondered: “What is my business actually worth?” “What makes buyers pay more?” “How do I prepare for a successful exit?” “What lowers the value of a business without owners realizing it?” …this podcast is for you. Because the better you understand the value of your business, the better decisions you can make for your future.

Episodes

  1. Jul 23

    What Business Brokers Know About Selling Your Business That Most Owners Don't

    What if the biggest obstacle to selling your business has nothing to do with your financials? In this episode, Glen Cooper, a business broker with nearly 50 years of experience and over 650 business transactions across three states, shares the one thing that separates businesses that sell from those that sit on the market. He reveals why learning how to write a business offering summary starts with just three paragraphs, and how that simple exercise can unlock the entire story of your business for buyers, bankers, and lending committees. Glen walks through the full structure of a professional offering summary, the seven journalist questions every business story must answer, and why the emotional power of storytelling is the hidden driver behind successful business sales. Whether you are a business owner preparing for an exit or a broker looking to sharpen your listings, this episode will change how you think about presenting a business to the market. What you will learn in this episode: •Why a compelling story makes your business a better lending risk •The three-part structure of a professional offering summary •The seven questions every business buyer needs answered •How to start writing your business story today, even if you have never written one before Get Glen's book, "Glen Cooper on Business Brokerage," on Amazon: a 300-page resource with 36 chapters covering the five challenges every business broker and seller faces. ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book

    What Business Brokers Know About Selling Your Business That Most Owners Don't

  2. Jul 16

    Why Buyers Don't Purchase Businesses... They Buy the Story Behind Them

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book Do buyers purchase businesses based on the numbers—or the story behind the numbers? In this episode, I explain why your business story may be one of the most valuable assets you own when preparing to sell your company. Too many business owners assume financial statements alone will convince a buyer. In reality, buyers are human. They're naturally drawn to compelling stories that help them imagine themselves becoming the next successful owner. I'll explain why storytelling is wired into the human brain, how a well-crafted business story builds trust and increases perceived value, and why every seller should create an offering summary (sometimes called a Confidential Information Memorandum or CIM) that brings their business to life. You'll also learn a simple framework for organizing your business story, including how to present your systems, your team, your track record, and the future opportunities that allow a buyer to become the hero of the next chapter. If you're thinking about selling your business—or simply want to understand what makes a business more attractive to buyers—this episode is an essential listen. In this episode, you'll learn:Why every business needs a compelling business storyHow storytelling influences buyer psychologyWhy facts alone rarely persuade buyersWhat belongs in an effective offering summaryHow to structure your business story so buyers see opportunityWhy systems, teamwork, and track record are the foundation of a valuable business Whether you're preparing to sell next year or a decade from now, learning to tell your business story could significantly increase the value buyers place on your business. ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book

    Why Buyers Don't Purchase Businesses... They Buy the Story Behind Them

  3. Jul 9

    How to Value a Business Without Paying Thousands for an Appraisal

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book Most business owners assume they need to spend thousands of dollars on a professional appraisal before selling their business. In this episode, I explain why that's usually the wrong first step. Instead, I walk you through a practical five-step process for getting multiple confidential opinions of value from experienced business brokers at no cost. You'll learn how to protect your confidentiality, what financial information brokers actually need, what questions to ask during your meetings, and how to compare brokers before deciding whether to hire one. By the end of this episode, you'll have a clear understanding of how to value a business, avoid unnecessary appraisal expenses, and gather the information you need to make smarter decisions before putting your business on the market. In this episode, you'll learn: • How to value a business before selling it • The difference between a business appraisal and a broker's opinion of value • Why you should obtain multiple free business valuations • What documents business brokers actually need • Questions every business owner should ask before hiring a broker • Mistakes to avoid during the valuation process Whether you're planning to sell this year or simply want to understand what your business is worth, this episode gives you a proven roadmap to begin the process with confidence. 🔗 Links and Resources: 📕 Glen Cooper on Business Brokerage Book Connect with Glen: 📧 Email: glen@mycoloradobusinessbrokers.com 📞 Phone: 303-919-2694 - Leave a voicemail for a return call

