The first number in a business sale negotiation can shape every number that follows. This podcast explores the psychology of anchoring and why setting an ambitious but credible price can give Canadian business sellers a significant negotiating advantage. Drawing on negotiation research, it explains how the initial price becomes a reference point and influences counteroffers, concessions, and ultimately the final deal. You’ll learn why many owners weaken their position by waiting for a buyer to make the first offer or by setting a price without the valuation analysis needed to defend it. The discussion examines how comparable transactions, normalized EBITDA, strategic value, business quality, and a well-developed value narrative can turn an opening price into a powerful negotiating tool. For business owners preparing to sell, the key is not simply to ask for a high price, but to establish a number that is both ambitious and defensible. With the right preparation and a disciplined sale process, sellers can frame the conversation around the value of their business rather than allowing the buyer to define it first. Explore more insights, guides, and resources at redacted (redacted