For us professionals, I think we know why that's important, but what does an owner of a business need to know about that? To an owner, they might think, okay, why does this interest me? Why should they pay attention here? Why should they listen?

Well, I guess first thing is they've never gone through the process of selling a business.

That's important because they've done a lot of things in their lives.

They've run businesses.

They've managed people.

They're good at, I guess, being a technician in some cases, but they've never sold a business before.

and done it successfully you know like an experienced m a advisor or broker or you know investment banker or whatever we you know call our titles we give ourselves so managing the expectation usually it starts with you know understanding the value of the company many times we find sellers want to overvalue their business they've heard rumors that you know people got multiples of revenue or they've heard you know they think this is like selling a publicly traded company right where we're selling it based off multiples of revenues not multiples of their free cash flow or profit So it definitely, having to educate a seller on that part of the process is what we have to usually end up doing first around valuation.

value because we might say okay your company's worth five or ten million and then they're at the country club and they're talking to their buddy and their buddy says no your company's worth at least 20 million so how can they figure out the truth here what their company's really worth