Are you being lied to about your company's worth? Knowing how to value a company is the only way to avoid the trap many owners fall into. In this episode, we break down why a realistic business valuation is the difference between a successful exit and a total disaster.

Selling a business is like selling a house—you need to know the "neighborhood" before you list. Jose Luiz Morales dives deep into why most sellers have delusional price expectations and how to clean up books to actually get paid. If you are wondering, "Should I hire a business broker?" you need to hear this first. We expose the "listing trap" and why signing a listing agreement real estate style contract without knowing your numbers can cost you everything.

Before you trust anyone with your legacy, you need to understand how to value a company using real math, not just "potential." We also cover the role of a professional business appraiser and why their unbiased opinion is your best defense against a crooked business broker.

What You’ll Learn:
✅ Multiples made easy: how to value a small business for maximum profit based on real net income
✅ How to spot a business broker who is just "buying the listing"
✅ Why "potential" sales ten years from now won't get you a check today
✅ The "House Comp" rule for finding a realistic business price
✅ How to clean up books so buyers actually have confidence in your deal

Whether you are ready to sell now or just starting to plan your exit, getting an honest look at how to value a company is the most important step you can take in 2026.