A key asset of your business that will help you to get the best price is the goodwill your business has with customers, suppliers and the community. Unfortunately, that goodwill is often attached to you as the owner rather than to the business as a business.
Your business intermediary will ensure the confidentiality of your listing. Potential buyers will be provided the necessary information to generate interest without revealing your identity or the identity of your business. Specifics about your business will not be divulged until the potential buyer has been qualified and has signed a non-disclosure agreement.