    How to Value a Business Without Paying Thousands for an Appraisal

  4. Jun 25

    How Much Is My Business Worth? The Formula Every Seller Needs to Know

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book https://www.amazon.com/Glen-Cooper-BUSINESS-BROKERAGE-Doesnt-ebook/dp/B0FLF28CJX/ How do you figure out what your business is really worth? Many business owners assume there's a simple formula—but the reality is that business valuation is one of the most misunderstood parts of selling a company. In this episode, I break down the valuation framework I've used for nearly 50 years as a business broker to help owners price their businesses with confidence. You'll learn the difference between **EBITDA** and **Seller's Discretionary Earnings (SDE)**, why most small businesses sell based on SDE instead of EBITDA, how earnings multiples really work, and when inventory and real estate should (and shouldn't) be added to your valuation. I also explain why buyers are purchasing your future—not your past—and why understanding that mindset can dramatically improve your asking price and negotiation strategy. Whether you're planning to sell your business next year or simply want to understand what it's worth today, this episode will give you a practical foundation that every business owner should know. **In this episode, you'll discover:** * The difference between EBITDA and Seller's Discretionary Earnings (SDE) * Why most small businesses sell for 2–4× earnings * How to calculate a realistic asking price * When inventory and real estate add value—and when they don't * Why future earnings matter more than historical financials * The four principles that drive small business valuation If you're serious about maximizing the value of your business before you sell, this episode is the perfect place to start. **Subscribe** for more practical strategies on buying, selling, valuing, and growing small businesses from nearly five decades of experience in business brokerage.

    How Much Is My Business Worth? The Formula Every Seller Needs to Know

  5. Jun 18

    The Biggest Mistake Owners Make When They Try to Sell a Business

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book - https://www.amazon.com/Glen-Cooper-BUSINESS-BROKERAGE-Doesnt-ebook/dp/B0FLF28CJX/ If you're trying to learn how to sell a business, most of the traditional sales advice you've heard may actually be hurting your chances of success. In this episode, I challenge the outdated "Always Be Closing" approach and introduce a more effective strategy for today's buyers: Listen, Teach & Lead. You'll discover why active listening creates trust, how the "Yes, and..." method improves negotiations, and how understanding the eight key value drivers can help you position your business more effectively with buyers and lenders. Whether you're preparing to sell your company now or simply want to maximize its future value, this episode will help you better understand buyer psychology, business value, and negotiation strategy. In this episode you'll learn: • Why traditional sales tactics often fail when selling a business • How active listening creates stronger buyer relationships • The difference between "Yes, and..." and "Yes, but..." negotiations • The 8 value drivers buyers and lenders evaluate • How to position your business for maximum perceived value • Why consultative selling produces better outcomes for both parties If you want to learn how to sell a business successfully while creating a true win-win outcome, this episode is for you.

    The Biggest Mistake Owners Make When They Try to Sell a Business

  6. Jun 11

    Why Your Business Elevator Pitch May Be Costing You Thousands

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book - https://www.amazon.com/Glen-Cooper-BUSINESS-BROKERAGE-Doesnt-ebook/dp/B0FLF28CJX/ Most business owners think their valuation is determined by revenue, profit margins, and financial statements. They're only partially right. In this episode of What's Your Business Really Worth?, I reveal why your business elevator pitch can have a direct impact on how buyers perceive the value of your company. After decades of helping business owners buy and sell companies, I've learned that the way you communicate your business often matters just as much as the numbers. I break down the powerful Purpose, Promise, Offer, Difference framework and explain how to answer difficult buyer questions with confidence, justify your asking price, and position your business as a premium opportunity. Whether you're planning to sell next year or ten years from now, this episode will help you understand how a well-crafted business elevator pitch can increase buyer confidence and maximize business value. 🔥 In this episode you'll learn: 📍 Why buyers ask the same questions repeatedly 📍 How your answers influence perceived business value 📍 The Purpose, Promise, Offer, Difference framework 📍 How to justify your asking price without sounding defensive 📍 What separates highly desirable businesses from average ones If you're serious about selling your business for maximum value, this is an episode you won't want to miss.

    Why Your Business Elevator Pitch May Be Costing You Thousands

  7. Jun 4

    The Hidden Reason Most Business Sales Never Happen

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book - https://www.amazon.com/Glen-Cooper-BUSINESS-BROKERAGE-Doesnt-ebook/dp/B0FLF28CJX/ Most business owners assume that every buyer inquiry is an opportunity. In reality, Glen Cooper has discovered that nearly 98% of people who express interest in buying a business never actually purchase one. In this episode, I reveal one of the most important lessons I've learned during nearly five decades as a business broker: how to identify qualified business buyers and avoid wasting valuable time on prospects who will never move forward. You'll learn the four critical questions I use to screen buyers, the seven-step buyer qualification process we follow at Colorado Business Brokers, and the warning signs that separate serious buyers from tire-kickers. Whether you're planning to sell your business yourself or hire a business broker, understanding how to qualify buyers can dramatically increase your chances of a successful sale and help you focus on the small percentage of prospects who are truly capable of buying your business. In this episode you'll discover: • Why 98% of prospective buyers never buy a business • The biggest mistake business owners make when evaluating buyers • Four essential questions every seller should ask • A proven seven-step buyer screening process • How to identify qualified buyers faster • Why experience matters when selling a business • How to avoid wasting time with unqualified prospects If you're wondering how to sell a business successfully, this episode provides practical strategies for finding, qualifying, and working with serious buyers. Connect with Glen: 📧 Email: glen@mycoloradobusinessbrokers.com 📞 Phone: 303-919-2694 - Leave a voicemail for a return call

    The Hidden Reason Most Business Sales Never Happen

  8. May 26

    The 5 Biggest Challenges in Selling a Business (And How to Succeed Anyway!)

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book What does a business broker actually do — and could trying to sell your business yourself cost you far more than you realize? In Episode #2 of What’s Your Business Really Worth?, veteran business broker Glen Cooper breaks down the five major challenges involved in selling a business and the twelve professional services experienced business brokers provide to help owners maximize business value. Drawing directly from Chapters 1 and 2 of his book Glen Cooper on BUSINESS BROKERAGE, Glen explains why selling a business is one of the most complex financial transactions most owners will ever face. In this episode, Glen covers: The 5 biggest challenges in selling a businessHow to determine if your business is even sellableWhy buyer screening mattersHow business brokers protect confidentialityWhat goes into setting the asking priceWhy negotiation strategy is criticalThe importance of exit planning and financing termsHow experienced brokers coordinate the entire sales process Whether you plan to hire a business broker or sell your business yourself, this episode provides essential insight into how the business selling process really works — and how to avoid costly mistakes that reduce business value. 🔗 Links and Resources: 📕 Glen Cooper on Business Brokerage Book Connect with Glen: 📧 Email: glen@mycoloradobusinessbrokers.com 📞 Phone: 303-919-2694 - Leave a voicemail for a return call

    The 5 Biggest Challenges in Selling a Business (And How to Succeed Anyway!)

  9. May 25

    What’s Your Business Really Worth? The Shocking Truth Most Brokers Won’t Tell You

    ➡️ Get Glen's book 📕 Glen Cooper on Business Brokerage Book What is your business really worth — and are you making the mistakes that could destroy its value before you ever try to sell it? In this debut episode of What’s Your Business Really Worth?, veteran Colorado business broker Glen Cooper shares the hard truths most people never hear about business valuation, selling a small business, and choosing the right business broker. With nearly 50 years of experience helping owners buy, sell, and value businesses, Glen pulls back the curtain on the realities of the business brokerage industry — including why most small businesses never sell, why most business brokers struggle, and what business owners need to know before starting the sales process. Whether you're a business owner preparing for an exit, an advisor helping clients navigate succession planning, or a business broker looking to sharpen your strategies, this episode delivers blunt, real-world insight into how small business sales actually work. In this episode, Glen discusses: Why most small businesses are not sellableThe biggest mistakes owners make before sellingHow business valuation is changingWhy experience matters when choosing a business brokerThe realities of Main Street and Lower Middle Market business salesThe personal story that shaped Glen’s approach to business brokerage If you’ve ever wondered how to maximize the value of your business and avoid costly mistakes, this episode is your starting point. 🔗 Links and Resources: 📕 Glen Cooper on Business Brokerage Book Connect with Glen: 📧 Email: glen@mycoloradobusinessbrokers.com 📞 Phone: 303-919-2694 - Leave a voicemail for a return call

    What’s Your Business Really Worth? The Shocking Truth Most Brokers Won’t Tell You
  • 9 Episodes

About

What’s Your Business Really Worth? is the podcast for business owners who want to understand the true value of the company they’ve spent years building. Hosted by seasoned business broker, appraiser, and broker coach Glen Cooper, this show goes beyond surface-level valuations to explore what actually drives business value, buyer interest, and successful exits. Drawing on decades of experience helping entrepreneurs buy, sell, and grow businesses, Glen breaks down the real-world factors that impact valuation — from financial performance and owner dependency to market positioning, leadership, systems, and timing. Whether you’re planning to sell in the next year, the next decade, or simply want to build a more valuable company today, this podcast will give you practical insights, honest conversations, and expert guidance to help you maximize the value of your business and avoid costly mistakes. If you’ve ever wondered: “What is my business actually worth?” “What makes buyers pay more?” “How do I prepare for a successful exit?” “What lowers the value of a business without owners realizing it?” …this podcast is for you. Because the better you understand the value of your business, the better decisions you can make for your future.

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